Open Book Database
Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand.

Rating: star star_border star_border star_border star_border


Book Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand.

Book Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand. pdf Book Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand. djvu Book Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand. fb2 Book Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand. doc Book Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand. chm
Book's title: Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand.
Library of Congress Control Number: 84028082
International Standard Book Number (ISBN):0520052536
International Standard Book Number (ISBN):9780520052536
System Control Number:.b10122278
System Control Number:(OCoLC)11574067
Cataloging Source:DLC, DLC MUQ NLGGC BAKER BTCTA YDXCP CRH
Geographic Area Code:n-us
-
Library of Congress Call Number:HF5813.U6 M26 1985
Other Classification Number:05.31 bcl
Personal Name:Marchand, Roland.
Publication, Distribution, etc.:Berkeley . University of California Press, (c)1985.
Physical Description:xxii, 448 p. : ill. (some col.) ;, 26 cm.
General Note:Includes index.
Bibliography, etc. Note:Bibliography: p. 365-418.
Formatted Contents Note: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
Formatted Contents Note: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
Formatted Contents Note: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
Formatted Contents Note: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.
Location:NBuC BSCMN, AYBM HF5813.U6$iM26 1985
Rubrics: Advertising
United States
History

Click here to see similar releases:


Der Bildungsprozess in einer Epoche der Ambivalenz : Studien zur Bildungsgeschichte in der

Der Bildungsprozess in einer Epoche der Ambivalenz : Studien zur Bildungsgeschichte in der "Ästhetik des Widerstands" Armin Bernhard.

by Armin Bernhard.

ISBN: 3631495269
Author: Bernhard, Armin.
Publication & Distribution: Frankfurt am Main ;$aNew York . P. Lang, (c)1996.
Author: Weiss, Peter, 1916-1982.$tÄstethik des Widerstands.

Vichy ou dissidence : Béville (Albert) : une carrière d'administrateur colonial de Pétain à Dakar : la parole est aux documents Oruno D. Lara ; avec le concours de Nelly Schmidt & Inez Fisher-Blanchet.

Vichy ou dissidence : Béville (Albert) : une carrière d'administrateur colonial de Pétain à Dakar : la parole est aux documents Oruno D. Lara ; avec le concours de Nelly Schmidt & Inez Fisher-Blanchet.

by Oruno D. Lara ; avec le concours de Nelly Schmidt & Inez Fisher-Blanchet.

ISBN: 9782343010984 (pbk.) :$c15,50 EUR
Author: Lara, Oruno D.
Publication & Distribution: Paris . Harmattan, (c)2013.
Author: Niger, Paul, 1915-1962.
Author: Schmidt, Nelly.
Author: Fisher-Blanchet, Inez.

Readings in descriptive bibliography.

Readings in descriptive bibliography.

by Readings in descriptive bibliography.Edited and with a pref. by John Bush Jones.

ISBN: 087338153X
Author: Jones, John Bush.
Publication & Distribution: Kent, Ohio]. Kent State University Press (c)[c1974]

Partidul Român, 1923-1929 Gligor Popi.

Partidul Român, 1923-1929 Gligor Popi.

by Gligor Popi.

ISBN: 8682217031
Author: Popi, Gligor.
Publication & Distribution: Uzdin . Cenaclul literar "Tibiscus" ;$aBănățeni . Asociația Istoricilor, (c)1993.

The satanic gases : clearing the air about global warming by Patrick J. Michaels and Robert C. Balling, Jr.

The satanic gases : clearing the air about global warming by Patrick J. Michaels and Robert C. Balling, Jr.

by by Patrick J. Michaels and Robert C. Balling, Jr.

ISBN: 1882577914
ISBN: 1882577922
Author: Michaels, Patrick J.
Publication & Distribution: Washington, D.C. . Cato Institute, (c)2000.
Author: Balling, Robert C.
Download Advertising the American dream : making way for modernity, 1920-1940 Roland Marchand.
leave here couple of words about this book: