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Copywriting Gertrude Stein: Advertising, Anonymity, Autobiography

Copywriting Gertrude Stein: Advertising, Anonymity, Autobiography <jats:p> This article traces the parallel, though in some ways inverted, early careers of Gertrude Stein and Helen Woodward: one a celebrated but little-read modernist author and the other a widely-read but largely anonymous copywriter. The first section draws comparisons between early twentieth-century changes in advertising copy and Stein's literary innovations, focusing on the techniques used by Stein and copywriters like Woodward to direct attention to ordinary objects or promote branded products by appealing to the individual reader's experience and subjectivity. The second section goes on to consider the contrasting definitions and public expectations of the author within the contexts of high modernism and modern advertising, respectively. The article concludes with brief analysis of the techniques of attribution, promotion and anonymity within the autobiographies of these two writers, suggesting that the contrast in approaches to life writing were largely due to how creative and corporate authors held highly contrasting public positions in early twentieth-century America. </jats:p> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Modernist Cultures Edinburgh University Press

Copywriting Gertrude Stein: Advertising, Anonymity, Autobiography

Modernist Cultures , Volume 11 (3): 331 – Nov 1, 2016

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Publisher
Edinburgh University Press
Copyright
© Edinburgh University Press 2016
Subject
Articles; Film, Media and Cultural Studies
ISSN
2041-1022
eISSN
1753-8629
DOI
10.3366/mod.2016.0144
Publisher site
See Article on Publisher Site

Abstract

<jats:p> This article traces the parallel, though in some ways inverted, early careers of Gertrude Stein and Helen Woodward: one a celebrated but little-read modernist author and the other a widely-read but largely anonymous copywriter. The first section draws comparisons between early twentieth-century changes in advertising copy and Stein's literary innovations, focusing on the techniques used by Stein and copywriters like Woodward to direct attention to ordinary objects or promote branded products by appealing to the individual reader's experience and subjectivity. The second section goes on to consider the contrasting definitions and public expectations of the author within the contexts of high modernism and modern advertising, respectively. The article concludes with brief analysis of the techniques of attribution, promotion and anonymity within the autobiographies of these two writers, suggesting that the contrast in approaches to life writing were largely due to how creative and corporate authors held highly contrasting public positions in early twentieth-century America. </jats:p>

Journal

Modernist CulturesEdinburgh University Press

Published: Nov 1, 2016

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