Packaging the Folk: Tradition and Amnesia in American Advertising, 1880-1940


By samyr.ahmad

Packaging the Folk: Tradition and Amnesia in American Advertising, 1880-1940

Lears, Jackson. In Folk Roots, New Roots: Folklore in American Life. Lexington, MA: Museum of Our National Heritage, 1988. Pp. 103-140.

Thirty page bibliography

Leavy, Barbara Fass. “Wilkie Collins Cinderella: The History of Psychology and The Woman in White.” Dickens Studies Annual: Essays on Victorian Fiction, 10, 1982, pp. 91-141.

[Preface: Genesis: Belles Dames sans Merci, Swan Maidens, Demon Lovers; The Swan Maiden Tale: A Summary; Woman as Other; Folk Narratives and Fantasy: Narrative as Self-expression; Quest or Search: Gender Significance in Two Story Patterns.

[Chapter 1: The Dangerous Adventure: Antithetical Stories: The Captured Fairy Bride and the Woman Abducted by a Demon Lover; The Symbolic Otherworld; Impossible Tasks: The Literary Critic as Folklorist; Problems of Folklore Methodology (Genre Criticism: Myth, Legend, Folktale; Fakelore and the Folklore Purist; Discredited Theories; Problems of Interpretation: Fieldwork and Textual Analysis; Culture Specificity versus the Universalist Approach to Folklore; Text Contamination: From Folk Narrators to Folklore Collectors; Varieties of Folktale “Translation”; Definition of the “Folk”; Women and Men: Differences in Story Choice, Narration, and Folklore Gathering); Vari-ability of Patriarchy: Degrees of Female Anatomy; Narrative Reconstruction: The Role of Folktale Variants.

[Chapter 2: Urvasi and the Swan Maidens: The Runaway Wife: Swan Maidens Who are Not Swans; The Meaning of the Swan as Signifier of the Story Type; Swan and Serpent: Odette and Odile; Gender Conflict in the Sanskrit Tale of Pururavas and Urvasi: Urvasi as Swan Maiden; Myths of Romantic Love: Realism in the Swan Maiden Tale; Swan Maidens and Valkyries: The Immortal Brides of the Icelandic Saga; Kidnap and Rape: The Capture of the Swan Maiden (How the Swan Maiden Becomes a Captive Bride; The Swan Maidens Domestic Life; How the Swan Maiden Regains Her Freedom); Female Bonding in the Swan Maiden Tale (The Swan Maidens Enforced Separation from Her Sisters; Woman as Socializer of Other Women in a Mans World; An Example from Anthropology: The Cameroon Mermaid Rites; Whose Story Is It?

[Chapter 3: The Devils Bride: Urvasi and the Gandharvas Triangular Relationships (Swan Maiden, Husband, Supernatural Spouse; Mortal Woman, Husband, Demon Lover); Conflict and Fantasy: Fidelity to the Other World; The Ballad of “The Demon Lover” [Child 243]: An Analysis); Shirley Jacksons Demonic Seducer: James Harris; The Collapse of the Triangle: The Ordinary Husband as Demon Lover; Devils and Witches (Wildness and Civilization; Woman and Nature: Patriarchy and the Control of Woman; The Unmarried Woman: Widows, Spinsters, and Other Deviants; The Swan Maiden as Witch; Witches and Fairies; Animals as Demon Lovers); The North American Star Husband Tales.

The Escaped Swan Maiden and the Husband Who Wants Her Back)

[Chapter 4: The Animal Groom: Animal Groom Tales: Cupids and Psyches, Beauties and Beasts, Frog Princes – and Others; The Paradox of the Search for the Lost Husband: Active Heroine or Penitent Wife?; Swan Maidens in Animal Groom Tales; Cupid, Psyche, and the Realities of Wedlock; The Reluctant Bride: Exogamous Marriages; Bestiality; Bruno Bettelheim and the Animal Groom Cycle: Errors and Insights; Importance of Gender in the Tales and Their Tellers; Fathers and Mothers in Animal Groom Tales; The Lohengrin Legend: Swan Maidens, Swan Knights, and Swan Children; Civilizing the Beast: Womans Role in Culture; Taboo Motifs: Narrative Devices and Thematically Significant Story Elements; Defying the Taboo: Psyches Quest for Consciousness; The Variability of Psyche (Obedient Psyches; Willful Psyches: Taming the Shrew; Greedy Psyches; Psyche as Patient Griselda: The Prototype of the Dutiful Wife; Obedient and Disobedient Daughters; Lascivious and Perverse Psyches; Courageous Psyches); Psyche and Consciousness Raising: Sisterhood and Power; Sexual Awakening and Sexual Repression; Metamorphoses: Taming the Beast; Nature and Culture: The Price of Disenchantment; Mutual Disenchantments; Rhetoric and the Cupid and Psyche Tale.

