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- catalog abstract "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.".
- catalog contributor b9283258.
- catalog created "1996.".
- catalog date "1996".
- catalog date "1996.".
- catalog dateCopyrighted "1996.".
- catalog description "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.".
- catalog description "Includes bibliographical references (p. 187-220) and index.".
- catalog description "Readers read advertising into their lives: the trade card scrapbook -- Training the reader's attention: advertising contests -- "The commercial spirit has entered in": speech, fiction, and advertising -- Reframing the bicycle: magazines and scorching women -- Rewriting Mrs. Consumer: class, gender, and consumption -- "Men who advertise": ad readers and ad writers -- Conclusion: technology and fiction.".
- catalog extent "viii, 230 p. :".
- catalog identifier "0195092961 (acid-free paper)".
- catalog identifier "0195108221 (pbk. : acid-free paper)".
- catalog issued "1996".
- catalog issued "1996.".
- catalog language "eng".
- catalog publisher "New York : Oxford University Press,".
- catalog spatial "United States".
- catalog spatial "United States.".
- catalog subject "813/.409 20".
- catalog subject "Advertising, Magazine United States History.".
- catalog subject "American fiction 19th century History and criticism.".
- catalog subject "American fiction 20th century History and criticism.".
- catalog subject "Books and reading United States History.".
- catalog subject "Literature and society United States History.".
- catalog subject "PS374.S5 G34 1996".
- catalog subject "Periodicals Publishing Economic aspects United States.".
- catalog subject "Popular literature United States History and criticism.".
- catalog subject "Short stories Publishing United States History 19th century.".
- catalog subject "Short stories, American History and criticism.".
- catalog subject "Women consumers United States Attitudes.".
- catalog tableOfContents "Readers read advertising into their lives: the trade card scrapbook -- Training the reader's attention: advertising contests -- "The commercial spirit has entered in": speech, fiction, and advertising -- Reframing the bicycle: magazines and scorching women -- Rewriting Mrs. Consumer: class, gender, and consumption -- "Men who advertise": ad readers and ad writers -- Conclusion: technology and fiction.".
- catalog title "The adman in the parlor : magazines and the gendering of consumer culture, 1880s to 1910s / Ellen Gruber Garvey.".
- catalog type "Criticism, interpretation, etc. fast".
- catalog type "History. fast".
- catalog type "text".