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Abstract
The article looks at advice on how to dress the body in order to achieve a slim figure from around 1960 and after 2000. How should clothes consumers materialize the ideals verbalized and visualized? How are big consumers portrayed, and what can contribute to making their bodies socially accepted, or preferably beautiful? The material shows how the communication of the ideal is maintained despite the change in communication form. Around 1960 the books were clear in their communication of the norms. In today's literature norms are no longer presented as norms, but are referred to as personal choices and a matter of well-being. In this way the strict ideal of similarity can be sustained under the guise of individuality. The article can therefore contribute to an understanding of why so much apparent freedom results in so little variation in the ways in which people actually dress.
