That Clean Feeling: Cleanliness, Advertising, and the Civilizing Process
Abstract
It is well documented that beauty, body size, and fashion are preferences subject to
changing norms and standards.1
Such a phenomenon is evidenced through even a cursory
examination of art and beauty throughout the ages: Rubens’s voluptuous females –
considered the epitome of the sensuous, beautiful ‘nude’ in his time
2
– would never get a job
in Hollywood today, for instance. Paintings, statues, drawings, sketches, and even action
figures demonstrate how certain body shapes are valued and idolized within a group of
people at a given time.3
Accordingly, beauty and fashion are socially constructed; there are
fundamental differences in the quintessential standard for each that can be traced temporally
throughout history. At the same time, there are a number of attitudes and behavioral practices
that seem to be universal, pre-cultural, and perhaps even innate. The drive for success,
contact with others, nurturance, stable communities, and intelligence are values or attitudes
that all people exhibit and strive for cross-culturally and throughout time.4
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