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Title: The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s by Ellen Gruber Garvey ISBN: 0-19-510822-1 Publisher: Oxford Univ Pr on Demand Pub. Date: May, 1996 Format: Paperback Volumes: 1 List Price(USD): $25.00

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Summary: Magazines as a product of Female Consumerism
Comment: Ellen Gruber Garvey has examined closely the phenomena of therise of businesses due to consumerism in "The Adman in the Parlor: Magazines and the Gendering of Consumer Culture: 1880s to 1910s." She explains how the term "magazine" comes from the French "Magasin," or department store. Magazines in America did indeed function very much as department stores, and advertisement-supported magazines constructed female readers to become consumers. Magazines of this era did not believe in the ad/editorial split. Instead, they relied on each other for effectiveness, with advertisements sometimes overlapping into fiction.
Garvey explains the genesis of magazines through trade card scrapbooks kept by young women and adolescents of the middle class, which prepared them to read advertisements and become consumers, as did advertising contests. Consumers supported magazines, which in turn offered advertisements, and to illustrate or enact allegiance to the magazine, consumers would follow the ads and buy the products.
These ads eventually became proliferated through national publications, and brand names became associated with national character. The 1890s safety bicycle initiated the first all-out female-marketed ads. Medical ads pro and against infiltrated the magazines, as did issues about female mobility.
Not all magazines were alike, however. Different magazines addressed different needs of the classes, Delineator was aimed at the upper class and cash-poor individuals subscribed to publications on how to make their own clothing.
Garvey believes the ad-reader was presumed female, and the ad-writer (or "adman") was male. This reversed the initial courtship ritual enacted in 19th Century France between shopgirl and male patron and brought the courtship home, where the adman seduced the female reader through the magazine.

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