LEADER 03947nam 2200661 a 450 001 9910786604103321 005 20221007171309.0 010 $a0-8223-7764-0 024 7 $a10.1515/9780822377641 035 $a(CKB)3710000000213979 035 $a(OCoLC)891395262 035 $a(CaPaEBR)ebrary10904257 035 $a(SSID)ssj0001291144 035 $a(PQKBManifestationID)11837144 035 $a(PQKBTitleCode)TC0001291144 035 $a(PQKBWorkID)11244877 035 $a(PQKB)10396528 035 $a(MiAaPQ)EBC3007930 035 $a(DE-B1597)553616 035 $a(DE-B1597)9780822377641 035 $a(OCoLC)1170271127 035 $a(EXLCZ)993710000000213979 100 $a20150424d2000|||| s|| | 101 0 $aeng 135 $aur||#|||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aNew Americanists : Living Up to the Ads : Gender Fictions of the 1920s$b[electronic resource] 210 $aDurham, NC, USA$cDuke University Press$d20000301 210 $cDuke University Press 215 $a1 online resource (263 p.) 225 0 $aNew Americanists Living up to the ads 300 $aBibliographic Level Mode of Issuance: Monograph 311 $a0-8223-2411-3 327 $tFrontmatter --$tContents --$tAcknowledgments --$tIntroduction --$tChapter I Doubled Truth --$tChapter 2 The Pep Paradigm --$tChapter 3 "Complex Little Femmes" --$tChapter 4 "Lending an Air of Importance" --$tChapter 5 In the Tutu or out the Window --$tEpilogue --$tNotes --$tBibliography --$tIndex 330 $aIn Living Up to the Ads Simone Weil Davis examines commodity culture?s impact on popular notions of gender and identity during the 1920s. Arguing that the newly ascendant advertising industry introduced three new metaphors for personhood?the ad man, the female consumer, and the often female advertising model or spokesperson?Davis traces the emergence of the pervasive gendering of American consumerism.Materials from advertising firms?including memos, manuals, meeting minutes, and newsletters?are considered alongside the fiction of Sinclair Lewis, Nella Larsen, Bruce Barton, F. Scott Fitzgerald, and Zelda Fitzgerald. Davis engages such books as Babbitt, Quicksand, and Save Me the Waltz in original and imaginative ways, asking each to participate in her discussion of commodity culture, gender, and identity. To illuminate the subjective, day-to-day experiences of 1920s consumerism in the United States, Davis juxtaposes print ads and industry manuals with works of fiction. Capturing the maverick voices of some of the decade?s most influential advertisers and writers, Davis reveals the lines that were drawn between truths and lies, seduction and selling, white and black, and men and women.Davis?s methodology challenges disciplinary borders by employing historical, sociological, and literary practices to discuss the enduring links between commodity culture, gender, and identity construction. Living Up to the Ads will appeal to students and scholars of advertising, American studies, women?s studies, cultural studies, and early-twentieth-century American history. 606 $aSOCIAL SCIENCE$2bisac 606 $aGender Studies$2bisac 606 $aSex role in advertising$xHistory$y20th century$zUnited States 606 $aSex role in literature 606 $aCommerce$2HILCC 606 $aBusiness & Economics$2HILCC 606 $aAdvertising$2HILCC 615 7$aSOCIAL SCIENCE 615 7$aGender Studies 615 0$aSex role in advertising$xHistory 615 0$aSex role in literature 615 7$aCommerce 615 7$aBusiness & Economics 615 7$aAdvertising 676 $a659.1/042 700 $aDavis$b Simone Weil$f1957-$01466638 801 0$bPQKB 906 $aBOOK 912 $a9910786604103321 996 $aNew Americanists : Living Up to the Ads : Gender Fictions of the 1920s$93677153 997 $aUNINA