03933nam 2200817Ia 450 991046565920332120200520144314.01-4237-5937-01-280-52906-70-19-535531-8(CKB)2560000000295598(EBL)272792(OCoLC)466428029(SSID)ssj0000097314(PQKBManifestationID)11130854(PQKBTitleCode)TC0000097314(PQKBWorkID)10114363(PQKB)10349515(StDuBDS)EDZ0000034448(MiAaPQ)EBC272792(Au-PeEL)EBL272792(CaPaEBR)ebr10279224(CaONFJC)MIL52906(EXLCZ)99256000000029559819950515d1996 uy 0engur|||||||||||txtccrThe adman in the parlor[electronic resource] magazines and the gendering of consumer culture, 1880s to 1910s /Ellen Gruber GarveyNew York Oxford University Press19961 online resource (241 p.)Description based upon print version of record.0-19-510822-1 0-19-985507-2 Includes bibliographical references (p. 187-220) and index.Contents; Introduction; 1 Readers Read Advertising into Their Lives: The Trade Card Scrapbook; 2 Training the Reader's Attention: Advertising Contests; 3 ""The Commercial Spirit Has Entered In"": Speech, Fiction, and Advertising; 4 Reframing the Bicycle: Magazines and Scorching Women; 5 Rewriting Mrs. Consumer: Class, Gender, and Consumption; 6 ""Men Who Advertise"": Ad Readers and Ad Writers; Conclusion: Technology and Fiction; Notes; Index;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 poorerreaderships, scrapboAmerican fiction19th centuryHistory and criticismShort storiesPublishingUnited StatesHistory19th centuryPeriodicalsPublishingEconomic aspectsUnited StatesPopular literatureUnited StatesHistory and criticismAmerican fiction20th centuryHistory and criticismShort stories, AmericanHistory and criticismLiterature and societyUnited StatesHistoryAdvertising, MagazineUnited StatesHistoryBooks and readingUnited StatesHistoryWomen consumersUnited StatesAttitudesElectronic books.American fictionHistory and criticism.Short storiesPublishingHistoryPeriodicalsPublishingEconomic aspectsPopular literatureHistory and criticism.American fictionHistory and criticism.Short stories, AmericanHistory and criticism.Literature and societyHistory.Advertising, MagazineHistory.Books and readingHistory.Women consumersAttitudes.302.2324809.93505813/.409Garvey Ellen Gruber683138MiAaPQMiAaPQMiAaPQBOOK9910465659203321The adman in the parlor2106405UNINA