Jump to ContentJump to Main Navigation
The Adman in the ParlorMagazines and the Gendering of Consumer Culture, 1880s to 1910s$
Users without a subscription are not able to see the full content.

Ellen Gruber Garvey

Print publication date: 1996

Print ISBN-13: 9780195108224

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195108224.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 21 April 2021

Readers Read Advertising into Their Lives: The Trade Card Scrapbook

Readers Read Advertising into Their Lives: The Trade Card Scrapbook

(p.16) 1 Readers Read Advertising into Their Lives: The Trade Card Scrapbook
The Adman in the Parlor

Ellen Gruber Garvey

Oxford University Press

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 became a medium with which children could enact the interplay between mass produced goods and the individual home that was becoming an increasing part of their daily lives. Cards also reinforced the sense that planning consumption or deciding what to buy could be yet another source of pleasure, and encouraged consumers to seek out, read, and collect more ads. Moreover, as a two-dimensional simulacrum of shopping that joined social, religious, commercial, and sometimes narrative pleasures, the scrapbook primed its compilers to interact with the magazine as another such two-dimensional form, and to see advertising as an indispensable part of it.

Keywords:   magazine advertising, readers, trade cards, scrapbooks

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .