Advertising the American dream : making way for modernity, 1920-1940 (Book, 1985) []
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Advertising the American dream : making way for modernity, 1920-1940

Author: Roland Marchand
Publisher: Berkeley : University of California Press, ©1985.
Edition/Format:   Print book : State or province government publication : EnglishView all editions and formats

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  Read more...


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Genre/Form: History
Material Type: Government publication, State or province government publication, Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Roland Marchand
ISBN: 0520052536 9780520052536 9780520058859 0520058852
OCLC Number: 11574067
Description: xxii, 448 pages : illustrations (some color) ; 26 cm
Contents: 1. Apostles of modernity --
Picking up the tempo --
Practical heroics and versatility --
Erasing the Barnum image --
The advertisement becomes "modern" --
Side by side with the consumer --
Three legends in the making --
Selling satisfactions --
2. Men of the people : the new professionals --
Two routes to professionalism --
Ambassadors of the consumer --
Atypical men, and women --
The agency subculture : courtiers and creators --
Competition, craftsmanship, and cynicism --
Benign deceptions --
3. Keeping the audience in focus --
Keys to the consumer mind : confessions and tabloids --
The matinee crowd --
The limits of consumer citizenship --
Sizing up the constituency : the feminine masses --
"Oh, what do the simple folk like?" --
"Getting to know them" --
In search of the typical consumer --
Feedback from secondary audiences --
Folk wisdom, uplift, and the irresponsible public. 4. Abandoning the great genteel hope : from sponsored radio to the funny papers --
Sponsorship only : radio as cultural uplift --
Super-advertising and the specter of saturation --
Interweaving the commercial --
Crooners and commercials : from intrusion to intimacy --
Entertainment triumphs : the descent into the funny papers --
5. The consumption ethic : strategies of art and style --
Advertising and the color explosion --
Uplifted tastes and borrowed atmospheres --
The mystique of the ensemble --
Modern art and advertising dynamics --
Photography as sincerity --
Art and the consumption ethic --
Progressive obsolescence --
The gospel of the full cereal bowl. 6. Advertisements as social tableaux --
The concept of a social tableau --
Modern woman as businesswoman : "the little woman, G.P.A." --
Leisure, for what? --
Grotesque moderne --
Anticipations of superwoman : finessing the contradictions of modernity --
The businessman as generic man --
Supporting players --
Social class in advertising tableaux --
Modern maids and atavistic ambitions --
7. The great parables --
The parable of the first impression --
The parable of the democracy of goods --
The parable of civilization redeemed --
The parable of the captivated child --
Guideposts to a modern "logic of living" --
8. Visual clichés : fantasies and icons --
Fantasies of domain : the office window and the family circle --
Fantasies of dimension : the future and the eternal village --
Visual clichés as icons. 9. Advertising in overalls : parables and visual clichés of the depression --
Retrenchment and morale boosting --
The depression as sales argument : some parables revisited --
Parables of the depression : unraised hands and skinny kids --
Depression advertising as a shift in style --
Upstart agencies with that depression touch --
Ballyhoo, organized consumers, and the New Deal --
Medicine man tactics and self-esteem --
Success, advertising men, and the courage quotient --
Economic sunbeams : reassurance and inspiration --
Clenched fists --
10. The therapeutics of advertising --
Urbanity and complexity : the problem of scale --
Proliferating choices and the vacuum of advice --
Advertising advice and added values --
Toward a new incompetence --
The "re- personalization" of American life --
Finessing the complexities of scale.
Responsibility: Roland Marchand.
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"For persons who read historical materials only very rarely, this book is the one to read this decade for both pleasure and valuable insights. Well conceived and executed . . . this excellent work is Read more...

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