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'Product placement: Literary modernism and "Crisco"'

'Product placement: Literary modernism and "Crisco"'
'Product placement: Literary modernism and "Crisco"'
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.
2041-1022
21-30
McDonald, Gail
07e4eb8a-d792-467a-b5a7-a73ed461fa5c
McDonald, Gail
07e4eb8a-d792-467a-b5a7-a73ed461fa5c

McDonald, Gail (2006) 'Product placement: Literary modernism and "Crisco"'. Modernist Cultures, 2 (1), 21-30. (doi:10.3366/E204110220900015X).

Record type: Article

Abstract

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.

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Published date: May 2006

Identifiers

Local EPrints ID: 150931
URI: http://eprints.soton.ac.uk/id/eprint/150931
ISSN: 2041-1022
PURE UUID: 2cc0548c-20a4-428d-ba43-a8c2d34c9390

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Date deposited: 21 Jun 2010 13:33
Last modified: 14 Mar 2024 01:18

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Author: Gail McDonald

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