Table of Figures Acknowledgements Glossary Introduction Patriotism and Gracious Living in Tobacco Advertising Saving for Happiness - Individual Banking Accounts Advertisements The Modern Housewife - A New Kind of Shanghai Woman Shame, Guilt, and National Products Ziyoutan Revisited - The Literature Supplement and Its Writers Re-defining Shenbao's Readership Postscript: On ambivalent individualities Bibliography References