Jump to ContentJump to Main Navigation
The Adman in the ParlorMagazines and the Gendering of Consumer Culture, 1880s to 1910s$
Users without a subscription are not able to see the full content.

Ellen Gruber Garvey

Print publication date: 1996

Print ISBN-13: 9780195108224

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195108224.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 13 December 2019

Reframing the Bicycle: Magazines and Scorching Women

Reframing the Bicycle: Magazines and Scorching Women

Chapter:
(p.106) 4 Reframing the Bicycle: Magazines and Scorching Women
Source:
The Adman in the Parlor
Author(s):

Ellen Gruber Garvey

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780195108224.003.0005

This chapter takes up the question of how advertising and fiction interacted in relation to a single commodity. When the safety bicycle in the 1890s made bicycling accessible to women, wheelwomen found themselves riding through contested terrain. The new mobility that bicycles offered was both attractive to feminists and the target of attack by conservative forces. By working together within the larger framework of the magazine, advertising and fiction made a seemingly threatening new product attractive to potential users. While ads could address a specific manifestation of the threat by promoting a new product like the “hygienic” saddle, the larger issues raised by women's increased mobility couldn't be headed off as easily. Magazine stories took on those issues by rewriting the product's apparent threat to traditional roles. They subsumed the potential conflict within a discourse of consumption.

Keywords:   magazine advertising, fiction, bicycles, bicycling, women

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .