Soft Hands for the Seder: The Portrayal of Gender in the Advertising of the Keneder Adler, 1920-1935

Type of resource
Author/collaborator
Title
Soft Hands for the Seder: The Portrayal of Gender in the Advertising of the Keneder Adler, 1920-1935
Abstract
The author argues that images and captions from advertising in the Yiddish-language Montreal daily newspaper Der Keneder Adler gave a generation of immigrant women in the inter-war years an "identity construction kit" from which to refashion themselves as modern Jewish women. She points out that the advertisements were in many ways a mirror of Canadian society. They also offered multiple images of Jewish femaleness, drawing their readers into a common North-American discourse of individualism and providing them with the ideal of the modern female as a woman of leisure. The author points out that the advertisements may have contributed to the compartmentalization of Jewish ritual and to the alienation of women from it.
Publication
Canadian Jewish Studies/Études juives canadiennes
Volume
Vol. 15
Pages
37-52
Date
2007
Language
en
URL
Citation
Lerner, Eve. “Soft Hands for the Seder: The Portrayal of Gender in the Advertising of the Keneder Adler, 1920-1935.” Canadian Jewish Studies/Études juives canadiennes Vol. 15 (2007): 37–52. http://cjs.journals.yorku.ca/index.php/cjs/article/view/22608/21079.
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