A Token of My Affection: Greeting Cards and American Business Culture

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Overview

Each year in the United States, millions of mass-produced greeting cards proclaim their occasional messages: "For My Loving Daughter," "On the Occasion of Your Marriage," and "It's a Boy!" For more than 150 years, greeting cards have tapped into and organized a shared language of love, affection, and kinship, becoming an integral part of American life and culture. Contemporary incarnations of these emotional transactions performed through small bits of decorated paper are often dismissed as vacuous clichés employing worn-out stereotypes. Nevertheless, the relationship of greeting cards to systems of material production is well worth studying and understanding, for the modern greeting card is the product of an industry whose values and aims seem to contradict the sentiments that most cards express. In fact, greeting cards articulate shifting forms of love and affiliation experienced by people whose lives have been shaped by the major economic changes of the late nineteenth and twentieth centuries. A Token of My Affection shows in fascinating detail how the evolution of the greeting card reveals the fundamental power of economic organization to enable and constrain experiences of longing, status, desire, social connectedness, and love and to structure and partially determine the most private, internal, and intimate of feelings.

Beautifully illustrated, A Token of My Affection follows the development of the modern greeting card industry from the 1840s, as a way of recovering that most elusive of things -- the emotional subjectivity of another age. Barry Shank charts the evolution of the greeting card from an afterthought to a traditional printing and stationery business in the mid-nineteenth century to a multibillion-dollar industry a hundred years later. He explains what an industry devoted to emotional sincerity means for the lives of all Americans. Blending archival research in business history with a study of surviving artifacts and a literary analysis of a broad range of relevant texts and primary sources, Shank demonstrates the power of business to affect love and the ability of love to find its way in the marketplace of consumer society.

Columbia University Press

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Editorial Reviews

Enterprise & Society - David Farber

An intellectually rich, deeply researched history of mass-produced consumer good whose success depends on its ability to connect people emotionally.

Journal of American History - Cele C. Otnes

This well-written and nicely illustrated book illuminates how the imagery in greeting cards has reflected overt and covert classist assumptions.

American Studies - Catherine Gudis

A Token of My Affection is an important work of American studies and contributes much to business history.

American Historial Review - Lori Merish

A beautifully illustrated, painstakingly researched book... [a] smart, ambitious, innovative study.

Choice

This volume will be a useful addition to marketing and social sciences collections... Recommended

Choice

This volume will be a useful addition to marketing and social sciences collections... Recommended

Enterprise & Society
An intellectually rich, deeply researched history of mass-produced consumer good whose success depends on its ability to connect people emotionally.

— David Farber

Antiques & The Arts Weekly

A carefully detailed history... An interesting read.

Journal of American History
This well-written and nicely illustrated book illuminates how the imagery in greeting cards has reflected overt and covert classist assumptions.

— Cele C. Otnes

Antiques and the Arts Weekly

A carefully detailed history.

American Studies
A Token of My Affection is an important work of American studies and contributes much to business history.

— Catherine Gudis

American Historial Review
A beautifully illustrated, painstakingly researched book... [a] smart, ambitious, innovative study.

— Lori Merish

Read More Show Less

Product Details

  • ISBN-13: 9780231118798
  • Publisher: Columbia University Press
  • Publication date: 6/27/2006
  • Series: Popular Cultures, Everyday Lives Series
  • Edition description: New Edition
  • Pages: 368
  • Product dimensions: 5.70 (w) x 7.90 (h) x 0.80 (d)

Meet the Author

Barry Shank is professor of comparative studies at The Ohio State University. He is the author of Dissonant Identities: The Rock 'n' Roll Scene in Austin, Texas. His work on popular culture has appeared in such journals as boundary 2, Radical History Review, American Studies, and American Quarterly.

Columbia University Press

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Table of Contents

Introduction: Structured Feelings amid Circulations of the HeartVicious Sentiments: Nineteenth-Century Valentines and the Sentimental Production of Class BoundariesThe Nineteenth-Century Christmas Card: The Chromo-Reproduction of Sentimental ValueCorporate Sentiment: The Rise of the Twentieth-Century Greeting Card Industry and the American Culture of BusinessCondensation, Displacement, and Masquerade: The Dream-Work of Greeting CardsKnitting the Social Lace: The Use of Greeting CardsAll This Senseless Rationality: Beyond the End of the Modern Era of Greeting Cards

Columbia University Press

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