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Inarticulate Longings : The Ladies' Home Journal, Gender and the Promise of Consumer Culture - Jennifer Scanlon

Inarticulate Longings

The Ladies' Home Journal, Gender and the Promise of Consumer Culture


Published: 26th October 1995
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A cultural history based on "The Ladies' Home Journal," "Inarticulate Longings" offers a new and provocative perspective on the magazine, the advertising industry, and women's lives during the early twentieth century.
The volume explores the contradictions of a social agenda for women that promoted both traditional roles and the promises of a growing consumer culture.

Combining attention to textual complexities and contradictions with a clear analyticl and critical voice, Scanlon succedds in showing how mass culture can be both pow erful and pleasurable. This is a significant accomplishment.

Introductionp. 1
A Profile of the Ladies' Home Journalp. 11
Housekeeping: The Greatest Business in the Worldp. 49
Women's Paid Work: Setting and Stretching the Boundariesp. 79
Stoves for Women, Votes for Men: The Journal and Women's Political Involvementp. 109
The Amateur Rebel: Female Protagonists in Ladies' Home Journal Fictionp. 137
Advertising Women: The J. Walter Thompson Company Women's Editorial Departmentp. 169
"Every Woman Is Interested in This": Advertising in the Ladies' Home Journalp. 197
Conclusionp. 229
Notesp. 235
Indexp. 273
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780415911573
ISBN-10: 0415911575
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 290
Published: 26th October 1995
Publisher: Taylor & Francis Ltd
Country of Publication: GB
Dimensions (cm): 22.9 x 15.2  x 1.27
Weight (kg): 0.39
Edition Number: 1