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Style and StatusSelling Beauty to African American Women, 1920-1975$
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Susannah Walker

Print publication date: 2007

Print ISBN-13: 9780813124339

Published to Kentucky Scholarship Online: September 2011

DOI: 10.5810/kentucky/9780813124339.001.0001

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“An ‘Export’ Market at Home”

“An ‘Export’ Market at Home”

Expanding African American Consumer Culture in the 1940s, 1950s, and 1960s

(p.85) Chapter 3 “An ‘Export’ Market at Home”
Style and Status

Susannah Walker

University Press of Kentucky

This chapter discusses the prosperity of African American consumer culture during the postwar period, which was thanks to the product-advertising campaigns that were launched. It shows the changes to the beauty-advertising appeals to black women, such as focusing instead on what sorts of products were best to use. The African American beauty culture industry grew tremendously in the postwar era, in tandem with rising prosperity and an increased focus on black consumerism.

Keywords:   prosperity, African American, consumer culture, postwar period, product advertising, beauty advertising, beauty culture, black consumerism

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