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Advertising the American Dream : Making Way for Modernity, 1920-1940 (85 Edition)

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Synopses & Reviews

Please note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.

Publisher Comments:

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."

Synopsis:

"A convincing and perceptive analysis that provides a careful sociological portrait of advertising agency people in the 1920s and 1930s. Marchand has rare talent for bringing out things in the ads that the reader would not have seen alone."—Michael Schudson, University of California, San Diego

"This work illuminates some of the most important developments in twentieth-century America."—T.J. Jackson Lears, Rutgers University

About the Author

Roland Marchand (1933-1997) was Professor of History at the University of California, Davis, and authored numerous works on American cultural history.

Product Details

ISBN:
9780520058859
Author:
Marchand, Roland
Publisher:
University of California Press
Location:
Berkeley :
Subject:
General
Subject:
United states
Subject:
Advertising & Promotion
Subject:
Customs & Traditions
Subject:
Social conditions
Subject:
Advertising
Subject:
Unated states
Subject:
Social mobility
Subject:
United States - General
Subject:
Business-Advertising
Edition Number:
1st pbk. print.
Edition Description:
Trade paper
Series Volume:
2903-4F
Publication Date:
19860931
Binding:
TRADE PAPER
Language:
English
Illustrations:
Yes
Pages:
472
Dimensions:
10 x 7 x 1 in 1.13 lb

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Related Subjects

Business » Advertising
Business » Marketing
Health and Self-Help » Psychology » General
History and Social Science » American Studies » General
History and Social Science » American Studies » Popular Culture
History and Social Science » Politics » General
History and Social Science » Sociology » General
History and Social Science » World History » General
Textbooks » General

Advertising the American Dream : Making Way for Modernity, 1920-1940 (85 Edition) Used Trade Paper
0 stars - 0 reviews
$32.00 In Stock
Product details 472 pages University of California Press - English 9780520058859 Reviews:
"Synopsis" by ,
"A convincing and perceptive analysis that provides a careful sociological portrait of advertising agency people in the 1920s and 1930s. Marchand has rare talent for bringing out things in the ads that the reader would not have seen alone."—Michael Schudson, University of California, San Diego

"This work illuminates some of the most important developments in twentieth-century America."—T.J. Jackson Lears, Rutgers University

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