Consuming Angels: Advertising and Victorian Women

Consuming Angels: Advertising and Victorian Women

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by Lori Anne Loeb
     
 

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

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Overview

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.

Product Details

ISBN-13:
9780195085969
Publisher:
Oxford University Press, USA
Publication date:
07/28/1994
Edition description:
New Edition
Pages:
240
Product dimensions:
6.37(w) x 9.56(h) x 0.77(d)
Lexile:
1340L (what's this?)

Table of Contents

1Victorian Consumer Culture3
2Commercial Interpretations of the Domestic Ideology16
3Progress in the Victorian Advertisement: Productive Engines and Consuming Conflagrations46
4Heroes for Sale72
5Anxiety in the Victorian Advertisement: Evangelical Forms and Material Deliverers100
6Community and the Individual128
7Social Emulation and Mass Consumption: Elitism or Material Democratization?158
8Conclusion180
Notes185
Bibliography203
Index219

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