Marketing Modernism between the Two World Wars

Marketing Modernism between the Two World Wars

by Catherine J. Turner
     
 

Looking at the advertising policies of publishing houses in the 1920s and 1930s, Turner (English, College Misericordia) examines the process by which "highbrow" works of fiction, including the work of writers such as D. H. Lawrence, Gertrude Stein, and Ernest Hemingway, were promoted to a mainstream American readership by five publishers. B&w illustrations from… See more details below

Overview

Looking at the advertising policies of publishing houses in the 1920s and 1930s, Turner (English, College Misericordia) examines the process by which "highbrow" works of fiction, including the work of writers such as D. H. Lawrence, Gertrude Stein, and Ernest Hemingway, were promoted to a mainstream American readership by five publishers. B&w illustrations from advertising campaigns are included. Annotation ©2003 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9781558493766
Publisher:
University of Massachusetts Press
Publication date:
06/25/2003
Series:
Studies in Print Culture and the History of the Book
Edition description:
New Edition
Pages:
288
Product dimensions:
6.40(w) x 9.30(h) x 1.10(d)

Table of Contents

Illustrations
Acknowledgments
Introduction: Rethinking Modernism and the Consumer Culture1
Ch. 1The Market for Modernism in the 1920s and 1930s11
Ch. 2Maintaining Highbrow Standards: B. W. Huebsch Opens the Door to Modern Literature45
Ch. 3Opening Markets to Modernism: Alfred Knopf's Promotion of Thomas Mann in the 1920s81
Ch. 4The "Novel of Ideas" Meets the "Overbright Glare of Publicity": Alfred Harcourty and the American Avant-Garde111
Ch. 5Changing American Literary Taste: Scribner's and Ernest Hemingway145
Ch. 6"How to Enjoy James Joyce's Great Novel Ulysses"173
Conclusion: Readers, Consumption, and Highbrow Culture215
Notes225
Bibliography247
Index253

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