Chapter

“Men Who Advertise”: Ad Readers and Ad Writers

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/9780195108224.003.0007
“Men Who Advertise”: Ad Readers and Ad Writers

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This chapter explores status of the ad reader—increasingly presumed to be female—and the ad writer, presumed male. While women were being positioned as advertising readers, “good writing” of both ads and fiction in the middle-class magazine was being defined as writing for men and often by men: concise writing for the busy businessman. Advertisers and the magazines that acted for them expressed their ambivalence about both addressing women and publishing them. Women were to be advertising readers and consumers, not writers.

Keywords: magazines advertising; ad writing; ad writers; readers

Chapter.  8107 words.  Illustrated.

Subjects: Literary Studies (19th Century)

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