eBook

The Adman in the parlor : magazines and the gendering of consumer culture, 1880s to 1910s

Garvey, Ellen Gruber

1996

Overview

This book explores a reader's interactions with advertising during a period when not only consumption but advertising itself became established as a pleasure. The book argues that participation in advertising, rather than top-down dictation by advertisers, made advertising a central part of American culture. It tracks new forms of fictional realism that contained brand name references, courtship stories, and other fictional forms. As magazines became dependant on advertising rather than sales for their revenues, women's magazines led the way in making consumers of readers through the interplay of fiction, editorials, and advertising. The book takes the bicycle as a case study. At once invisible, familiar, and intrusive, advertising both shaped fiction of the period and was shaped by it. The book unearths the lively conversations among writers and advertisers about the new prevalence of advertising for mass-produced nationally distributed products.

• Publisher: Oxford University Press,Oxford University Press, Incorporated
• Subject: 19th century / 20th century / Advertising / Advertising, Magazine / Advertising, Magazine -- United States -- History / American fiction / American fiction -- 19th century -- History and criticism / American fiction -- 20th century -- History and criticism / Attitudes / Books and reading / Books and reading -- United States -- History / Consumerism / Economic aspects / Gender / History / History and criticism / Literary Studies (19th Century) / Literary Studies (American) / Literary Studies (Gender Studies) / Literary Theory and Cultural Studies / Literature and society / Literature and society -- United States -- History / Periodicals / Periodicals, Publishing of -- Economic aspects -- United States / Popular literature / Popular literature -- United States -- History and criticism / Publishing / Short stories / Short stories -- Publishing -- United States -- History -- 19th century / Short stories, American / Short stories, American -- History and criticism / Social history / United States / Women consumers / Women consumers -- United States -- Attitudes
• ISBN: 0195108221, 9780195092967, 0195092961, 9780195108224