The earlier guides emphasized attributes that anyone could work on improving, described by words like
Citizenship
Duty
Work
Golden deeds
Honor
Reputation
Morals
Manners
Integrity
But the new guides celebrated qualities that were—no matter how easy Dale Carnegie made it sound—trickier to acquire. Either you embodied these qualities or you didn’t:
Magnetic
Fascinating
Stunning
Attractive
Glowing
Dominant
Forceful
Energetic
It was no coincidence that in the 1920s and the 1930s, Americans became obsessed with movie stars. Who better than a matinee idol to model personal magnetism?