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9781108484152

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'Most of us fear growing old. Many of us have used a variety of techniques to retain at least the appearance - if not quite the essence - of youth: cosmetics; surgery; hormones; diet; and exercise. As James F. Stark argues in this splendid study of the 'cult of youth' in Britain, the roots of our obsessions with youthfulness lie in the dark years of the interwar period. Mobilising a rich array of sources, Stark neatly displays the meanings and experiences of age and youth, the medical and commercial contexts in which anti-ageing remedies became popular, and the ways in which cults of youth were shaped by a complex constellation of social, political, and economic circumstances in the early twentieth century.' Mark Jackson, University of Exeter 'A compelling account of how aspiration to lasting youthfulness became embedded in British interwar culture. Technological and medical advance, expanding consumerism, marketing and mass media combined with insecurities due to war and economic depression to create lasting hopes that peak human fitness, female beauty and male sexuality could be extended into later life.' Pat Thane, Visiting Professor, Department of History, Birkbeck College, London

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James F. Stark is a historian of modern medicine and science and is Professor of Medical Humanities at the University of Leeds.

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