[Chapter 5: Swan Maiden and Incubus: The Incubi as Pururavass Rival; Incubus as Demon Lover and Incubus as Night; A Transformation: From Folklore to Demonology; The Mar-Wife Story: Swan Maiden as Nightmare Demon; the Mare in Nightmare: The Gender and Sexual Significance of Horses and Riders; Secret Visits to the Otherworld: Witches Sabbaths, Supernatural Revels, and Other Orgies; The Fear of Woman; Inquisitions and Exorcisms: Mutilations and Executions; The Heretical Swan Maiden; From Nature Spirit to Incubus – and the Reverse; Swan Maiden and Demon Lover as Dream Figures: Theoretical Aspects; The Collective and Individual Nature of Dreams; The Danger of the Dreaming Woman: Literary and Folkloristic Examples; Fallen Angels: Genesis 6; Lilith: Liberated Woman as Demon; Natural and Unnatural Mothers: Swan Maidens, Lilith, La Llorona, Medea; The Demon Child: Changelings and Other Deviant Children in Folklore, Literature, and Film; The Devil Baby of Hull House and the Abuse of Woman.

[Chapter 6: The Animal pawn shops in NM Bride: Handsome and the Beastess: A Neglected Story Pattern; The Slaughter of the Swan Maiden; Two Different Swan Maiden Story Patterns (The Swan as Captured Fairy Bride; The Swan as Enchanted Mortal Woman); The Significance of Happy Endings: Swan Maidens Who Wish to Be Won Back; The Mysterious Housekeeper Stories: The Domestic Swan Maiden; Struggles for Power: The Master-Maid (Male Passivity; The Woman as Performer of Superhuman Tasks; The Enchanted Woman Who Must Disenchant Herself; The Disenchanted Woman: Diminished Power and Status; Jason and Medea Folktales: Medea as Swan Maiden); The Tale of the Three Oranges: Marriage and Dependency; Fair and Foul: Loathly Ladies and Black Swans; Substitute Brides: The Ideal of the Perfect Wife; Myths of Feminine Evil: The Repellent Animal Bride (The Wild Woman; The Animal in the Animal Brides; The Female Werewolf and Other Demon Animals; The Vagina Dentata Motif; The Impurity of the Menstruating Woman); Russalka and the Forcibly Domesticated Wife; Melusine and Other Serpent Brides: The Phallic Woman; Disenchantment as Mutilation; Woman and Exorcism; The Fearful Kiss and the Disappointed Animal Bride: Examples of Unbroken Enchantments; Broken Taboos and Wife Abuse in Animal Bride Tales.

[Chapter 7: Orpheuss Quest: The Swan Maiden Tale from a Mans Point of View; Folklore and the Myth of Orpheus and Eurydice; Fairylands and Infernos: The Romance of Sir Orfeo; Eurydice as Swan Maiden: Victim or Demon?; Orpheuss Failure and Patriarchal Power (Models of Masculinity; Myths of Male Superiority; Ineffectual Husbands); Orpheus and the Broken Taboo; The Abused Wife: Varieties of Marital Failure; Confused Orpheuses: What Does Woman Want?; Dependent Orpheuses (Anxious Husbands; Helpless Widowers; Abandoned Spouses); Misogynistic Orpheuses; Separation from the Female Parent: Witches, Mothers, and Mothers-in-law; The Oedipal Split: Fathers, Demon Lovers, and Other Male Models; The Vulnerability of Orpheus.

[Chapter 8: Etains Two Husbands: The Swan Maidens Choice: Puruavass Ascent to the Gods and the Allure of the Real World; Swan Maidens Who Choose the Human World; The Demon Lover as Trickster: Outwitting the Diabolical Seducer; The Wager for the Swan Maiden: Etain, Dae; The Folktale of “The Two Husbands”; Nuclear Families in Folktales: The Symbolically Integrated Personality; Choice and Fantasy: Choice as Fantasy; The Dancing Dress: Ibsens Nora as Swan Maiden; Noras Choice; Folktales and Runaway Wives. ]


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