Title
The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s,Used
Sold by Ergodebooks, an authorized reseller.
Returns accepted within 30 days | support@ergodebooks.com
Shipping Information
- Free Standard Shipping — United States only
- Processing Time: 1–3 business days
- Estimated Delivery: 3–5 business days after dispatch
- Double-boxed, fully insured & discreetly packaged
- Tracking number sent via email once dispatched
- Orders over $250 require signature upon delivery. Taxes calculated at checkout.
Returns & Refund
Returns accepted within 30 days of delivery.
Damaged or Defective Item
Free return shipping + replacement or full refund
Wrong Item Received
Free return shipping + replacement or full refund
Change of Mind
Return shipping at customer's expense · 25% restocking fee applies
Payment Option
How did advertising come to seem natural and ordinary to magazine readers by the end of the nineteenth century? 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 argues that readers' participation in advertising, rather than topdown dictation by advertisers, made advertizing a central part of American culture. Garvey's analysis interweaves such texts and artifacts as advertising trade journals, magazines addressed to elite, middle class, and poorer readerships, scrapbooks, medical articles, paper dolls, chromolithographed trade cards, and contest rules. She 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 of fiction, editorials, and advertising. General magazines, too, saw little conflict between these different interests. 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. Garvey takes the bicycle as a case study, and tracks how magazines mediated among competing medical, commercial, and feminist discourses to produce an alluring and unthreatening model of women bicycling in their stories.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 massproduced, nationally distributed products.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the main theme of 'The Adman in the Parlor'? A: The main theme of 'The Adman in the Parlor' is the exploration of how advertising became a natural and integral part of American consumer culture from the 1880s to the 1910s, focusing on the interactions between readers and advertising.
- Q: Who is the author of 'The Adman in the Parlor'? A: The author of 'The Adman in the Parlor' is Ellen Gruber Garvey.
- Q: How many pages does 'The Adman in the Parlor' have? A: 'The Adman in the Parlor' has a total of 240 pages.
- Q: What is the binding type of this book? A: The book is available in paperback binding.
- Q: When was 'The Adman in the Parlor' published? A: 'The Adman in the Parlor' was published on June 6, 1996.
- Q: What is the significance of advertising in the context of this book? A: The book discusses the significance of advertising as a cultural force that shaped consumer behavior and influenced the narrative forms in magazines during the late 19th and early 20th centuries.
- Q: Does 'The Adman in the Parlor' focus on specific case studies? A: Yes, the book includes case studies, one of which focuses on the portrayal of bicycles in magazines and how they mediated various discourses related to women and consumerism.
- Q: Is there a specific audience for 'The Adman in the Parlor'? A: The book is aimed at readers interested in media studies, advertising history, women's studies, and American cultural history.
- Q: What kind of sources does Garvey use in her analysis? A: Garvey uses a variety of sources, including advertising trade journals, magazines, scrapbooks, and fictional texts to analyze the interplay between advertising and consumer culture.
- Q: What makes this book relevant for understanding modern advertising? A: 'The Adman in the Parlor' is relevant for understanding modern advertising as it provides historical context on how advertising evolved to become an accepted part of everyday life, influencing current marketing strategies.