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9780822324461

Living Up to the Ads

by ;
  • ISBN13:

    9780822324461

  • ISBN10:

    0822324466

  • Format: Paperback
  • Copyright: 2000-01-01
  • Publisher: Duke Univ Pr

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Summary

In Living Up to the Ads Simone Weil Davis examines commodity culture's impact on popular notions of gender and identity during the 1920s. Arguing that the newly ascendant advertising industry introduced three new metaphors for personhood--the ad man, the female consumer, and the often female advertising model or spokesperson--Davis traces the emergence of the pervasive gendering of American consumerism.Materials from advertising firms--including memos, manuals, meeting minutes, and newsletters--are considered alongside the fiction of Sinclair Lewis, Nella Larsen, Bruce Barton, F. Scott Fitzgerald, and Zelda Fitzgerald. Davis engages such books as Babbitt, Quicksand, and Save Me the Waltz in original and imaginative ways, asking each to participate in her discussion of commodity culture, gender, and identity. To illuminate the subjective, day-to-day experiences of 1920s consumerism in the United States, Davis juxtaposes print ads and industry manuals with works of fiction. Capturing the maverick voices of some of the decade's most influential advertisers and writers, Davis reveals the lines that were drawn between truths and lies, seduction and selling, white and black, and men and women.Davis's methodology challenges disciplinary borders by employing historical, sociological, and literary practices to discuss the enduring links between commodity culture, gender, and identity construction. Living Up to the Ads will appeal to students and scholars of advertising, American studies, women's studies, cultural studies, and early-twentieth-century American history.

Table of Contents

Acknowledgments ix
Introduction 1(21)
Doubled Truth: Uplift and the Bottom Line
22(24)
The Pep Paradigm: Masculinity, Influence, and Shame in Babbitt and The Man Nobody Knows
46(34)
``Complex Little Femmes'': Adwomen and the Female Consumer
80(25)
``Lending an Air of Importance'': Vehicles at Work
105(37)
In the Tutu or out the Window: Zelda Fitzgerald and the Possibility of Escape
142(44)
Epilogue 186(5)
Notes 191(36)
Bibliography 227(16)
Index 243

Supplemental Materials

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The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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