Advertising the American dream: making way for modernity, 1920 - 1940
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berkeley [u.a.]
Univ. of California Press
1986
|
| Ausgabe: | 1. paperback print. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 448 S. Ill. |
| ISBN: | 0520058852 |
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Datensatz im Suchindex
| _version_ | 1804118324141883392 |
|---|---|
| adam_text | Titel: Advertising the American dream
Autor: Marchand, Roland
Jahr: 1986
CONTENTS
Acknowledgments
Introduction
x
XV
Apostles of Modern ity
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
5
7
9
13
16
22
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
25
25
29
32
39
44
48
Keeping the Audience in Focus 52
Keys to the consumer mind: confessions and tabloids 53
The matinee crowd 61
The limits of consumer citizenship 63
Sizing up the constituency: the feminine masses 66
Vll
viii Contents
Oh, what do the simple folk like? 69
Getting to know them 72
In search of the typical consumer 77
Feedback from secondary audiences 80
Folk wisdom, uplift, and the irresponsible public 83
4. Abandoning the Great Genteel Hope: From Sponsored
Radio to the Funny Papers 88
Sponsorship only: radio as cultural uplift 89
Super-advertising and the specter of Saturation 94
Interweaving the commercial 105
Crooners and commercials: from intrusion to intimacy 108
Entertainment triumphs: the descent into the funny papers 110
5. The Consumption Ethic: Strategies of Art and Style 117
Advertising and the color explosion 120
Uplifted tastes and borrowed atmospheres 127
The mystique of the ensemble 132
Modern art and advertising dynamics 140
Photography as sincerity 149
Art and the consumption ethic 153
Progressive obsolescence 156
The gospel of the füll cereal bowl 160
6. Advertisements as Social Tableaux 164
The concept of a social tableau 165
Modern woman as businesswoman: The Little
Woman, G.P.A. 167
Leisure?for what? 171
Grotesque moderne 179
Anticipations of superwoman: finessing the contradictions
ofmodernity 186
The businessman as generic man 188
Supporting players 191
Social class in advertising tableaux 194
Modern maids and atavistic ambitions 201
7. The Great Parables 206
The parable of the first impression 208
The parable of the democracy of goods 217
The parable of civilization redeemed 223
The parable of the captivated child 228
Guideposts to a modern logic of living 233
Contents
ix
Visual Clichös: Fantasies and Icons 235
Fantasies of domain: the ofFice window and the family
circle 238
Fantasies of dimension: the future and the eternal village 255
Visual cliches as icons 264
Advertising in Overalls: Parables and Visual Clichös
of the Depression 285
Retrenchment and morale boosting 285
The depression as sales argument: some parables revisited 288
Parables of the depression: unraised hands and skinny kids 296
Depression advertising as a shift in style 300
Upstart agencies with that depression touch 306
Ballyhoo, organized consumers, and the New Deal 312
Medicine man tactics and self-esteem 315
Success, advertising men, and the courage quotient 317
Economic sunbeams: reassurance and inspiration 320
Clenched fists 324
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
335
336
341
347
349
352
359
Notes
365
Bibliographical Essay
Sources for lllustrations
Index
419
427
437
|
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| discipline | Wirtschaftswissenschaften |
| edition | 1. paperback print. |
| era | Geschichte 1920-1940 gnd Geschichte 1900-2000 gnd |
| era_facet | Geschichte 1920-1940 Geschichte 1900-2000 |
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| spelling | Marchand, Roland Verfasser aut Advertising the American dream making way for modernity, 1920 - 1940 Roland Marchand 1. paperback print. Berkeley [u.a.] Univ. of California Press 1986 XXII, 448 S. Ill. txt rdacontent n rdamedia nc rdacarrier Geschichte 1920-1940 gnd rswk-swf Geschichte 1900-2000 gnd rswk-swf Geschichte Advertising United States History Werbung (DE-588)4065541-6 gnd rswk-swf Werbegrafik (DE-588)4079177-4 gnd rswk-swf Ikonographie (DE-588)4026535-3 gnd rswk-swf Gesellschaft (DE-588)4020588-5 gnd rswk-swf Geschichte (DE-588)4020517-4 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Werbung (DE-588)4065541-6 s Geschichte (DE-588)4020517-4 s DE-604 Gesellschaft (DE-588)4020588-5 s Ikonographie (DE-588)4026535-3 s Geschichte 1900-2000 z Werbegrafik (DE-588)4079177-4 s Geschichte 1920-1940 z 1\p DE-604 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002561939&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Marchand, Roland Advertising the American dream making way for modernity, 1920 - 1940 Geschichte Advertising United States History Werbung (DE-588)4065541-6 gnd Werbegrafik (DE-588)4079177-4 gnd Ikonographie (DE-588)4026535-3 gnd Gesellschaft (DE-588)4020588-5 gnd Geschichte (DE-588)4020517-4 gnd |
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| title | Advertising the American dream making way for modernity, 1920 - 1940 |
| title_auth | Advertising the American dream making way for modernity, 1920 - 1940 |
| title_exact_search | Advertising the American dream making way for modernity, 1920 - 1940 |
| title_full | Advertising the American dream making way for modernity, 1920 - 1940 Roland Marchand |
| title_fullStr | Advertising the American dream making way for modernity, 1920 - 1940 Roland Marchand |
| title_full_unstemmed | Advertising the American dream making way for modernity, 1920 - 1940 Roland Marchand |
| title_short | Advertising the American dream |
| title_sort | advertising the american dream making way for modernity 1920 1940 |
| title_sub | making way for modernity, 1920 - 1940 |
| topic | Geschichte Advertising United States History Werbung (DE-588)4065541-6 gnd Werbegrafik (DE-588)4079177-4 gnd Ikonographie (DE-588)4026535-3 gnd Gesellschaft (DE-588)4020588-5 gnd Geschichte (DE-588)4020517-4 gnd |
| topic_facet | Geschichte Advertising United States History Werbung Werbegrafik Ikonographie Gesellschaft USA |
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