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The Adman in the ParlorMagazines and the Gendering of Consumer Culture, 1880s to 1910s$
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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

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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

“Men Who Advertise”: Ad Readers and Ad Writers

“Men Who Advertise”: Ad Readers and Ad Writers

(p.166) 6 “Men Who Advertise”: Ad Readers and Ad Writers
The Adman in the Parlor

Ellen Gruber Garvey

Oxford University Press

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 and fiction in the middle-class magazine was being defined as writing for men and often by men: concise writing for the busy businessman. Advertisers and the magazines that acted for them expressed their ambivalence about both addressing women and publishing them. Women were to be advertising readers and consumers, not writers.

Keywords:   magazines advertising, ad writing, ad writers, readers

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