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  E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/32626238 Title: The adman in the parlor : magazines and the gendering of consumer culture, 1880s to 1910s Author: Ellen Gruber Garvey Publisher: New York : Oxford University Press, 1996. ISBN/ISSN: 0195108221 9780195108224 0195092961 9780195092967 OCLC:32626238

  
  

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• American fiction -- 19th century -- History and criticism.
• Short stories -- Publishing -- United States -- History -- 19th century.
• Periodicals -- Publishing -- Economic aspects -- United States.
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The adman in the parlor : magazines and the gendering of consumer culture, 1880s to 1910s

Author:	Ellen Gruber Garvey
Publisher:	New York : Oxford University Press, 1996.
Edition/Format:	Book : EnglishView all editions and formats
Summary:	How 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.  Read more...
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