Background
Garvey, Ellen Gruber was born on August 3, 1954 in Queens, New York, United States. Daughter of Robert and Miriam Garvey.
(How did advertising come to seem natural and ordinary to ...)
How did advertising come to seem natural and ordinary to magazine readers by the end of the nineteenth century? The Adman in the Parlor explores readers' interactions with advertising during a period when not only consumption but advertising itself became established as a pleasure. Garvey argues that readers' participation in advertising, rather than top-down dictation by advertisers, made advertizing a central part of American culture. Garvey's analysis interweaves such texts and artifacts as advertising trade journals, magazines addressed to elite, middle class, and poorer readerships, scrapbooks, medical articles, paper dolls, chromolithographed trade cards, and contest rules. She tracks new forms of fictional realism that contained brand name references, courtship stories, and other fictional forms. As magazines became dependant on advertising rather than sales for their revenues, women's magazines led the way in making consumers of readers through the interplay of fiction, editorials, and advertising. General magazines, too, saw little conflict between these different interests. Instead, advertising and fiction came to act on one another in complex, unexpected ways. Magazine stories illustrated the multiple desires and social meanings embodied in the purchase of a product. Garvey takes the bicycle as a case study, and tracks how magazines mediated among competing medical, commercial, and feminist discourses to produce an alluring and unthreatening model of women bicycling in their stories. Advertising formed the national vocabulary. At once invisible, familiar, and intrusive, advertising both shaped fiction of the period and was shaped by it. The Adman in the Parlor unearths the lively conversations among writers and advertisers about the new prevalence of advertising for mass-produced, nationally distributed products.
http://www.amazon.com/gp/product/0195108221/?tag=2022091-20
Garvey, Ellen Gruber was born on August 3, 1954 in Queens, New York, United States. Daughter of Robert and Miriam Garvey.
Bachelor, State University of New York, New York City, 1984. Master of Arts, University Massachusetts, 1986. Doctor of Philosophy, University Pennsylvania, 1992.
Reporter, editor Liberation News Service, New York City, 1973-1976. Teaching fellow University Massachusetts, Amherst, 1984-1986. Lecturer, teaching fellow University Pennsylvania, Philadelphia, 1986-1992.
Visiting assistant professor Temple University, 1992-1994. Assistant professor New Jersey City University, 1994—2001, associate professor, since 2001. Board advisors H-AMSTDY, since 1996.
Co-chair women and society seminar Columbia University, New York City, 1996-1998. National Endowment of the Humanities fellow Massachusetts History Society, 2003-2004. Lecturer New York State Council for the Humanities, 2004^.
(How did advertising come to seem natural and ordinary to ...)
Member of Modern Language Association, New York Metropolitan American Studies Association (president 1997-1998), Society for History of Authorship, Readers and Public, Research Society of America Periodicals 1999—2001, Northeast Modern Language Association (Best Essay prize 1992), American Studies Association.