LEADER 04883nam 2200661Ia 450 001 9910812639203321 005 20240410121422.0 010 0 $a0195355318 010 0 $a9780195355314 035 $a(MiAaPQ)EBC7034208 035 $a(CKB)24235074600041 035 $a(MiAaPQ)EBC272792 035 $a(Au-PeEL)EBL272792 035 $a(CaPaEBR)ebr10279224 035 $a(CaONFJC)MIL52906 035 $a(OCoLC)466428029 035 $a(EXLCZ)9924235074600041 100 $a19950515d1996 uy 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe adman in the parlor$b[electronic resource] $emagazines and the gendering of consumer culture, 1880s to 1910s /$fEllen Gruber Garvey 205 $a1st ed. 210 $aNew York $cOxford University Press$d1996 215 $aviii, 230 p. $cill 320 $aIncludes bibliographical references (p. 187-220) and index. 327 $aIntro -- 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 -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y. 330 $aHow 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. 606 $aAmerican fiction$y19th century$xHistory and criticism 606 $aShort stories$xPublishing$zUnited States$xHistory$y19th century 606 $aPeriodicals$xPublishing$xEconomic aspects$zUnited States 606 $aPopular literature$zUnited States$xHistory and criticism 606 $aAmerican fiction$y20th century$xHistory and criticism 606 $aShort stories, American$xHistory and criticism 606 $aLiterature and society$zUnited States$xHistory 606 $aAdvertising, Magazine$zUnited States$xHistory 606 $aBooks and reading$zUnited States$xHistory 606 $aWomen consumers$zUnited States$xAttitudes 615 0$aAmerican fiction$xHistory and criticism. 615 0$aShort stories$xPublishing$xHistory 615 0$aPeriodicals$xPublishing$xEconomic aspects 615 0$aPopular literature$xHistory and criticism. 615 0$aAmerican fiction$xHistory and criticism. 615 0$aShort stories, American$xHistory and criticism. 615 0$aLiterature and society$xHistory. 615 0$aAdvertising, Magazine$xHistory. 615 0$aBooks and reading$xHistory. 615 0$aWomen consumers$xAttitudes. 676 $a813/.409 700 $aGarvey$b Ellen Gruber$0683138 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 912 $a9910812639203321 996 $aThe adman in the parlor$93942396 997 $aUNINA