Author's note: An earlier draft of this essay was presented at the Woodrow Wilson Center, Smithsonian Institution, Washington, D.C.

For indispensable assistance, I wish to thank the Wilson Center staff, especially Margie DiNenna, Michael Lacey, and my research assistant Marguerite Jones. I am also indebted to the staff of the National Museum of American History, especially Spencer Crew, Pete Daniel, and Lorene Mayo. For criticism of some of the ideas in this paper, I am grateful to William Leach, David Nasaw, Lawrence Levine, Christopher Lasch, Jean-Christophe Agnew, and Warren Susman. I owe the most to Karen Parker Lears: for unfailingly astute criticism, extraordinary patience, and tenacious commitment.

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103. Quaker Oats, 1903, A.C., book 50Google Scholar; Shredded Wheat, 1902, A.C., book 68Google Scholar; Colgan's Mint Chips, 1911, A.C., book 53Google Scholar; Colt Light Co., 1926, A.C., book 136Google Scholar; Campbell's Soup, SEP 203 (13 09 1930), 35Google Scholar; Eureka Vacuum Cleaners, SEP 203 (11 10 1930), 126–7Google Scholar; Dupont Cellophane, SEP 203 (20 09 1930), 67.Google Scholar

104. “The Female Figure in Advertisements,” PI 26 (8 03 1899), 10Google Scholar; “Trade Psychology and the Electric Sign,” PI 71 (4 05 1910), 16Google Scholar; General Cigar Co., SEP 203 (25 10 1930), 102Google Scholar; Jordan Motor Car Co., 1919, A.C., book 14.Google Scholar

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106. General Electric, SEP 203 (6 09 1930), 62–5Google Scholar; Eveready Batteries, 1927, A.C., book 35Google Scholar; Tuska Radio, 1923, A.C., book 18.Google Scholar

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109. Bettelheim, Bruno, The Uses of Enchantment: The Meaning and Importance of Fairy Tales (New York: Knopf, 1976)CrossRefGoogle Scholar discusses fairy tales as agents of socialization but overlooks their religious significance. For a useful corrective, see Ruskin, John, “Fairy Stories,” in Cook, E. T. and Wedderburn, Alexander, eds., The Works of John Ruskin, 39 vols., (London: G. Allen, 1903–1912), Vol. 19, pp. 233–9Google Scholar. Bloch, Ernst emphasizes the utopianism of fairy tales in A Philosophy of the Future, tr. Cumming, John (New York: Herder and Herder, 1970), pp. 92–4.Google Scholar

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