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This late Forties article explored the post-W.W. II consumer culture and a new sales pitch that the high priests of mass media had recently discovered that was guaranteed to move the merchandise right out the door every time - it was called sex appeal:

"Always there was the secret whisper of sex. For women it was, 'Be lovely, be loved, don't grow old, be exciting'... For men it was, 'Be successful, make everyone know that your successful, how can you get women if your not successful?'"

"The importance of attractive girls in our economy was stressed by John McPartland when he discussed modern advertising in his recent best seller, Sex in Our Changing World (1947).

From Amazon: Sex in Our Changing World

Click here to read more articles about 1940s fashion models.

Lovely Faces Were Also Employed to Promote Religious Faith, Click Here and read about that...

Legendary fashion designer Christian Dior had a good deal of trouble with people who would illegally copy his designs; click here to read about that part of fashion history.

     


- from Amazon:


Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

Models Wanted (Coronet Magazine, 1948)

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