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

Dr Ellen Gruber Garvey has researched and written a book about magazine advertisements in the late 1800s and early 1900s. The author details how Victorian advertising reached wide audiences of predominantly female readers such as housewives. Before television and radio broadcasting, magazines played a bigger role in society. Magazine advertisements were necessary to sell any product to mass audiences. Housewives were in charge of household purchases rather than their husbands. The magazine advertisements could be cut out to show the salesmen.The book is broken down into six chapters with plenty of illustrations and photographs. Chapter One is entitled "Readers Read Advertising Into Their Lives: The Trade Card Scrapbook." Chapter Two is entitled "Training The Reader's Attention: Advertising Contests." Chapter Three is entitled "The Commercial Spirit Has Entered In:' Speech, Fiction, and Advertising." The fourth chapter is entitled "Refreshing The Bicycle: Magazines and Scorching Women." The fifth chapter is entitled "Rewriting Mrs Consumer: Class, Gender and Consumption." The last chapter is entitled "Men Who Advertise;' Ad Readers and Ad Writers."The magazine advertisements inspired art and contests to readers. They introduced not just new products but keep promoting them. Magazines also introduced culture such as literature and informed readers about current events.The most interesting chapter is perhaps how bicycles threatened society. There was enormous controversy over women riding. Female fashion had to change since women only wore dresses. In order for women to ride comfortably, they would have to wear shorter dresses or pants. There was concern about bicycle seats injuring the female's hymen so they wouldn't be virgins on their wedding day. It's a very enlightening chapter about culture and society.If you are in the magazine business or interested in Victorian history, this book is informative and entertaining as well. The book can be difficult at times but it is well worth the read especially about Victorian living in America. This book is an informative source for a part of Victorian America. Dr Garvey has done a commendable and thankless service in writing this book.