Explores interactions between novels and advertising in the construction of subjectivity in the early part of the twentieth century.

How does a blatant lying in TV commercials—like Joe Isuzu's manic claims—create public trust in a product or a company? How does a company associated with a disaster, Exxon or Du Pont for example, restore its reputation? What is the real story behind the rendering of the now infamous Joe Camel? And what is the deeper meaning of living in an ad, ad, ad world? For a decade, journalist Leslie Savan has been exposing the techniques used by advertisers to push products and pump up corporate images. In the lively essays in this collection, Savan penetrates beneath the slick surfaces of specific ads and marketing campaigns to show how they reflect and shape consumer desires. Savan's interviews with ad agencies and corporate clients—along with her insightful analyses of influential TV sports—reveal how successful advertising works. Ads do more than command attention. They are signposts to the political, cultural, and social trends that infiltrate the individual consumer's psyche. Think of the products associated with corporate mascots—the drum-beating bunny, the cereal-pushing tiger, the doughboy—that have become pop culture icons. Think cool. Think of the clothing manufacturer that uses multiracial imagery. Think progressive. Buy their worldview, buy their product. When virtually every product can be associate with some positive self-image, we are subtly refashioned into the advertiser's concept of a good citizen. Like it or not, we lead "the sponsored life."

The mute gestures of advertising images are frozen for posterity by photographers and illustrators, gestures that, for better or worse, perpetuate a certain aesthetic and eventually become emblematic of a period. The images of today display the values of a society that has more interest in the body than the mind. They are technoenhanced labyrinths of unattainable appearances that leave women and men feeling horrified, estranged, and restricted by unrealistic, silent mandates. Measuring Up looks at advertising as more than just a way to extract money from unsuspecting people but as a vehicle for conveying the larger views of a confining, body-obsessed culture. By weaving theoretical and textual insights from feminist and cultural studies with the voices of real women and men, Measuring Up offers a unique reception analysis of the effects of repetitious exposure to advertisements of perfect bodies in our everyday lives. Shields examines a particular, complex relationship between the idealized images of gender we see in advertising and our own thoughts, feelings, and behavior in relation to these images. The study is unique in presenting audience reception in terms of ethnographic data, not textual interpretations alone. Measuring Up engages with and informs current theoretical debates within these sometimes complementary and sometimes contradictory literatures: feminist media studies, feminist film theory, critical social theory, cultural studies, and critical ethnography. This is an important work that explores the forms and channels of power used in one of the most insidious and overt means of mass influence in popular culture.

Winner of the 2023 Emily Toth Award for Best Single Work in Women's Studies “All-Electric” Narratives is the first in-depth study of time-saving electrical appliances in American literature. It examines the literary depiction of refrigerators, vacuum cleaners, oven ranges, washing machines, dryers, dishwashers, toasters, blenders, standing and hand-held mixers, and microwave ovens between 1945, when the “all-electric” home came to be associated with the nation's hard-won victory, and 2020, as contemporary writers consider the enduring material and spiritual effects of these objects in the 21st century. The appropriation and subversion of the rhetoric of domestic electrification and time-saving comprises a crucial, but overlooked, element in 20th-century literary forms and genres including Beat literature, Black American literature, second-wave feminist fiction, science fiction, and postmodernist fiction. Through close-readings of dozens of literary texts alongside print and television ads from this period, Dini shows how U.S. writers have unearthed the paradoxes inherent to claims of appliances' capacity to “give back” time to their user, transport them into a technologically-progressive future, or “return” them to some pastoral past. In so doing, she reveals literary appliances' role in raising questions about gender norms and sexuality, racial exclusion and erasure, class anxieties, the ramifications of mechanization, the perils and possibilities of conformity, the limitations of patriotism, and the inevitable fallacy of utopian thinking-while both shaping and radically disrupting the literary forms in which they operated.