Consuming Angels : Advertising and Victorian Women: Advertising and Victorian Women (Google eBook)

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Oxford University Press, Aug 30, 1994 - Business & Economics - 240 pages
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Timid and retiring, the Victorian housewife was an "angel in the house," or so says the stereotype. But when this angel picked up a popular magazine--The Lady, for instance--she saw in its advertisements images of Grecian goddesses, women warriors, queens, actresses, adventurers. These arrestingly sexual and surprisingly powerful images are the subject of Consuming Angels, a major examination of how Victorian ads shaped social values. Stylishly written and featuring 73 reproductions, this book shows how ads used the hedonistic aspects of Victorian culture to sell their wares, glorified consumerism, and mythologized the middle-class life. Images of aggressive women, Loeb shows, played well to both men and women. And ultimately, these ads helped usher in the twentieth century with the creation of a new community: the community of consumers.
  

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Contents

j Victorian Consumer Culture
3
Commercial Interpretations of the Domestic Ideology
16
Productive Engines
46
Heroes for Sale
72
Evangelical Forms
100
Community and the Individual
128
Elitism or Material
158
The Elite Appeal
164
The Mass Market
175
Notes
185
Bibliography
203
Index
219
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