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In Living Up to the Ads Simone Weil Davis examines commodity culture's impact on popular notions of gender and identity during the 1920s. Arguing that the newly ascendant advertising industry introduced three new metaphors for personhood -- the ad man, the female consumer, and the often female ...

In Living Up to the Ads Simone Weil Davis examines commodity culture's impact on popular notions of gender and identity during the 1920s. Arguing that the newly ascendant advertising industry introduced three new metaphors for personhood -- the ad man, the female consumer, and the often female advertising model or spokesperson -- Davis traces the emergence of the pervasive gendering of American consumerism.

Materials from advertising firms -- including memos, manuals, meeting minutes, and newsletters -- are considered alongside the fiction of Sinclair Lewis, Nella Larsen, Bruce Barton, F. Scott Fitzgerald, and Zelda Fitzgerald. Davis engages such books as Babbitt, Quicksand, and Save Me the Waltz in original and imaginative ways, asking each to participate in her discussion of commodity culture, gender, and identity. To illuminate the subjective, day-to-day experiences of 1920s consumerism in the United States, Davis juxtaposes print ads and industry manuals with works of fiction. Capturing themaverick voices of some of the decade's most influential advertisers and writers, Davis reveals the lines that were drawn between truths and lies, seduction and selling, white and black, and men and women.

Davis's methodology challenges disciplinary borders by employing historical, sociological, and literary practices to discuss the enduring links between commodity culture, gender, and identity construction. Living Up to the Ads will appeal to students and scholars of advertising, American studies, women's studies, cultural studies, and early-twentieth-century American history.

"From demographics to politics to very private memory making, this volume covers the 'grounds' of Irishness as no other I have seen. Considering the variety of topics and the different interests among the contributors, it is remarkable that (the book) is so consistently accessible, jargon-free, and ...

"From demographics to politics to very private memory making, this volume covers the 'grounds' of Irishness as no other I have seen. Considering the variety of topics and the different interests among the contributors, it is remarkable that (the book) is so consistently accessible, jargon-free, and graceful". -- Mary Lowe-Evans, University of West Florida

"A wide-ranging and important collection of essays on the intersections of social class, gender, national identity, and aesthetics in Irish literature and culture. It is a timely and significant contribution to Irish studies". -- Jonathan Allison, University of Kentucky

In one of the first books to bring contemporary critical theory to bear on Irish studies, contributors -- eminent Irish and American scholars -- provide insightful and timely essays on Ireland's changing identity by looking at representations of Ireland in history, film, literature, and political science.

Contributors explore the role of language in identity construction, modern efforts to reconstruct Irish identity after the Great Famine, and the impact of gender and class on nationality Ultimately, the Ireland that emerges from these theoretical, multidisciplinary snapshots is complex, diverse, and largely unmapped. Long defined by others, it is also an Ireland ready and eager to define itself.

Although they wrote in the same historical milieu as their male counterparts, women writers of the 19th- and early 20th-centuries have generally been "ghettoized" by critics into a separate canonical sphere. These original essays argue in favor of reconciling male and female writers, both ...

Although they wrote in the same historical milieu as their male counterparts, women writers of the 19th- and early 20th-centuries have generally been "ghettoized" by critics into a separate canonical sphere. These original essays argue in favor of reconciling male and female writers, both historically and in the context of classroom teaching.

While some of the essays pair up female and male authors who write in a similar style or with similar concerns, others address social issues shared by both men and women, including class tensions, economic problems, and the Civil War experience. Rather than privileging particular genres or certain well-known writers, the contributors examine writings ranging from novels and poetry to autobiography, utopian fiction, and essays. And they consider familiar figures like Harriet Beecher Stowe, Emily Dickinson, and Ralph Waldo Emerson alongside such lesser-known writers as Melusina Fay Peirce, Susie King Taylor, and Mary Gove Nichols.

Each essay revises the binary notions that have been ascribed to males and females, such as public and private, rational and intuitive, political and domestic, violent and passive. Although they do not deny the existence of separate spheres, the contributors show the boundary between them to be much more blurred than has been assumed until now.