Global Political Economy or The Adman in the Parlor

Global Political Economy: Theory and Practice

Author: Cohn

This up-to-date book provides a balanced, in-depth background to main IPE theoretical approaches, examines IPE issues in historical perspective, and discusses domestic-international linkages. Managing the Global Economy Since World War II: The Institutional Framework; The Realist Perspective; The Liberal Perspective; The Historical Structuralist Perspective; International Monetary Relations; Foreign Debt; Global Trade Relations; Regionalism and Global Trade Regime; Multinational Corporations and Global Production; International Development; Current Trends in the Global Political Economy. Anyone interested in international political economy.

Table of Contents:

Ch. 1	Introduction	3
Ch. 2	Managing the global economy since World War II : the institutional framework	23
Ch. 3	The realist perspective	65
Ch. 4	The liberal perspective	89
Ch. 5	The historical structuralist perspective	115
Ch. 6	International monetary relations	143
Ch. 7	Foreign debt and financial crises	181
Ch. 8	Global trade relations	221
Ch. 9	Regionalism and the global trade regime	267
Ch. 10	Multinational corporations and global production	313
Ch. 11	International development	363
Ch. 12	Current trends in the global political economy	411

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The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s

Author: Ellen Garvey

How did advertising come to seem ordinary and even natural to turn-of-the-century magazine readers? 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's analysis interweaves such diverse texts and artifacts as advertising scrapbooks, chromolithographed trade cards and paper dolls, contest rules, and the advertising trade press. She argues that the readers' own participation in advertising, not top-down dictation by advertisers, made advertising a central part of American culture. As magazines became dependent on advertising rather than sales for their revenues, women's magazines led the way in turning readers into consumers through an interplay of fiction and advertising. General magazines, too, saw little conflict between editorial interests and advertising. Instead, advertising and fiction came to act on one another in complex, unexpected ways. Magazine stories illustrated the multiple desires and social meanings embodied in the purchase of a product. Advertising formed the national vocabulary. At once invisible, familiar, and intrusive, advertising both shaped fiction of the period and was shaped by it. The Adman in the Parlor unearths the lively conversations among writers and advertisers about the new prevalence of advertising for mass-produced, nationally distributed products.

Publishers Weekly

At the heart of modern American capitalism lies the consumer. But it wasn't always this way; middle-class American shoppers, primarily women, had to first be educated on the benefits and uses of products. Advertisers and editors at the end of the 19th century worked together to seduce magazine readers with then-new promises of a lifestyle of consumption. Author Garvey examines the sophisticated dynamics of the advertiser-consumer relationship during this pivotal period. She focuses primarily on how admen abandoned traditional boastful copy in favor of a more emotional, feminine appeal and thereby insinuated advertisements into Victorian hearts and homes. These ads blurred the lines between advertising, fiction and fine art, utilizing tactics that would raise eyebrows today. For instance, editors frequently published "puffers," advertisements masquerading as short stories, and justified it as part of the natural union between information and commerce. Also included is an exceptional piece on how advertising reversed longstanding taboos against bicycling for womenin order to sell more bicycles. But the exchange worked both ways; women often took what they wanted from advertising and jettisoned the rest. Garvey clearly knows her subject matter; however, her prose is occasionally dry, and the chapters often read as though they were different articles strung together by a few qualifiers. Nevertheless, The Adman in the Parlor is a fascinating investigation of an often overlooked period in American history when the consumer, and not the thrifty-minded, was first celebrated. (May)