The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s eBook

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The Adman in the Parlor Magazines and the Gendering of Consumer Culture, 1880s to 1910s How did advertising come to seem natural and ordinary to magazine readers by the end of the nineteenth century?

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About this eTextbook

The Adman in the Parlor Magazines and the Gendering of Consumer Culture, 1880s to 1910s 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 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.

General magazines, too, saw little conflict between these different interests. 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.

Garvey takes the bicycle as a case study, and tracks how magazines mediated among competing medical, commercial, and feminist discourses to produce an alluring and unthreatening model of women bicycling in their stories. 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. ISBNs for The Adman in the Parlor are 9780195355314, 0195355318 and the print ISBNs are 9780195092967, 0195092961. Additional ISBNs include 9780195108224.

Publication details

Author: Ellen Gruber Garvey
Publisher: Oxford University Press
Additional ISBN: 9780195108224

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About this eTextbook

The Adman in the Parlor Magazines and the Gendering of Consumer Culture, 1880s to 1910s 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 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.

Publication details

Author: Ellen Gruber Garvey
Publisher: Oxford University Press
Additional ISBN: 9780195108224

What you receive

A licensed digital edition of this title, supplied as PDF or EPUB. The format is set by the publisher, so email us the ISBN before ordering and we will confirm which one it is.
Delivered to the email address on your order as a secure download link, usually within minutes and always within 24 hours of payment.
Download links do not expire and there is no cap on re-downloads. Readable on any computer, tablet or phone, online or offline.
This is a digital edition. Nothing is printed, packed or posted, and there is no delivery charge.