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The advertising and marketing of the Edwardian prize book: Gender for sale
Örebro University, School of Humanities, Education and Social Sciences. Cardiff University, Cardiff, England.ORCID iD: 0000-0001-5554-4492
2019 (English)In: English Literature in Transition, 1880-1920, ISSN 0013-8339, E-ISSN 1559-2715, Vol. 62, no 1, p. 72-94Article in journal (Refereed) Published
Abstract [en]

This article uses the prize book catalogues of six major British religious and secular publishers of the Edwardian era to explore the advertisement and marketing of gender in the early twentieth century. In particular, it is concerned with how boys and girls were framed by advertisements and whether differences existed according to the beliefs of each publishing house. It also investigates attitudes towards books and their context of use, as well as their strategy of appeal and the values invoked by phrasing. It demonstrates that through their linguistic choices, stereotyping and ideologies, both secular and religious publishers played a key role in the development of a distinct boys’ culture and girls’ culture in Edwardian Britain. While girls were cast into submissive roles based on righteousness and respectability, boys were marketed as the superior sex who had a moral responsibility to advocate Britishness, imperialism and heroism. The analysis shows how mail-order catalogues acted as a precursor to modern mass media, suggesting continuity rather than change in the world of advertising.

Place, publisher, year, edition, pages
ELT Press , 2019. Vol. 62, no 1, p. 72-94
Keywords [en]
Edwardian, prize book, advertising, gender, marketing
National Category
Sociology Specific Literatures
Identifiers
URN: urn:nbn:se:oru:diva-87585ISI: 000454745300004OAI: oai:DiVA.org:oru-87585DiVA, id: diva2:1503686
Available from: 2020-11-25 Created: 2020-11-25 Last updated: 2022-06-17Bibliographically approved

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O’Hagan, Lauren Alex

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