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235 habit of bathing publicly: Campbell, Report on Public Baths, 22; Binney et al., Taking the Plunge, 9.

236 Orwell … “despise the ‘lower classes.’”: Orwell, Road to Wigan Pier, 119–20, 121, 123.

237 Louis Heren … “to live without a bathroom”: Louis Heren, Growing Up Poor in London (London: Hamish Hamilton, 1973), 33, 39, 51, 158, 192, 205.

240 Procter & Gamble … “It floats!”: Oscar Schisgall, Eyes on Tomorrow: The Evolution of Procter & Gamble (Chicago: Doubleday, 1981), 24–28.

241 (box) By the beginning: Merritt Ierley, The Comforts of Home: The American House and the Evolution of Modern Convenience (New York: Three Rivers Press, 1999), 172–76.

241 high profit margin in soap: Vincent Vinikas, Soft Soap, Hard Sell: American Hygiene in an Age of Advertisement (Ames: Iowa State University Press, 1992), 80.

242 Pears’ Soap: Vinikas, Soft Soap, 81; Lori Anne Loeb, Consuming Angels: Advertising and Victorian Women (Oxford: Oxford University Press, 1994), 131; Vincent Vinikas, “Lustrum of the Cleanliness Institute,” Journal of Social History 22, no. 4 (1989): 623.

242 B. T. Babbitt: Vinikas, Soft Soap, 81.

244 A favourite case study … Lambert’s annual profits rose: Vinikas, Soft Soap, 21–22; Tom Reichert, The Erotic History of Advertising (Amherst, NY: Prometheus Books, 2003), 120–27; Roland Marchand, Advertising the American Dream (Berkeley: University of California Press, 1986), 18–20; Juliann Sivulka, Soap, Sex and Cigarettes (Belmont, CA: Wadsworth, 1998), 160–61; Daniel Delis Hall, Advertising to the American Woman 1900–1999 (Columbus: Ohio State University Press, 2002), 121.

246 technical, medical-sounding names: Sivulka, Soap, Sex and Cigarettes, 160; Marchand, Advertising the American Dream, 20.

247 “A few years ago”: Vinikas, Soft Soap, 30.

247 On a hot day … sales for Odorono rose: Stephen Fox, The Mirror Makers: A History of American Advertising and Its Creators (New York: William Morrow, 1984), 87–88; Sivulka, Soap, Sex and Cigarettes, 158–59.

248 The Science of Culture … “except for the strongest business reasons”: William M. Handy, The Science of Culture (Garden City, NY: Nelson Doubleday, 1923), 1:57, 58, 59, 60, 61, 62, 65, 67, 68.

249 Manners for Millions … “violating rules of courtesy”: Sophie C. Hadida, Manners for Millions: A Correct Code of Pleasing Personal Habits for Everyday Men and Women (New York: Sun Dial Press, 1932), 98, 99–100, 101–2, 103, 104.

252 A buyer’s market of goods … Cleanliness Institute closed its doors in 1932: Vinikas, Soft Soap, 79–94; Juliann Sivulka, Stronger Than Dirt: A Cultural History of Advertising Personal Hygiene in America, 1875 to 1940 (Amherst, NY: Humanity, 2001), 229–43; Marchand, Advertising the American Dream, 211, 246.

253 (box) Even more sensitive: Fox, 99; Silvulka, Soap, Sex and Cigarettes, 163–64.

258 Brave New World … “when there isn’t hot water laid on?”: Aldous Huxley, Brave New World (New York: HarperCollins, 1998), 36–37, 108–10, 120–21.

260 By the 1930s: Ierley, Comforts of Home, 220; Goubert, Conquest of Water, 87, 218.

261 Movie stars: W. J. Reader, Fifty Years of Unilever, 1930–1980 (London: Heinemann, 1980), 30–31; Hall, Advertising to the American Woman, 72.

MARGINALIA IN CHAPTER EIGHT

230 Watson, Jacobson’s Organ, 137.

233 Watson, Jacobson’s Organ, 134.

235 John Kenneth Galbraith, The Scotch (Toronto: McClelland and Stewart, 1985), 87–88.

237 Fox, Mirror Makers, 101.

240 Vinikas, Soft Soap, 42.

243 Illich, H2O, 53–54, n. 33.

246 Fox, Mirror Makers, 117.

249 Fox, Mirror Makers, 117.

258 Evelyn Waugh, The Loved One (London: Penguin, 1951), 89.

CHAPTER NINE

THE HOUSEHOLD SHRINE: 1950 TO THE PRESENT

263 Horace Miner … “initiated into these mysteries”: Horace Miner, “Body Ritual among the Nacirema,” American Anthropologist 58 (1956): 503–7.

265 Stanhope Hotel: New York Times Magazine, 22 Jan. 2006, 17.

265 24 per cent: Paul Grobman, Vital Statistics website, http://www.vitalstatistics.info/stat2.asp?id=3202&cid=4&-scid=929.

265