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West's discussion of the role that advertising played in the development of consumption-oriented individualism contributes to the very scant knowledge available on change at the level of personal identity in late imperial Russia. --Louise McReynolds, University of North Carolina at Chapel Hill This richly researched and beautifully illustrated monograph deserves a readership beyond its appeal to historians of consumer culture. The analysis of advertising in the late imperial Russian context is sustained and convincing. It draws upon a long- and well-established scholarly tradition, most notably from Walter Benjamin. --Ian D. Thatcher, European History Quarterly

This fascinating and beautifully-written manuscript offers readers a sophisticated account of the paradoxes of Russian consumer culture in the late Imperial period. It complicates older historiography on economic developments during this time which has focused overwhelmingly on agrarian policies and state-sponsored industrialization. It contributes to a growing literature on modern consumerism in Imperial Russia. And it provides a nuanced reading of the intersection of gender, class, and national identity with the burgeoning commercial sphere. The text s gender analysis moves beyond a focus on ideas about femininity and female gender norms to incorporate constructs of masculinity and male gender norms. This is a significant and welcome intervention. Amy Randall, Santa Clara University West s discussion of the role that advertising played in the development of consumption-oriented individualism contributes to the very scant knowledge available on change at the level of personal identity in late imperial Russia. Louise McReynolds, University of North Carolina at Chapel Hill This richly researched and beautifully illustrated monograph deserves a readership beyond its appeal to historians of consumer culture. The analysis of advertising in the late imperial Russian context is sustained and convincing. It draws upon a long- and well-established scholarly tradition, most notably from Walter Benjamin. Ian D. Thatcher, European History Quarterly West's discussion of the role that advertising played in the development of consumption-oriented individualism contributes to the very scant knowledge available on change at the level of personal identity in late imperial Russia. --Louise McReynolds, University of North Carolina at Chapel Hill This richly researched and beautifully illustrated monograph deserves a readership beyond its appeal to historians of consumer culture. The analysis of advertising in the late imperial Russian context is sustained and convincing. It draws upon a long- and well-established scholarly tradition, most notably from Walter Benjamin. --Ian D. Thatcher, European History Quarterly West's discussion of the role that advertising played in the development of consumption-oriented individualism contributes to the very scant knowledge available on change at the level of personal identity in late imperial Russia. --Louise McReynolds, University of North Carolina at Chapel Hill This fascinating and beautifully-written manuscript offers readers a sophisticated account of the paradoxes of Russian consumer culture in the late Imperial period. It complicates older historiography on economic developments during this time--which has focused overwhelmingly on agrarian policies and state-sponsored industrialization. It contributes to a growing literature on modern consumerism in Imperial Russia. And it provides a nuanced reading of the intersection of gender, class, and national identity with the burgeoning commercial sphere. The text's gender analysis moves beyond a focus on ideas about femininity and female gender norms to incorporate constructs of masculinity and male gender norms. This is a significant and welcome intervention. --Amy Randall, Santa Clara University West's discussion of the role that advertising played in the development of consumption-oriented individualism contributes to the very scant knowledge available on change at the level of personal identity in late imperial Russia. --Louise McReynolds, University of North Carolina at Chapel Hill

<p> This fascinating and beautifully-written manuscript offers readers a sophisticated account of the paradoxes of Russian consumer culture in the late Imperial period. It complicates older historiography on economic developments during this time--which has focused overwhelmingly on agrarian policies and state-sponsored industrialization. It contributes to a growing literature on modern consumerism in Imperial Russia. And it provides a nuanced reading of the intersection of gender, class, and national identity with the burgeoning commercial sphere. The text's gender analysis moves beyond a focus on ideas about femininity and female gender norms to incorporate constructs of masculinity and male gender norms. This is a significant and welcome intervention. --Amy Randall, Santa Clara University

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Sally West is Professor of History at Truman State University.

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