...Lauren Alex O’Hagan Purpose This study aims to examine how sociocultural changes in early 20th-century Sweden, particularly regarding the roles and expectations of women, gave rise to class anxieties and specific performances of femininity. Specifically, it examines how these tensions were...

...” that emphasizes self-governance by modern women. Originality/value This paper demonstrates the significance of analyzing Swedish cosmetic advertisements from this period to understand their role in shaping constructions of femininity. It also highlights the important influence of American advertising styles...

...Yuko Minowa Purpose This study aims to examine the construction of feminine beauty by onnagata kabuki actors in Japan’s history, with a focus on their narratives in modern advertorials about beauty products. The objective is to identify emerging themes in their narratives and to analyze...

.... Findings This paper shows how the commercial use of chlorophyll offered a lucrative opportunity for marketers, acting as a “tabula rasa” on which they could use discourses of science, nature, idealised femininity and luxury to draw connections with health, modernity and beauty, despite the product having...

... Consumer society Femininity Americanization Gender roles In the decade following the Second World War, Turkey went through significant socio-political and economic changes (Tachau and Heper, 1983). In 1950, the first multi-party elections were held, ending the twenty-seven years reign...