Mitra, B., M. and Johnson, Rachel, E. (2015) Gender Construction in Kays Catalogues: 1920 to the New Millennhttp://jvwresearch.org/ium, Cambridge, Cambridge Academic Ltd.
This book examines the gendered discourses disseminated through Kays Catalogue promoted through advertising for fashion, toys, household items and various images within the Catalogue.
Moving from the 1920s to the end of the Catalogue’s life in 2000, different aspects and ideologies are examined ranging from toys and fashion to the city of Worcester. Overall, this book can be read as one comprehensive analysis of mail order Catalogues focusing on Kays Catalogue or as individual chapters focusing on specific themes.
This book adds to the body of knowledge investigating ideologies in mail order consumerism.