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better than a matinee idol to model

personal magnetism?

81/929

Americans also received advice on selfpresentation—whether

they liked it or

not—from the advertising industry.

While early print ads were straightforward

product announcements (“EATON’S

HIGHLAND LINEN: THE FRESHEST AND CLEANEST

WRITING PAPER”), the new personalitydriven

ads cast consumers as performers

with stage fright from which

only the advertiser’s product might rescue

them. These ads focused obsessively

on the hostile glare of the public

spotlight. “ALL AROUND YOU PEOPLE ARE

JUDGING YOU SILENTLY,” warned a 1922 ad

for Woodbury’s soap. “CRITICAL EYES ARE

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