Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Product Placement: Literary Modernism and Crisco

Product Placement: Literary Modernism and Crisco <jats:p> In a highly original contribution, Gail McDonald (Southampton University) demonstrates the connection between modernist literature and marketing by discussing the fortunes of Crisco, a hydrogenated cooking fat advertised during the early decades of the twentieth century. Exploring the concepts of branding, tradition, use and value, McDonald points towards the negotiations between the intellectual and commercial and between the real and the ‘other-worldly’ in modernist literature, whilst also considering the limits of such an enterprise. </jats:p> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Modernist Cultures Edinburgh University Press

Product Placement: Literary Modernism and Crisco

Modernist Cultures , Volume 2 (1): 21 – May 1, 2006

Loading next page...
 
/lp/edinburgh-university-press/product-placement-literary-modernism-and-crisco-TAdatyk9g1
Publisher
Edinburgh University Press
Copyright
© Edinburgh University Press, 2010
ISSN
2041-1022
eISSN
1753-8629
DOI
10.3366/E204110220900015X
Publisher site
See Article on Publisher Site

Abstract

<jats:p> In a highly original contribution, Gail McDonald (Southampton University) demonstrates the connection between modernist literature and marketing by discussing the fortunes of Crisco, a hydrogenated cooking fat advertised during the early decades of the twentieth century. Exploring the concepts of branding, tradition, use and value, McDonald points towards the negotiations between the intellectual and commercial and between the real and the ‘other-worldly’ in modernist literature, whilst also considering the limits of such an enterprise. </jats:p>

Journal

Modernist CulturesEdinburgh University Press

Published: May 1, 2006

There are no references for this article.