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Training the Reader’s Attention: Advertising Contests

Ellen Gruber Garvey

in The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Published in print:
1996
Published Online:
October 2011
ISBN:
9780195108224
eISBN:
9780199855070
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195108224.003.0003
Subject:
Literature, American, 19th Century Literature

By the 1890s, as magazines became economically dependent on advertising rather than on sales of copies or subscriptions, magazine publishers, acting in the interests of advertisers, developed an ... More


“Men Who Advertise”: Ad Readers and Ad Writers

Ellen Gruber Garvey

in The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Published in print:
1996
Published Online:
October 2011
ISBN:
9780195108224
eISBN:
9780199855070
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195108224.003.0007
Subject:
Literature, American, 19th Century Literature

This chapter explores status of the ad reader—increasingly presumed to be female—and the ad writer, presumed male. While women were being positioned as advertising readers, “good writing” of both ads ... More


“The Commercial Spirit Has Entered In”: Speech, Fiction, and Advertising

Ellen Gruber Garvey

in The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Published in print:
1996
Published Online:
October 2011
ISBN:
9780195108224
eISBN:
9780199855070
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195108224.003.0004
Subject:
Literature, American, 19th Century Literature

As advertising increasingly entered daily life, writers and commentators grappled with the meaning of the new advertising discourse. This chapter examines the more diffuse movement of advertising ... More


Rewriting Mrs. Consumer: Class, Gender, and Consumption

Ellen Gruber Garvey

in The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Published in print:
1996
Published Online:
October 2011
ISBN:
9780195108224
eISBN:
9780199855070
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195108224.003.0006
Subject:
Literature, American, 19th Century Literature

This chapter looks at a larger pattern of changes in women's relationship to commodities and their purchase. It shows that as advertisers increasingly defined women as their target audience, ... More


Readers Read Advertising into Their Lives: The Trade Card Scrapbook

Ellen Gruber Garvey

in The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Published in print:
1996
Published Online:
October 2011
ISBN:
9780195108224
eISBN:
9780199855070
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195108224.003.0002
Subject:
Literature, American, 19th Century Literature

This chapter discusses how the promulgation of colorful trade cards and scrapbooks in the 1880s and 1890s elicited consumer interaction with advertising. The mass produced, widely distributed cards ... More


Reframing the Bicycle: Magazines and Scorching Women

Ellen Gruber Garvey

in The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Published in print:
1996
Published Online:
October 2011
ISBN:
9780195108224
eISBN:
9780199855070
Item type:
chapter
Publisher:
Oxford University Press
DOI:
10.1093/acprof:oso/9780195108224.003.0005
Subject:
Literature, American, 19th Century Literature

This chapter takes up the question of how advertising and fiction interacted in relation to a single commodity. When the safety bicycle in the 1890s made bicycling accessible to women, wheelwomen ... More


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