Adman in the Parlor Magazines and the Gendering of Consumer Culture, 1880s To 1910s

Name: Adman in the Parlor Magazines and the Gendering of Consumer Culture, 1880s To 1910s
Price: 5.7 USD
Availability: InStock
ISBN: 9780195108224

ISBN-10: 0195108221

ISBN-13: 9780195108224

Edition: 1996

Authors: Ellen Gruber Garvey

List price: $66.00

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Description:

How did advertising come to seem natural and ordinary to magazine readers by the end of the nineteenth century? 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 argues that readers' participation in advertising, rather than top-down dictation by advertisers, made advertizing a central part of American culture. Garvey's analysis interweaves such texts and artifacts as advertising trade journals, magazines addressed to elite, middle class, and poorer readerships, scrapbooks, medical articles, paper dolls, chromolithographed trade cards, and contest rules. She tracks…

Book details

List price: $66.00
Copyright year: 1996
Publisher: Oxford University Press, Incorporated
Publication date: 6/6/1996
Binding: Paperback
Pages: 240
Size: 6.14" wide x 9.13" long x 0.47" tall
Weight: 0.748



Acknowledgments


Introduction



Readers Read Advertising into Their Livez: the Trade Card Scrapbook



Training the Reader's Attention: Advertising Contests



""""The Commercial Spirit Has Entered In"""": Speech, Fiction, and Advertising



Reframing the Bicycle: Magazines and Scorching Women



Rewriting Mrs. Consumer: Class, Gender, and Consumption



""""Men Who Advertise"""": Ad Readers and Ad Writers


Conclusion: Technology and Fiction


Notes


Index