The logic and cultural myths that buttress the cosmeceutical industry construct the older woman as a victim of old age, part of an “at-risk” population who must monitor, treat and prevent any markers of old age. A content and discourse analysis of 124 advertisements from the US More magazine between 1998 and 2008, revealed three major themes working together to produce this civic duty: (1) the inclusion of scientific and medical authorities in order to define the cosmeceutical as a ‘drug’ curing a disease, (2) descriptions of the similarities (and differences) between the abilities of cosmeceuticals and cosmetic surgery to restore one’s youth, and (3) the logic equating youth with beauty, femininity and power and older age with the absence of these qualities. Together these intersecting logics produce the “will to youth”—the imperative of the aging woman to promote her youthful appearance by any and all available means. Further, by using images and references to fantasies and traditional fairytales, cosmeceutical advertisements both promise and normalize expectations of eternal youth of the aging woman.
The idea, and to a lesser extent the reality, of themodern home improvement store was born in the first quarter of the twentieth century. After 1905 the manufacturers of mail-order kit houses soon grew to threaten the local monopoly of retail building suppliers. Themost important of these suppliers were the lumber merchants who provided most of the materials and credit used by building contractors. At first dealers responded by mounting boycotts and by supporting trade-at-home campaigns, but these were successfully challenged in court. A survey of trade journals shows that after 1914 dealers began to act more constructively. Encouraged by the trade press, and helped by state and national associations, by the 1920s they were advertising more effectively and offering a widening range of goods and services to consumers, including house plans. Because many new customers were women, dealers had to hire more courteous staff, clean up their yards, mount better displays, build showrooms and, in time, relocate to more salubrious and heavily-trafficked parts of town. The emergence of the home improvement store is a significant chapter in the history of urban housing, and especially the marketing of housing services, in the twentieth century.
危险品化学品经营许可证（带存储）