Gendered Spectatorship, Jewish Women and Psychological Advertising in Weimar Germany.
While approaches to advertising had been evolving since the mid‐nineteenth century, Germany in the 1920s saw an increase in the conceptualization of the consumer as a subject who could be both anticipated as a type and addressed as an individual. Weimar Berlin was the site of crystallization for a g...
| Published in: | Women's History Review Vol. 15; no. 4; pp. 625 - 637 |
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| Format: | Article |
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Taylor & Francis Ltd
Sep2006
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| Online Access: | View this record in EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=22391224&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 22391224 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 09612025 GP6 jtl: Women's History Review issn: 09612025 maglogo: N pubinfo: dt: Sep2006 vid: 15 iid: 4 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 22391224 10.1080/09612020500530778 ppf: 625 ppct: 12 formats: fmt: – @attributes: type: T – @attributes: type: P size: 72KB tig: atl: Gendered Spectatorship, Jewish Women and Psychological Advertising in Weimar Germany. aug: au: Buerkle, Darcy su: Jewish women Culture Human sexuality Women in literature Psychology Advertising Nazis Socialists Weimar (Thuringia, Germany) Germany sug: subj: Weimar (Thuringia, Germany) Germany Jewish women Culture Human sexuality Women in literature Psychology Advertising Nazis Socialists ab: While approaches to advertising had been evolving since the mid‐nineteenth century, Germany in the 1920s saw an increase in the conceptualization of the consumer as a subject who could be both anticipated as a type and addressed as an individual. Weimar Berlin was the site of crystallization for a growing interest in the psychology of advertising: women’s private lives and sexuality were being mined, reconfigured and marketed in the public sphere. This article investigates the problem of the Jewish woman as an entity in 1920s advertising texts and visual culture. It argues that while well‐studied post‐1933 advertising was typified by the imprint of Nazi ideology, the emergence of images coded Jewish in Weimar Berlin represents a moment that has garnered little attention in its specificity. By focusing on it, the author makes suggestions about the degree to which the image of the New Woman as consumer in Weimar Germany situated Jewish women’s spectral desire and thus resulted in historical circumstance characterized by symbolic domination and social death. This development precedes the Nazi takeover which would, of course, capitalize on it. Using visual material and advertising manuals from the Weimar period, the article will both assert an invocation of images coded Jewish and female as images that could ‘sell’ and, also, theorize German Jewish women’s spectatorship of mass‐produced ‘images of self’ in the 1920s and 1930s. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Women's History Review is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Women's History Review holder: Taylor & Francis Ltd dt: @attributes: year: 2006 holdings: @attributes: islocal: N |
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