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Consuming Angels : Advertising and Victorian Women - Lori Anne Loeb

Consuming Angels

Advertising and Victorian Women

Hardcover Published: 13th October 1994
ISBN: 9780195085969
Number Of Pages: 240

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Timid and retiring, the Victorian housewife was an "angel in the house," or so says the stereotype. But when this angel picked up a popular magazine--The Lady, for instance--she saw in its advertisements images of Grecian goddesses, women warriors, queens, actresses, adventurers. These arrestingly sexual and surprisingly powerful images are the subject of Consuming Angels, a major examination of how Victorian ads shaped social values. Stylishly written and featuring 73 reproductions, this book shows how ads used the hedonistic aspects of Victorian culture to sell their wares, glorified consumerism, and mythologized the middle-class life. Images of aggressive women, Loeb shows, played well to both men and women. And ultimately, these ads helped usher in the twentieth century with the creation of a new community: the community of consumers.

"The subject of this wonderfully illustrated book goes to the heart of modern life, the establishment of the ethos of consumption (in England) and the necessary role played in it by women. Loeb shows how the home, already transformed by mid-Victorian evangelicalism into a "domestic temple" presided over by feminine virtue, was easily altered by advertisers into the locus of gracious middle-class consumption managed by an equivalent feminine presence."--The Boston Sunday Globe "Loeb's argument about the impact of consumerism on women's status is most compelling....Fascinating and richly illustrated, this work is a welcome addition to social and women's history."--Choice "An excellent reading for my course sermon on women as consumers. Great analysis of images within their historical contect."--Deborah I. Prosser, SUNY at Oneonta "A superb introduction to an advertising mentality which presumably led to the successful marketing of products in an age of rapidly growing consumerism."--The Historian "This is the first time that advertising has been taken apart and examined in this way, and [the book] is a solid starting point from which to study advertising in Victorian Britain."--Victorian Periodicals Review "The subject of this wonderfully illustrated book goes to the heart of modern life, the establishment of the ethos of consumption (in England) and the necessary role played in it by women. Loeb shows how the home, already transformed by mid-Victorian evangelicalism into a "domestic temple" presided over by feminine virtue, was easily altered by advertisers into the locus of gracious middle-class consumption managed by an equivalent feminine presence."--The Boston Sunday Globe "Loeb's argument about the impact of consumerism on women's status is most compelling....Fascinating and richly illustrated, this work is a welcome addition to social and women's history."--Choice "An excellent reading for my course sermon on women as consumers. Great analysis of images within their historical contect."--Deborah I. Prosser, SUNY at Oneonta "A superb introduction to an advertising mentality which presumably led to the successful marketing of products in an age of rapidly growing consumerism."--The Historian "This is the first time that advertising has been taken apart and examined in this way, and [the book] is a solid starting point from which to study advertising in Victorian Britain."--Victorian Periodicals Review "...Provides and invaluable service to all those interested in the history of consumer culture, by making accessible reproductions of a wide sampling of advertisements from turn-of-the-century British magazines."--Victorian Studies "The many illustrations are lessons in themselves...will lead many readers to look at the old ads with new eyes."--The Albion "The dexterity with which Loeb interprets ads as a type of evidence makes this an important study. ...This is an unusual instance in which a title claims less, rather than more, for the scope of the work that the author has accomplished. Loeb's study joins the ranks of the more imaginative investigations of advertisements that have appeared in recent years."--Journal of Social History "There is much to commend in this book. This book is a treasure trove of beautifully illustrated Victorian advertisements, and the reader acquires a real appreciation of the range and typology of the genre."--American Historical Review

Victorian Consumer Culturep. 3
Commercial Interpretations of the Domestic Ideologyp. 16
The Domestic Ideologyp. 18
Commercial Interpretationsp. 21
The Walled Gardenp. 21
The Paraphernalia of Gentilityp. 26
The Angel in the Housep. 33
A Life of Leisurep. 42
Progress in the Victorian Advertisement: Productive Engines and Consuming Conflagrationsp. 46
The Idea of Progressp. 46
Productive Engines: Material Progressp. 50
Consuming Conflagrations: Moral Progressp. 57
Heroes for Salep. 72
The Heroic Tradition and the Victoriansp. 72
Commercial Modelsp. 74
The Expertp. 75
The Adventurerp. 79
The Queenp. 85
The Actressp. 95
Anxiety in the Victorian Advertisement: Evangelical Forms and Material Deliverersp. 100
Anxiety in the Late Victorian Periodp. 100
Commercial Interpretationsp. 102
External Threatsp. 103
Diseasep. 103
Adulterationp. 111
Child Injuryp. 114
Burglaryp. 115
Agep. 117
Marital Discordp. 118
Internal Fearsp. 120
Community and the Individualp. 128
Community in Victorian Englandp. 128
The Commercial Interpretationp. 130
The Individualp. 130
Narcissismp. 130
Romantic Lovep. 132
Maternal Lovep. 139
Communityp. 142
The Private Sphere Invadedp. 142
The Personalization of the Public Spherep. 143
Social Emulation and Mass Consumption: Elitism or Material Democratization?p. 158
The Aristocratic Idealp. 159
The Entrepreneurial Idealp. 162
The Elite Appealp. 164
Luxury Advertisingp. 164
Leisure: Its Class Dimensionp. 170
Historical Patriciansp. 174
The Mass Marketp. 175
Conclusionp. 180
Notesp. 185
Bibliographyp. 203
Indexp. 219
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780195085969
ISBN-10: 0195085965
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 240
Published: 13th October 1994
Country of Publication: US
Dimensions (cm): 24.08 x 15.6  x 2.03
Weight (kg): 0.6