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

Cambridge, Massachusetts, Oxford University Press, 1996. First Edition. Softcover. Size: 8vo 8" - 9" tall. Sterling condition softcover copy, with unfurled tips, tight binding, and clean internals, showing only very slight shelf- and edge-wear' previous owner's penned note at half-title. From the personal library of a noted Papua New Guinea-based researcher, scholar, activist and teacher, Laura Tamakoshi, who has contributed seminal works and activism on a number of fronts for four decades. From the publisher's blurb, "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 reader's; interactions with advertising during a period when not only consumption but advertising itself became established as a pleasure. Garvey argues that reader's participation in advertising, rather than top-down dictation by advertisers, made advertising 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." Volume contains scholarly apparatus in the form of, e.g., notes, index, and bibliography. viii [2], 2-230 pp.Member, I.O.B.A., C.B.A., and adherent to the highest ethical standards. . . . Near Fine

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