Raising consumers: children and the American mass market in the early twentieth century
"Lisa Jacobson reveals how changing conceptions of masculinity and femininity shaped the ways Americans understood the virtues and vices of boy and girl consumers - and why boys in particular emerged as the heroes of the new consumer age. She also analyzes how children's own behavior, peer...
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Columbia Univ. Press
2004
|
| Series: | Popular cultures, everday lives
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | "Lisa Jacobson reveals how changing conceptions of masculinity and femininity shaped the ways Americans understood the virtues and vices of boy and girl consumers - and why boys in particular emerged as the heroes of the new consumer age. She also analyzes how children's own behavior, peer culture, and emotional investment in goods influenced the dynamics of the new consumer culture." "Raising Consumers is an examination of the social, economic, and cultural forces that produced and ultimately legitimized a distinctive children's consumer culture in the early twentieth century."--BOOK JACKET. |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XIII, 299 S. Ill. |
| ISBN: | 0231113889 |
Staff View
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| adam_text | CONTENTS
ILLUSTRATIONS IX
ACKNOWLEDGMENTS XI
ABBREVIATIONS XV
INTRODUCTION
1
CHAPTER ONE
Big Salesfrom Little Folks :
The Development of Juvenile Advertising
16
CHAPTER TWO
Front Thrift Education to Consumer Training:
Reforming the Child Spender
56
CHAPTER THREE
Heroes of the New Consumer Age:
Imagining Boy Consumers
93
CHAPTER FOUR
Athletic Girls and Beauty Queens:
Imagining the Peer Conscious Adolescent Consumers
127
CHAPTER FIVE
Revitalizing the American Home:
Playrooms, Parenting, and the Middle Class Child Consumer
160
CONTENTS
CHAPTER SIX
Radio Clubs and the Consolidation ofChildren s
Consumer Culture During the Great Depression
183
EPILOGUE 215
NOTES 227
SOURCES FOR I LLU ST R ATI O N S 283
INDEX 287
ILLUSTRATIONS
Figure 1.1. Cream of Wheat advertisement in McClure s Magazine (1906). 22
Figure 1.2. Shredded Wheat advertisement, 1910. 24
Figure 1.3. Wrigley s Gum advertisement in McCall s Magazine (February
1913) 25
Figure 1.4. Whitman s Chocolates and Confections trade card advertisement,
1902. 25
Figure 1.5. Lux advertisement in American Girl (July 1928). 33
Figure 1.6. The Junior Store. 41
Figure 1.7. Cream of Wheat newspaper advertisement, January 1928. 45
Figure 1.8. Puffed Grains cereal advertisement in Youth s Companion
(May 20,1920). 48
Figure 1.9. New Departure Coaster Brake advertisement in American Boy
(May 1916). 49
Figure 1.10. Cartoon in American Boy (December 1939). 49
Figure 1.11. Elgin watch advertisement in Child Life (April 1929). 51
Figure 1.12. Remington Typewriter advertisement in American Boy
(May 1924). 53
Figure 2.1. Philadelphia Savings Fund Society school banking program in
action. 61
Figure 2.2. Philadelphia Savings Fund Society school accounts counter,
1920s. 62
Figure 2.3. Playing Bank President trade card series: Dining with a Wall St.
Bull, Absconding with the Funds, In Prison. 63
Figure 2.4. Philadelphia Savings Fund Society thrift pageant, 1936. 65
Figure 2.5. Philadelphia Savings Fund Society playground thrift pageant,
1924. 66
Figure 2.6. Philadelphia Savings Fund Society photograph promoting its
school banking program, 1925. 70
Figure 2.7. Penny Bank Budget, Woman s Home Companion
(May 1939). 79
X ILLUSTRATIONS
Figure 2.8. Philadelphia Savings Fund Society advertisement placed in ten
Philadelphia high school newspapers, fall 1931. 89
Figure 3.1. PAY dirt, i92O. 98
Figure 3.2. Dictator to the Universe—the Boy. 98
Figure 3.3. When Slim Watson talks carburetors, 1926. 101
Figure 3.4. When they crack the whip you jump, Printers Ink, 1926. 108
Figure 3.5. King Air Rifles advertisement, American Boy (March 1917). 113
Figure 3.6. Burgess Batteries advertisement, American Boy
(September 1928). 116
Figure 3.7. RCA Radiola advertisement, American Boy (June 1927). 117
Figure 3.8. Brunswick Tables advertisement, American Boy
(November 1916). 120
Figure 3.9. Ferry s Seeds advertisement, American Boy (March 1926). 124
Figure 4.1. Keds advertisements in January 1927 and November 1927 issues of
American Girl. 128
Figure 4.2. Cantilever Shoe advertisement, Everygirl s (May 1925). 132
Figure 4.3. Postum advertisement, Everygirl s (March 1926). 135
Figure 4.4. Postum advertisement, American Girl (April 1929). 138
Figure 4.5. Lifebuoy advertisement, American Boy (June 1932). 145
Figure 4.6. Keds advertisement, Everygirl s (May 1930). 148
Figure 4.7. Keds advertisement, American Girl (March 1931). 149
Figure 4.8. Libby s advertisement, American Girl (October 1933). 155
Figure 5.1. Playroom featured in Ans and Decoration (December 1931). 168
Figure 5.2. Kodatoy movie projector advertisement, Saturday Evening Post
(March 7,1931). 171
Figure 5.3. A Child s Play Shelf, featured in Ladies Home Journal
(March 1919). 172
Figure 5.4. Drawing in Children: The Magazine for Parents
