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The Adman In The Parlor: Magazines And The Gendering Of Consumer Culture, 1880S To 1910S,New Reuben Arthur The Book Focuses On TheHow Did Advertising Come To Seem Natural And Ordinary To Magazine Readers By The End Of The Nineteenth Century? The Adman In The Parlor Explores Readers' Interactions With Advertising During A Period When Not Only Consumption But Advertising Itself Became Established As A Pleasure. Garvey Argues That Readers' Participation In Advertising, Rather Than Topdown Dictation By Advertisers, Made Advertizing A Central Part Of American Culture. Garvey'S