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The Adman in the Parlor – Magazines and the Gendering of Consumer Culture, 1880s to 1910s - Oxford Scholarship Online
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The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Ellen Gruber Garvey


This book explores a reader's interactions with advertising during a period when not only consumption but advertising itself became established as a pleasure. The book argues that participation in advertising, rather than top-down dictation by advertisers, made advertising a central part of American culture. It 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 ... More

Keywords: advertising, magazines, American culture, advertisers, fiction

Bibliographic Information

Print publication date: 1996 Print ISBN-13: 9780195108224
Published to Oxford Scholarship Online: October 2011 DOI:10.1093/acprof:oso/9780195108224.001.0001


Affiliations are at time of print publication.

Ellen Gruber Garvey, author
Jersey City State College