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Advertising the American Dream
Marchand
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Description for Advertising the American Dream
Paperback. Looks at the decades when advertising discovered ways to play on our anxieties and to promise solace for the masses. This book describes how advertisers manipulated modern art and photography to promote an enduring "consumption ethic." Num Pages: 472 pages, illustrations. BIC Classification: KJSA. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 254 x 178 x 25. Weight in Grams: 513.
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 ... Read more
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 ... Read more
Product Details
Format
Paperback
Publication date
1986
Publisher
University of California Press
Condition
New
Number of Pages
472
Place of Publication
Berkerley, United States
ISBN
9780520058859
SKU
V9780520058859
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-2
About Marchand
Roland Marchand (1933-1997) was Professor of History at the University of California, Davis, and authored numerous works on American cultural history.
Reviews for Advertising the American Dream
"This gracefully written and beautifully illustrated book skillfully explores the complex relationships between advertising and American life in the interwar years."
American Historical Review
"The most thorough treatment of any segment of advertising's history."
American Journal of Sociology
"Roland Marchand has examined 180,000 advertisements from newspapers and magazines of the 1920s and 1930s. . . . ... Read more
American Historical Review
"The most thorough treatment of any segment of advertising's history."
American Journal of Sociology
"Roland Marchand has examined 180,000 advertisements from newspapers and magazines of the 1920s and 1930s. . . . ... Read more