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1 |
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|a Marchand, Roland.
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|a Advertising the American dream :
|b making way for modernity, 1920-1940 /
|c Roland Marchand.
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| 260 |
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|a Berkeley :
|b University of California Press,
|c ©1985.
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| 300 |
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|a 1 online resource (xxii, 448 pages) :
|b illustrations (some color)
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| 336 |
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|a text
|b txt
|2 rdacontent
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|a 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.
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|a 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.
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|a 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.
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|a 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.
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|a Includes bibliographical references (pages 365-418) and index.
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| 506 |
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|3 Use copy
|f Restrictions unspecified
|2 star
|5 MiAaHDL
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| 533 |
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|a Electronic reproduction.
|b [Place of publication not identified]:
|c HathiTrust Digital Library.
|d 2021.
|5 MiAaHDL
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| 538 |
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|a Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
|u http://purl.oclc.org/DLF/benchrepro0212
|5 MiAaHDL
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| 583 |
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|a digitized
|c 2021.
|h HathiTrust Digital Library
|l committed to preserve
|2 pda
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|a Print version record
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| 590 |
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|a JSTOR
|b Books at JSTOR All Purchased
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|a JSTOR
|b Books at JSTOR Demand Driven Acquisitions (DDA)
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| 590 |
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|a JSTOR
|b Books at JSTOR Evidence Based Acquisitions
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|a Universidad Sergio Arboleda
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|a Advertising
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|a Geschichte 1920-1940.
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|a Electronic books.
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|i Print version:
|a Marchand, Roland.
|t Advertising the American dream.
|d Berkeley : University of California Press, ©1985
|w (DLC) 84028082
|w (OCoLC)11574067
|
| 856 |
4 |
0 |
|u https://jstor.uam.elogim.com/stable/10.2307/jj.6047952
|z Texto completo
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|a Internet Archive
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|a YBP Library Services
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