The Attic: Visions of Women in 1920s Magazine Advertising



The American Advertising Museum
History of McClure's, a muckraking magazine
S.S. McClure and his magazine
Article on Women and Magazines from
Ida Tarbell and the McClure's Connection


Book of 1920s and 1930s advertising cuts

Hower, Ralph M, The History of an Advertising Agency: N. W.. Ayer and Son at Work, 1869-1939. Rev. ed. Cambridge: Harvard University Press, 1949.

Damon-Moore, Helen, Gender as an Organizing Force in the World of Mass-Circulation Magazines. Madison, Wis., Wisconsin Center for Education Research, School of Education, University of Wisconcin, 1986.

Damon-Moore, Helen, Magazines for the Millions: Gender and Commerce in the Ladies' Home Journal and the Saturday Evening Post, 1880-1910, State University of New York Press, Albany, 1994.

Endres, Kathleen L. and Lueck, Therese L., ed. Women's Periodicals in the United States. Westport Conn., Grenwood Press, 1996.

Keller, Kathryn, Mothers and Work in Popular American Magazines. Greenwood, Westport Conn., 1994.

Vinikas, Vincent, Soft Soap, Hard Sell: American Hygiene in an Age of Advertisement. Iowa State University Press, Ames, 1992.

Humphreys, Nancy K., American Women's Magazines: An Annotated Historical Guide. Garland, New York, 1989.

In the Time Period:

Hall, Roland S., Theory and Practice of Advertising: A Textbook Covering the Development and Fundamental Principles of Advertising and Methods of Representative Advertisers, McGraw-Hill Book Company, Inc., New York, 1926.

Phelps, George Harrison, Tomorrow's Advertisers and Their Advertising Agencies. Harper and Brothers, New York and London, 1929.

Brandt, Edith Roberts, The Memory Value of Advertisements with Special Reference to the Use of Color. New York, 1925.

Cherington, Paul Terry, The Consumer Looks at Advertising. Harper and Brothers, New York and London, 1928.

Luckiesh, Matthew, Light and Advertising and Merchandising. D. Van Nostrand Company, New York, 1927.



Abstract: The advent of the safety bicycle (as opposed to the high wheeler) in the 1890's brought a new freedom of mobility for women as well as a new era in commercial advertising and mass market magazine publishing. While medical debates raged over the safety and benefits of cycling for women, women's magazines sought advertising from bicycle manufacturers. These magazines also created special issues containing stories and articles about women cyclists. These developments highlight a transition in magazine publishing from merely reflecting society to assisting in the creation of social ideals. Magazines no longer counted primarily on subscriptions for revenue, but began relying increasingly on advertisers.
Documentation: Based on women's magazines and novels; 6 illus., 79 notes.
Abstracter: J. L. Presnell

Articles from the Time Period

Hotchkiss, B., "Economic Defense of Advertising," American Economist. March, 1925, 15: sup 14-22.

"Repetition is Reputation," New Republican. August 3, 1927, 51:271.

Chase, S., "Tragedy of Wastes, Wastes of Advertising," New Republican. August 19, 1925, 43:342-5, Discussion: 44:100, 126-7, 139-40, Sept: 16-30.

"U.S.A. as an Advertising Achievement," Literary Digest, September 16-30, 1925, 91:15-16.


Found in America: History & Life (Web browsers only) 1964+:

Loomis, Amy W. "Kodak Women: Domestic Contexts and the Commercial Culture of Photography, 1800's-1980's."
Citation: DAI 1995 55(11): 3341-3342-A. DA9510500
Publication: U. of Massachusetts 1994. 236 pp.
Period: 1880's-1980's.
Subject: Women.; Photography.; Eastman Kodak Company.; Advertising.
Entry: 33:5076

Feldmann, Martha Johnson. "Never Underestimate Empowerment through Consumption: Women and Advertising in the Ladies' Home Journal from the 1880's through the 1920's."
Citation: DAI 1991 52(4): 1488-1489-A. DA9127642
Publication: Memphis State U. 1991. 280 pp.
Period: 1880's-1920's.
Subject: Women.; Periodicals.; Feminism.; Advertising.; Ladies' Home Journal.
Entry: 29:9155

Dodd, Dianne Elizabeth. Title: "Delivering Electrical Technology to the Ontario Housewife, 1920-1939: An Alliance of Professional Women, Advertisers and the Electrical Industry."
Citation: DAI 1990 51(1): 264-265-A.
Publication: Carleton U. [Canada] 1989.
Period: 1920-39.
Subject: Canada.; Women.; Technology.; Ontario.; Housewives.; Electrical Industry.; Advertising.
Entry: 28:4851

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