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The Adman in the Parlor: Magazines and the Gendering of Consumer Culture,...
by Garvey, Ellen Gruber | PB | Good
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eBay-objectnummer:195608981532
Specificaties
- Objectstaat
- Goed
- Opmerkingen van verkoper
- Binding
- Paperback
- Weight
- 0 lbs
- Product Group
- Book
- IsTextBook
- Yes
- ISBN
- 9780195108224
- Publication Year
- 1996
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Adman in the Parlor : Magazines and the Gendering of Consumer Culture, 1880s to 1910s
- Item Height
- 0.5in
- Item Length
- 6.1in
- Publisher
- Oxford University Press, Incorporated
- Item Width
- 9.1in
- Item Weight
- 13.3 Oz
- Number of Pages
- 240 Pages
Over dit product
Product Information
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.
Product Identifiers
Publisher
Oxford University Press, Incorporated
ISBN-10
0195108221
ISBN-13
9780195108224
eBay Product ID (ePID)
67926
Product Key Features
Publication Name
Adman in the Parlor : Magazines and the Gendering of Consumer Culture, 1880s to 1910s
Format
Trade Paperback
Language
English
Publication Year
1996
Type
Textbook
Number of Pages
240 Pages
Dimensions
Item Length
6.1in
Item Height
0.5in
Item Width
9.1in
Item Weight
13.3 Oz
Additional Product Features
Lc Classification Number
Ps374.S5g34 1996
Reviews
"The Adman in the Parlor makes substantial contributions to both genderand popular culture studies....he Adman in the Parlor is a creative look at theengendering of US consumerism, and it advances needed, novel approaches to theanalysis of the mass marketplace. Ellen Garvey opens up new angles on the makingand marketing of a gender politics that promises American women the world, butgave them only the store."--Women's Review of Books, "A rich and innovative study that will be of interest to anyone concerned with late nineteenth and early twentieth century American culture....Garvey offers a fresh and illuminating reading of American magazines at the turn of the century."--Susan Williams, The Ohio State University, "The Adman in the Parlor makes substantial contributions to both gender and popular culture studies....The Adman in the Parlor is a creative look at the engendering of US consumerism, and it advances needed, novel approaches to the analysis of the mass marketplace. Ellen Garvey opens up newangles on the making and marketing of a gender politics that promised American women the world, but gave them only the store."--Women's Review of Books, "In many ways this is an impressive work. The author draws on an extraordinarily wide variety of sources as she examines how advertising came to appear natural and ordinary to readers of magazines-particularly women-in the period 1880-1910."--Victorian Periodicals Review, "Combining immense learning and theoretical sophistication, this remarkable book greatly enriches our understanding of early twentieth-century American culture. As Ellen Garvey explores the multiform connections between fiction and advertising, she illuminates a whole catalogue of provocativesubjects, including the creation of desire, the consequences of technology for domestic life, the legal and cultural meanings of ownership, and the complex relationships between public and private spheres. Energetic and stylishly-written, The Adman in the Parlor is an important, even anindispensable book."--Peter Conn, University of Pennsylvania, "Combining immense learning and theoretical sophistication, thisremarkable book greatly enriches our understanding of early twentieth-centuryAmerican culture. As Ellen Garvey explores the multiform connections betweenfiction and advertising, she illuminates a whole catalogue of provocativesubjects, including the creation of desire, the consequences of technology fordomestic life, the legal and cultural meanings of ownership, and the complexrelationships between public and private spheres. Energetic andstylishly-written, The Adman in the Parlor is an important, even anindispensable book."--Peter Conn, University of Pennsylvania, "A lively and original look at the ways advertising reshaped everyday life in the United States at the turn of the century, The Adman in the Parlor is full of fascinating details and shrewd observations. It enriches our understanding of a crucial transformation in American 'culturalhistory.'"--Jackson Lears, Rutgers University, "This is a well-organized and well-written book. Garvey avoids jargon almost entirely yet clearly understands current gender and literary theory and methodology. This is a considerable achievement, given current academic practice....a valuable resource for museum professionals who organizeexhibitions and programs about advertising, magazines, the history of women, and the Victorian era in the United States."--Winterthur Portfolio, "Garvey clearly knows her subject matter....The Adman in the Parlor is afascinating investigation of an often overlooked period in Americanhistory..."--Publishers Weekly, "Generously supplied with illustrations, this carefully documented book gives fresh insights into turn-of-the-century America."--Choice, "A rich and innovative study that will be of interest to anyone concerned with late nineteenth and early twentieth century American culture....Garvey offers a fresh and illuminating reading of American magazines at the turn of the century and uses this reading to examine a number of relatedliterary and cultural concerns."--Susan Williams, Ohio State University, "No scholar has so closely and so fruitfully considered the nexus of advertising, fiction, and reading in the first mass circulation magazines as Ellen Garvey. The Adman in the Parlor helps fill out the idea of 'consumer culture' by tracing the steps by which people learned the meanings ofbrand named goods and the techniques and language of advertising. This is a satisfyingly rich study, written with honesty and grace."--Richard Ohmann, Wesleyan University, "A rich and innovative study that will be of interest to anyone concerned with late nineteenth and early twentieth century American culture....Garvey offers a fresh and illuminating reading of American magazines at the turn of the century."--Susan Williams,The Ohio State University, "Garvey's many and rich sources suggest material for collections that academic libraries might be building, preserving, and cataloging....The Adman in the Parlor may be read for fun and profit by any librarian who makes purchases, reads magazines, or thinks about American culture."--Collegeand Research Libraries, "Garvey clearly knows her subject matter....The Adman in the Parlor is a fascinating investigation of an often overlooked period in American history..."--Publishers Weekly
Copyright Date
1996
Topic
Publishing, Graphic Arts / Advertising, Popular Culture, General, American / General, Short Stories, Advertising & Promotion
Lccn
95-009467
Dewey Decimal
813.409
Intended Audience
College Audience
Illustrated
Yes
Genre
Design, Literary Criticism, Business & Economics, Language Arts & Disciplines, Social Science
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