20th century american culture
20th century american history
A01=Roland Marchand
ads
advertising
advertising agency
american cultural history
american culture
american dream
american society
Author_Roland Marchand
Category=KJSA
confession magazines
consumer culture
consumption ethic
cultural history
culture
early 20th century american history
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
gender studies
humanities
marketing techniques
media studies
modernization
newspapers
personal anxieties
radio broadcasts
self image
social history
sociology
tabloids
transformation
united states of america
Product details
- ISBN 9780520058859
- Weight: 953g
- Dimensions: 178 x 254mm
- Publication Date: 16 Sep 1985
- Publisher: University of California Press
- Publication City/Country: US
- Product Form: Paperback
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It has become impossible to imagine our culture without advertising. But how and why did advertising become a determiner of our self-image? "Advertising the American Dream" looks carefully at the two decades when advertising discovered striking new ways to play on our anxieties and to promise solace for the masses. As American society became more urban, more complex, and more dominated by massive bureaucracies, the old American Dream seemed threatened. Advertisers may only have dimly perceived the profound transformations America was experiencing. However, the advertising they created is a wonderfully graphic record of the underlying assumptions and changing values in American culture. With extensive reference to the popular media - radio broadcasts, confession magazines, and tabloid newspapers - Professor Marchand describes how advertisers manipulated modern art and photography to promote an enduring "consumption ethic."
Roland Marchand (1933-1997) was Professor of History at the University of California, Davis, and authored numerous works on American cultural history.
