Advertisements, Novels, and A Priori Ideology: A Response to Davidson, Chapters 3 & 4

In reading chapters three and four of Davidson's book, I became especially interested in the role advertisements played in attracting and influencing readers. How much power did the advertisement have in attracting would be readers and setting a priori ideological undertones for the work it was promoting and in which it was contained?

I find it telling that in the 19th century, non-novels were being advertised as novels. Obviously the novel as a genre had developed a kind of sway, a kind of power that the captivity narrative, the biography had not. And this development seems to have happened rapidly, historically speaking, as the 18th century saw novels being advertised as, for instance, "sentimental histories." I tend to think of the advertisement today as having more power than the product itself, but in early America, it would seem that the novel--as a product and as a genre--empowered the advertising industry. (I wonder what a reader would think upon opening a captivity narrative that had been advertised as a novel. Would the novel label hold? Or would the reader realize she had been duped? How much power does a predefined label have over us?)

But that is not to say that advertisements as a genre were not powerful--they certainly were. And advertisements within a particular work seemed to play a role in shaping not only that work's ideological grounding, but also the ideology behind the works in the advertisements themselves.  An advertisement for Mary Wollstonecraft's A Vindication of the Rights of Woman within the pages of Charlotte Temple may have suggested to readers some of the novel's more feminist undertones, but Charlotte may also have suggested to readers unfamiliar with Wollstonecraft that her work would be one of a feminist slant similar to Rowson's because of the advertisement's placement. The relationship between advertisement and text, then, became one of mutual benefit, at least from the perspective of the printer/publisher. (In that respect, I wonder if Davidson would have benefited from considering the printer/publisher's role as an educator.) Moreover--if I may throwback to our friend Starr for a moment--advertisements and texts interacted with each other in a very horizontal way, mimicking the way in which the reader interacted with texts and advertisements, too (at least according to Davidson). 

It is in this light that I read Davidson's assertion that "it is necessary to ask not only who could read but what they read; not only what they read but in what context" (122). In that regard, as Davidson later says, the novel indeed "was not culturally autonomous but, rather, was contiguous with other literary forms, was intertwined with the social and political concerns of the day, and was part of the activities of the reader's life" (139). 

            One of these "other literary forms" was, as I have asserted, the advertisement. Davidson uses advertisements as a way to read the perceived target audience of a work: "The advertisements included in early American novels also indicate that they were often targeted specifically for children, women, or a new and relatively untutored readership, not for the intellectual elite" (139). 

            Her footnote on this subject is even more illuminating: "For example, in the 1794 edition of Charlotte, Mathew Carey advertised other books by Rowson as well as Wollstonecraft's The Rights of Women [sic] (for $1), suggesting that he anticipated a primarily female (and feminist?) audience. In an 1811 edition of the same novel, most of the books advertised at the back are juvenile works, as are the preponderance of books in the 1815 edition of Sarah Savage's The Factory Girl. Conversely, in a 1793 edition of Rowson's textbook, Universal Geography, nearly all of the ads are for books by or about women, including some novels" (408). 

Clearly, then, something changed between 1794 and 1811. The context in which readers were reading was different: Charlotte was not a new novel, and developments in education--as well as the advertisements themselves--suggest that Charlotte was a book readers were able to approach at a young age. (One could also go down the path of considering how the advertisements indicated mothers who would see value in their children's education as Charlotte's readers. I do not do that here, but it is certainly a worthy and most [more?] feasible conjecture.) Maybe, then, Charlotte's potential to promote its particular brand of ideology was even more powerful, as it was getting readers at an early age, when their minds were more open to new, potentially subversive ideas than an adult female reader's mind would have been. In fact, what was subversive to an adult woman may not have seemed subversive to a young reader at all, simply because she did not have the epistemological foregrounding on which to base sophisticated binary distinctions such as subversive/non-subversive in the first place. Charlotte as a children's book (dare I call it a Bildungsroman of sorts?), then, is not so much a demotion as a promotion of its star--not to be confused with Starr--potential.