Chapter

Readers Read Advertising into Their Lives: The Trade Card Scrapbook

Ellen Gruber Garvey

in The Adman in the Parlor

Published in print October 1996 | ISBN: 9780195108224
Published online October 2011 | e-ISBN: 9780199855070 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195108224.003.0002
Readers Read Advertising into Their Lives: The Trade Card Scrapbook

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This chapter discusses how the promulgation of colorful trade cards and scrapbooks in the 1880s and 1890s elicited consumer interaction with advertising. The mass produced, widely distributed cards became a medium with which children could enact the interplay between mass produced goods and the individual home that was becoming an increasing part of their daily lives. Cards also reinforced the sense that planning consumption or deciding what to buy could be yet another source of pleasure, and encouraged consumers to seek out, read, and collect more ads. Moreover, as a two-dimensional simulacrum of shopping that joined social, religious, commercial, and sometimes narrative pleasures, the scrapbook primed its compilers to interact with the magazine as another such two-dimensional form, and to see advertising as an indispensable part of it.

Keywords: magazine advertising; readers; trade cards; scrapbooks

Chapter.  12407 words.  Illustrated.

Subjects: Literary Studies (19th Century)

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