Chapters in this book

1. Front Matter i
2. Contents v
3. Figures and Table vii
4. Introduction: Consuming Modernity 1
5. Consumerism as Politics, Practice, and Ideology
6. Canada’s Consumer Election (1935) 11
7. Consumer Culture and the Medicalization of Women’s Roles in Canada, 1919–39 34
8. Selling Lysol as a Household Disinfectant in Interwar North America 55
9. Medicine Advertising, Women’s Work, and Women’s Bodies in Montreal Newspapers, 1919–39 77
10. Annie Turnbo Malone and African American Beauty Culture in the American West 101
11. Consumerism and Public Display
12. Women, Identity, and Sports Participation in Interwar Britain 115
13. Aesthetic Athletics: Advertising and Eroticizing Women Swimmers 136
14. Shades of Change: Suntanning and the Interwar Years 161
15. Modern Girls
16. Beauty Advice for the Canadian Modern Girl in the 1920s 181
17. (En)gendering a Modern Self in Post-Revolutionary Mexico City, 1920–40 200
18. The Argentine Modern Girl and National Identity, Buenos Aires, 1920–40 220
19. Texts and Ideologies of Modernity and Consumerism
20. Protecting Gender Norms at the Local Movie Theatre: The Heidelberg Committee, 1919–33 239
21. Guilty Pleasures: Consumer Culture in the Fiction of Mary Quayle Innis 258
22. Selected Readings 274
23. Contributors 286
24. Index 289