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Advertising the American dream : making way for modernity, 1920-1940 /
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Berkeley :
University of California Press,
©1985.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.