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Consumer ChroniclesCultures of Consumption in Modern French Literature$
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David H. Walker

Print publication date: 2011

Print ISBN-13: 9781846314872

Published to Liverpool Scholarship Online: June 2013

DOI: 10.5949/UPO9781846317156

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‘Les Vénus des comptoirs’: Feminism and Shopping in the 1920s

‘Les Vénus des comptoirs’: Feminism and Shopping in the 1920s

(p.168) 10 ‘Les Vénus des comptoirs’: Feminism and Shopping in the 1920s
Consumer Chronicles
Liverpool University Press

During the early 1920s, France experienced monetary difficulties and financial crisis, yet saw its economy grow dramatically. Don Slater declares that the 1920s marked the rise of consumer culture and the beginnings of mass consumption. In a study of advertising material and store catalogues, Adam C. Stanley argues that the increasing consumer culture played a key role in the reconstruction and reaffirmation of traditional female roles after World War I. In his 1926 novel Les Comptoirs de Vénus, Jean Valmy-Baysse offers a strongly feminist interpretation of consumer culture in France during the period. This chapter examines the link between feminism and shopping in early twentieth-century France.

Keywords:   France, consumer culture, feminism, shopping, mass consumption, Adam C. Stanley, Les Comptoirs de Vénus, Jean Valmy-Baysse

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