Inarticulate Longings: The Ladies' Home Journal, Gender and the Promise of Consumer Culture

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  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 1995-09-29
  • Publisher: Routledge

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A cultural history based onThe Ladies' Home Journal,Inarticulate Longingsoffers a new and provocative perspective on the magazine, the advertising industry, and women's lives during the early twentieth century. The volume explores the contradictions of a social agenda for women that promoted both traditional roles and the promises of a growing consumer culture.

Table of Contents

Introductionp. 1
A Profile of the Ladies' Home Journalp. 11
Housekeeping: The Greatest Business in the Worldp. 49
Women's Paid Work: Setting and Stretching the Boundariesp. 79
Stoves for Women, Votes for Men: The Journal and Women's Political Involvementp. 109
The Amateur Rebel: Female Protagonists in Ladies' Home Journal Fictionp. 137
Advertising Women: The J. Walter Thompson Company Women's Editorial Departmentp. 169
"Every Woman Is Interested in This": Advertising in the Ladies' Home Journalp. 197
Conclusionp. 229
Notesp. 235
Indexp. 273
Table of Contents provided by Blackwell. All Rights Reserved.

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