Living Up to the Ads: Gender F

Davis, Simone Weil

ISBN 10: 0822324466 / ISBN 13: 9780822324461

Verlag: Duke University Press, 2000

Item in very good condition! Textbooks may not include supplemental items i.e. CDs, access codes etc. Bestandsnummer des Verkäufers 00086486065

Inhaltsangabe:

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.

Über die Autorin bzw. den Autor:

Simone Weil Davis is Assistant Professor of English at Long Island University.

Bibliografische Details

Titel: Living Up to the Ads: Gender F
Verlag: Duke University Press
Erscheinungsdatum: 2000
Einband: Softcover
Zustand: Very Good