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Doing Emotions History$
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Susan J. Matt and Peter N. Stearns

Print publication date: 2013

Print ISBN-13: 9780252038051

Published to Illinois Scholarship Online: April 2017

DOI: 10.5406/illinois/9780252038051.001.0001

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PRINTED FROM ILLINOIS SCHOLARSHIP ONLINE (www.illinois.universitypressscholarship.com). (c) Copyright Illinois University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ISO for personal use.date: 23 November 2020

Advertising for Love

Advertising for Love

Matrimonial Advertisements and Public Courtship

(p.120) Chapter 6 Advertising for Love
Doing Emotions History

Pamela Epstein

University of Illinois Press

This chapter discusses how matrimonial ads give a new and unique insight into the way that rapid urban growth and capitalism of the nineteenth century affected people's intimate lives and their approach to experiencing love. Matrimonial advertisers provide an excellent window into how these upheavals in society were negotiated; they were ordinary men and women who wanted nothing more than to conform to a middle-class lifestyle but felt forced to find traditional relationships in an unconventional fashion. Matrimonial advertisements provided a space, for urban dwellers in particular, in which to experiment with a new kind of personal interaction. Matrimonials revealed individuals who were on the move—both geographically and socially—circulating themselves in public in an attempt to find intimacy.

Keywords:   love, nineteenth century, matrimonial ads, matrimonial advertisers, matrimonial advertisements, urban middle class, matrimonials, intimacy

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