What DID women want? For the first time in our history it really made a difference in the 1930s women had the vote, they had independence and increasingly they had more money in their purse. The Daily Mail was one of the first newspapers to recognise this and to cater for what women wanted. It led the way in capturing fashions and sometimes creating them, paving the way for the consumer revolution well before the Second World War. Its advice for the modern 1930s woman ranged from beauty and fashion tips to counsel on how to remove butter stains using petrol (a task best accomplished out of doors!). It informed women that housework, performed correctly, could yield "the slimness and grace which every woman desires!, and explained how economies could be made, such as learning how to rejuvenate 'elderly' fowl for the table. The facsimile pages from 1930s editions of the Daily Mail, reprinted with startling clarity in this book, give a revealing and entertaining insight into the preoccupations of the new consumer age.
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