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- W2473111643 abstract "Given the disdain with which many Americans view sugar today—a fashionable disdain that defies our gluttonous, unhealthy levels of consumption—it may come as somewhat of a surprise to readers of Refined Tastes that two centuries ago sugar was a rare commodity. Its high price made it a luxury item consumed only by, and serving as a status symbol for, the wea lthy. Wendy A. Woloson provides a history of its democratization, but her more important contribution is in showing how, at the same time that sugar was becoming more ubiquitous, Americans endowed it with cultural meaning that transformed it from an item associated with male economic prowess to its being associated with femininity. Woloson makes two admissions at the start: that she is not “a sweet person” (p. ix), by which she means that she prefers other tastes to sugar and that her history comes from the head and heart, not from the stomach; and that her approach is at times more intuitive than academic, relying on her formal training as an artist. Neither admission detracts from what she has written. In fact, the second qualification strengthens her examination of the visual images employed by American advertisers at the end of the nineteenth century. Confectioners joined a wide range of businessmen in availing themselves of this new means of promotion of chocolates, cakes, and other sweets, linking their consumption with highly feminized and sentimentalized holidays such as Valentine's Day, Mother's Day, and even Easter. The advertisers targeted women and employed female imagery, thereby not only selling their products in mass amounts but also helping to redefine their public image." @default.
- W2473111643 created "2016-07-22" @default.
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- W2473111643 date "2004-03-01" @default.
- W2473111643 modified "2023-09-25" @default.
- W2473111643 doi "https://doi.org/10.2307/3660410" @default.
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