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As Poulton Puts It, ‘what Had Been Missing For Centuriesa Way To Deliver ...

As Poulton puts it, ‘what had been missing for centuriesa way to deliver visual images to masses of potential consumershad finally arrived' (1997: 30).
B. From Godey's Lady's Book to ‘Scientifically Precise' Fashion
Among the first women's magazines were the U.S. publications Ladies Magazine in 1828, followed a short time later by Godey's Lady's Book, in the same year. According to Poulton, ‘thin was in for the first time' with the advent of these publications. In fact, they are commonly thought to be at least partly responsible for precipitating a diet craze in the United Statesthe first of many (1997: 29). Poulton explains that a foreshadowing of eating disorders also appeared during this time, when an article that appeared in Godey's Lady's Book discussed the tragic story of a woman named Louise. Apparently distraught after being ridiculed for her size, she decided to take action. She embarked on a gruelingand unhealthyreducing regimen that consisted of a single glass of vinegar each day. Apparently, it worked on one level: she did reduce her size. However, we may ask, at what price? In a matter of months, according to the story, Louise was dead (Poulton, 1997: 2930).
In Great Britain, a comparable publication came along in 1872. Entitled The Ladies: A Journal of the Court, Fashion and Society, this publication presented fashion tips from a ‘scientifically precise' perspective. Historian Virginia Cope explains that it also had clear political messages, with overt pieces in which the need for more political rights for women were discussed. The publication catered to upper-class London women, but appealed to middle-class women as well. The way the American publications served as ‘operator's manuals' for women in the U.S., so too did The Ladies for British society women. In this case, however, the guide was originally targeted at the higher classes; however, it soon became a primer for those middle-class women who wanted to rise socially. Implicit in the articles about housekeeping and fashion were lessons to the under classes in how to behave like their more elite counterparts. The ultimate hope that perhaps they would one day be accepted by them was, of course, implicit, and dangled like a carrot to keep them purchasing the magazine each month.
However, it seems that The Ladies wasn't offering quite enough to ladies of either class: the publication did not last long, crumbling after a mere nine months. Even so, it serves as a reflection of British society at the time, which was becoming one of instability and constant flux. Whereas during the days of Queen Victoria's reign, women's place was thought to be at home, this gradually began to change and a type of feminism took root. As Britain became more and more industrialised, roles of men and women shifted. Similar changes took place in the United States.


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