Marketing Modernism between the Two World Wars

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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
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Editorial Reviews

Wim Van Mierlo
""Marketing Modernism" remains a substantial contribution to he history of the modernist book that will undoubtedly inspire further research in this field."
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Product Details

Table of Contents

Introduction: Rethinking Modernism and the Consumer Culture 1
Ch. 1 The Market for Modernism in the 1920s and 1930s 11
Ch. 2 Maintaining Highbrow Standards: B. W. Huebsch Opens the Door to Modern Literature 45
Ch. 3 Opening Markets to Modernism: Alfred Knopf's Promotion of Thomas Mann in the 1920s 81
Ch. 4 The "Novel of Ideas" Meets the "Overbright Glare of Publicity": Alfred Harcourty and the American Avant-Garde 111
Ch. 5 Changing American Literary Taste: Scribner's and Ernest Hemingway 145
Ch. 6 "How to Enjoy James Joyce's Great Novel Ulysses" 173
Conclusion: Readers, Consumption, and Highbrow Culture 215
Notes 225
Bibliography 247
Index 253
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