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The adman in the parlor : magazines and the gendering of consumer culture, 1880s to 1910s / Ellen Gruber Garvey.

By: Material type: TextTextPublisher: New York : Oxford University Press, 1996Description: viii, 230 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0195108221
  • 9780195108224
  • 0195092961
  • 9780195092967
Other title:
  • Adman in the parlour
  • Adman in the parlour : Magazines and the gendering of consumer culture, 1880s to 1910s
Subject(s): DDC classification:
  • 659.13209
LOC classification:
  • PS374.S5 G34 1996
Online resources:
Contents:
Introduction -- 1. Readers Read Advertising into Their Lives: The Trade Card Scrapbook -- 2. Training the Reader's Attention: Advertising Contests -- 3. "The Commercial Spirit Has Entered In": Speech, Fiction, and Advertising -- 4. Reframing the Bicycle: Magazines and Scorching Women -- 5. Rewriting Mrs. Consumer: Class, Gender, and Consumption -- 6. "Men Who Advertise": Ad Readers and Ad Writers -- Conclusion: Technology and Fiction -- Notes -- Index.
Summary: How did advertising come to seem ordinary and even natural to turn-of-the-century magazine readers? The Adman in the Parlor explores readers' interactions with advertising during a period when not only consumption but advertising itself became established as a pleasure. Garvey's analysis interweaves such diverse texts and artifacts as advertising scrapbooks, chromolithographed trade cards and paper dolls, contest rules, and the advertising trade press. She argues that the readers' own participation in advertising, not top-down dictation by advertisers, made advertising a central part of American culture. As magazines became dependent on advertising rather than sales for their revenues, women's magazines led the way in turning readers into consumers through an interplay of fiction and advertising. General magazines, too, saw little conflict between editorial interests and advertising. Instead, advertising and fiction came to act on one another in complex, unexpected ways. Magazine stories illustrated the multiple desires and social meanings embodied in the purchase of a product. Advertising formed the national vocabulary. At once invisible, familiar, and intrusive, advertising both shaped fiction of the period and was shaped by it. The Adman in the Parlor unearths the lively conversations among writers and advertisers about the new prevalence of advertising for mass-produced, nationally distributed products.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.13209 GAR (Browse shelf(Opens below)) 1 Available A164109B
Book City Campus City Campus Main Collection 659.13209 GAR (Browse shelf(Opens below)) 1 Available A151904B

Includes bibliographical references (pages 187-220) and index.

Introduction -- 1. Readers Read Advertising into Their Lives: The Trade Card Scrapbook -- 2. Training the Reader's Attention: Advertising Contests -- 3. "The Commercial Spirit Has Entered In": Speech, Fiction, and Advertising -- 4. Reframing the Bicycle: Magazines and Scorching Women -- 5. Rewriting Mrs. Consumer: Class, Gender, and Consumption -- 6. "Men Who Advertise": Ad Readers and Ad Writers -- Conclusion: Technology and Fiction -- Notes -- Index.

How did advertising come to seem ordinary and even natural to turn-of-the-century magazine readers? The Adman in the Parlor explores readers' interactions with advertising during a period when not only consumption but advertising itself became established as a pleasure. Garvey's analysis interweaves such diverse texts and artifacts as advertising scrapbooks, chromolithographed trade cards and paper dolls, contest rules, and the advertising trade press. She argues that the readers' own participation in advertising, not top-down dictation by advertisers, made advertising a central part of American culture. As magazines became dependent on advertising rather than sales for their revenues, women's magazines led the way in turning readers into consumers through an interplay of fiction and advertising. General magazines, too, saw little conflict between editorial interests and advertising. Instead, advertising and fiction came to act on one another in complex, unexpected ways. Magazine stories illustrated the multiple desires and social meanings embodied in the purchase of a product. Advertising formed the national vocabulary. At once invisible, familiar, and intrusive, advertising both shaped fiction of the period and was shaped by it. The Adman in the Parlor unearths the lively conversations among writers and advertisers about the new prevalence of advertising for mass-produced, nationally distributed products.

Machine converted from AACR2 source record.

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