Stronger Than Dirt: A Cultural History of Advertising Personal Hygiene in America, 1875-1940 Book

	Acknowledgments	11
1.	A Culture of Cleanliness	13
	Soap as an Artifact of Culture	16
	Definitions: Myths, Icons, Stereotypes, Heroes, Rituals, and Formula	19
2.	Cleanliness, Not Always a Virtue	25
	One Thousand Years without a Bath	28
	New Gentility in the New World	32
	Nineteenth-Century America	36
	The Commercial Soap Trade	45
3.	Rise of the Mass Market, 1875 to 1900	59
	The New Culture of Consumption	60
	From Domestic to Municipal Housekeeper	64
	From Outhouse to In-House	66
	Soap Trade and the Era of the National Market	71
	Advertising and Mass Production	75
	The First National Advertisers	84
	Brightening the "Dark Corners of the Earth"	98
4.	Soap, Sex, and Science, 1900 to 1920	107
	The Great Unwashed	109
	The Modern Bathroom	115
	The Soap Trade and Mass Selling	120
	Advertising and the New Science of Psychology	134
	Three Campaigns in the Making	138
	Soap Goes to War	157
5.	Shrines of Cleanliness, 1920 to 1940	161
	The Liberation of the Bathroom	164
	The Importance of Knowing the Customer	173
	Three Formulas in the Making, 1920s	183
	Advertising Gets Entertaining, 1930s	201
6.	Soap, Sex, and Society, 1920 to 1940	213
	Women Compose the Selling Prose	214
	Beauty Types	220
	The Cleanliness Institute, 1927 to 1932	229
	Soap Operas and Soap	247
7.	White Soap and Black Consumer Culture	251
	African Americans and Personal Care Enterprise	253
	The Politics of Appearance	255
	Beauty Types, Stereotypes, and Countertypes	271
	The White Trade in Black Beauty	284
	Sexualizing the Sell	288
	Afterword	291
	Advertising and the Consumer Culture	292
	New Shrines of Cleanliness	299
	A Word about Sources	305
	Notes	309
	Bibliography	343
	Index	357