000			04430cam a2200541 i 4500
005			20221101191157.0
008			980519s1996 nyua b 001 0 eng d
010			_a 95009467
011			_aBIB MATCHES WORLDCAT
020			_a0195108221 _qpbk. (acid-free paper)
020			_a9780195108224 _qpbk. (acid-free paper)
020			_a0195092961 _qacid-free paper
020			_a9780195092967 _qacid-free paper
035			_a(ATU)b10615040
035			_a(OCoLC)32626238
040			_aDLC _beng _erda _cDLC _dUKM _dBAKER _dNLGGC _dBTCTA _dYDXCP _dUBA _dCFU _dOCLCQ _dUBC _dGEBAY _dATU
043			_an-us---
050	0	0	_aPS374.S5 _bG34 1996
082	0	4	_a659.13209
100	1		_aGarvey, Ellen Gruber, _eauthor. _91041016
245	1	4	_aThe adman in the parlor : _bmagazines and the gendering of consumer culture, 1880s to 1910s / _cEllen Gruber Garvey.
246	3		_aAdman in the parlour
246	3		_aAdman in the parlour : _bMagazines and the gendering of consumer culture, 1880s to 1910s
264		1	_aNew York : _bOxford University Press, _c1996.
300			_aviii, 230 pages : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 187-220) and index.
505	0	0	_tIntroduction -- _g1. _tReaders Read Advertising into Their Lives: The Trade Card Scrapbook -- _g2. _tTraining the Reader's Attention: Advertising Contests -- _g3. _t"The Commercial Spirit Has Entered In": Speech, Fiction, and Advertising -- _g4. _tReframing the Bicycle: Magazines and Scorching Women -- _g5. _tRewriting Mrs. Consumer: Class, Gender, and Consumption -- _g6. _t"Men Who Advertise": Ad Readers and Ad Writers -- _tConclusion: Technology and Fiction -- _tNotes -- _tIndex.
520			_aHow 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.
588			_aMachine converted from AACR2 source record.
650		0	_aShort stories _xPublishing _zUnited States _xHistory _y19th century.
650		0	_aPeriodicals _xPublishing _xEconomic aspects _zUnited States.
650		0	_aPopular literature _zUnited States _xHistory and criticism _9615358
650		0	_aAmerican fiction _y20th century _xHistory and criticism _9373373
650		0	_aShort stories, American _xHistory and criticism _9644573
650		0	_aLiterature and society _zUnited States _xHistory _y19th century.
650		0	_aAdvertising, Magazine _zUnited States _xHistory _9684046
650		0	_aBooks and reading _zUnited States _xHistory _y20th century.
650		0	_aWomen consumers _zUnited States _xAttitudes _9660077
856	4	2	_3Contributor biographical information _uhttp://catdir.loc.gov/catdir/enhancements/fy0723/95009467-b.html
907			_a.b10615040 _b10-06-19 _c27-10-15
942			_cB
945			_a659.13209 GAR _g1 _iA164109B _j0 _lcmain _o- _p$49.05 _q- _r- _s- _t0 _u6 _v0 _w0 _x0 _y.i11447527 _z28-10-15
945			_a659.13209 GAR _g1 _iA151904B _j0 _lcmain _o- _p$38.64 _q- _r- _s- _t0 _u3 _v0 _w0 _x1 _y.i11447539 _z28-10-15
998			_a(2)b _a(2)c _b23-03-18 _cm _da _feng _gnyu _h4
999			_c1133117 _d1133117