(November 1926). 173
Figure 6.1. Cream of Wheat advertisement, Delineator (May 1929). 188
Figure 6.2. Cream of Wheat wall chart. 189
Figure 6.3. Post Toasties advertisement, Country Gentleman
(September 1936). 197
Figure 6.4. Front page of Whatsit tabloid (July 1939). 208
Figure 6.5. Whatsit children s fashions sold at Bloomingdale s (1936). 211
Figure 6.6. Cartoon in Whatsit (November 1937). 213
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| spelling | Jacobson, Lisa Verfasser aut Raising consumers children and the American mass market in the early twentieth century Lisa Jacobson New York Columbia Univ. Press 2004 XIII, 299 S. Ill. txt rdacontent n rdamedia nc rdacarrier Popular cultures, everday lives Includes bibliographical references and index "Lisa Jacobson reveals how changing conceptions of masculinity and femininity shaped the ways Americans understood the virtues and vices of boy and girl consumers - and why boys in particular emerged as the heroes of the new consumer age. She also analyzes how children's own behavior, peer culture, and emotional investment in goods influenced the dynamics of the new consumer culture." "Raising Consumers is an examination of the social, economic, and cultural forces that produced and ultimately legitimized a distinctive children's consumer culture in the early twentieth century."--BOOK JACKET. Geschichte 1900-2000 Geschichte 1900-1940 gnd rswk-swf Cibles (Marketing) - États-Unis - Histoire - 20e siècle Consumptiepatroon gtt Enfants consommateurs - États-Unis - Histoire - 20e siècle Jeugd gtt Publicité et enfants - États-Unis - Histoire - 20e siècle Reclame gtt Segmentation du marché - États-Unis - Histoire - 20e siècle Geschichte Advertising and children United States History 20th century Child consumers United States History 20th century Market segmentation United States History 20th century Target marketing United States History 20th century Kind 4 Jahre (DE-588)4120560-1 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Verbraucherverhalten (DE-588)4062644-1 s Kind 4 Jahre (DE-588)4120560-1 s Geschichte 1900-1940 z DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012958091&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Jacobson, Lisa Raising consumers children and the American mass market in the early twentieth century Cibles (Marketing) - États-Unis - Histoire - 20e siècle Consumptiepatroon gtt Enfants consommateurs - États-Unis - Histoire - 20e siècle Jeugd gtt Publicité et enfants - États-Unis - Histoire - 20e siècle Reclame gtt Segmentation du marché - États-Unis - Histoire - 20e siècle Geschichte Advertising and children United States History 20th century Child consumers United States History 20th century Market segmentation United States History 20th century Target marketing United States History 20th century Kind 4 Jahre (DE-588)4120560-1 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4120560-1 (DE-588)4062644-1 (DE-588)4078704-7 |
| title | Raising consumers children and the American mass market in the early twentieth century |
| title_auth | Raising consumers children and the American mass market in the early twentieth century |
| title_exact_search | Raising consumers children and the American mass market in the early twentieth century |
| title_full | Raising consumers children and the American mass market in the early twentieth century Lisa Jacobson |
| title_fullStr | Raising consumers children and the American mass market in the early twentieth century Lisa Jacobson |
| title_full_unstemmed | Raising consumers children and the American mass market in the early twentieth century Lisa Jacobson |
| title_short | Raising consumers |
| title_sort | raising consumers children and the american mass market in the early twentieth century |
| title_sub | children and the American mass market in the early twentieth century |
| topic | Cibles (Marketing) - États-Unis - Histoire - 20e siècle Consumptiepatroon gtt Enfants consommateurs - États-Unis - Histoire - 20e siècle Jeugd gtt Publicité et enfants - États-Unis - Histoire - 20e siècle Reclame gtt Segmentation du marché - États-Unis - Histoire - 20e siècle Geschichte Advertising and children United States History 20th century Child consumers United States History 20th century Market segmentation United States History 20th century Target marketing United States History 20th century Kind 4 Jahre (DE-588)4120560-1 gnd Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Cibles (Marketing) - États-Unis - Histoire - 20e siècle Consumptiepatroon Enfants consommateurs - États-Unis - Histoire - 20e siècle Jeugd Publicité et enfants - États-Unis - Histoire - 20e siècle Reclame Segmentation du marché - États-Unis - Histoire - 20e siècle Geschichte Advertising and children United States History 20th century Child consumers United States History 20th century Market segmentation United States History 20th century Target marketing United States History 20th century Kind 4 Jahre Verbraucherverhalten USA |
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