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4.
in 1915 only to be laid away in mothballs a few years later by
the moving pictures 		61
5.
READING MAKETH A FULL MAN. When times were favorable for
reading and reading was a favorite pastime. The world's Best
Seller -- the Bible. Why the Catalog lists no books critical of
the Bible. Fundamentalism in America. Books that must not
be read. The favorite fiction of 1905. Pure authors write pure
books. Virginity and marriage in Catalog literature. A daring
British writer attacks both and is denounced. Sex Attitudes
of America revealed through Sex Books. Culture and Success
by Mail. The famous Elsie Books for Girls. The Rollo Books
for Boys. How to be popular in the parlor. Palmistry and
Dream Books. Etiquette Books and their changes through the
years. The rise of the Bachelor Girl. The serious books of
1905. The popular novels of 1915. Moving-picture Novels.
Mail-order Love. How to write a love letter. Sex again. His-
tory in the Catalog. A new Bible -- Science and Health. The
favorite novels of 1925. The growing passion for popularity.
The Bible still a best seller. The vogue of Personality Books.
Salesman, what of the night? Bruce Barton says that Christ
was an executive. The stupendous circulation of Zane Grey's
books. Nothing succeeds like Sexcess 		66
6.
THE HORSELESS CARRIAGE. When Theodore Roosevelt's auto-
mobile was followed by a carriage. Only 144 miles of paved
roads in America in 1900. In 1910 Sears sells cars guaranteed
to run in mud or sand. The flyer of 1895 that covered fifty-
five miles in ten hours. A young man named Henry Ford.
Life Magazine says no gentleman would own a Car. Physi-
cians fear that crazy men will drive automobiles. William
Allen White in 1912 defends his horse. Automobile Etiquette.
Ford and mass production. The Sears Automobile and what
it would do. Tires. Mr. Ford takes a lesson and gives one.
Motor manufacturers start selling Beauty. The automobile
revolutionizes Sears and forces it to open retail stores 		150
7.
TIME, YOU OLD GYPSY MAN. Quail-and-Cuckoo Clocks. Our
New Acme Queen Cathedral Gong. Our $3.75 Countess Janet
Clock. The Gibson Calendar 8-Day Clock with Thermometer
and Barometer. Alarming Alarms. The Wasp. The Must
Get Up. Cuckoo Clocks come through the British Naval
Blockade of 1915. Alarm Clocks become polite. The Musical
Alarm Clock. Clocks lose their baroque ornamentation. The
vogue of the plain and the simple 		173

-xii-

Questia, a part of Gale, Cengage Learning. www.questia.com

Publication Information: Book Title: The Good Old Days: A History of American Morals and Manners as Seen through the Sears, Roebuck Catalogs 1905 to the Present. Contributors: David L. Cohn - author. Publisher: Simon & Schuster. Place of Publication: New York. Publication Year: 1940. Page Number: xii.
    
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