It has kept going ever since" (Cavendish, 2001, p. 66). Morley's wife, Julia (a former beauty pageant winner) joined him in 1970 to help organize the competition to help maintain the contestants' morals and to ensure their modesty was suitably protected ("not invariably with success") (Cavendish, p. 67). Miss World has subsequently attracted television audiences in almost every country in the world and has earned an enormous amount of money for charity (Cavendish, 2001).

During the first few years of the competition, the Miss Great Britain title was a highly prized award, but Cooke suggests that it represented one of the only ways women had at the time to express themselves in a legitimate fashion: "My feeling," she says, is that it was, perversely, a kind of liberation for some women -- a way of making their only assets and their skills (the application of lipstick, the ability to walk...
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