MARC Record from Marygrove College

LEADER: 06524cam a2200937 a 4500
001 ocm11574067
003 OCoLC
005 20191109072907.9
008 841218s1985 caua b s001 0 eng
010 $a 84028082
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035 $a(OCoLC)11574067$z(OCoLC)984484264$z(OCoLC)1008506976$z(OCoLC)1055692752
043 $an-us---
050 00 $aHF5813.U6$bM26 1985
082 00 $a659.1/0973$219
084 $a659.10973$222
084 $a05.31$2bcl
084 $aAP 17580$2rvk
084 $aEC 7500$2rvk
084 $aHG 625$2rvk
084 $aMS 7970$2rvk
049 $aMAIN
100 1 $aMarchand, Roland.
245 10 $aAdvertising the American dream :$bmaking way for modernity, 1920-1940 /$cRoland Marchand.
260 $aBerkeley :$bUniversity of California Press,$c©1985.
300 $axxii, 448 pages :$billustrations (some color) ;$c26 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
505 0 $a1. 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.
505 0 $a4. 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.
505 0 $a6. 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.
505 0 $a9. 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.
504 $aIncludes bibliographical references (pages 365-418) and index.
590 $bInternet Archive - 2
590 $bInternet Archive 2
650 0 $aAdvertising$zUnited States$xHistory.
650 6 $aPublicité$zÉtats-Unis$xHistoire.
650 7 $aAdvertising.$2fast$0(OCoLC)fst00797511
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
650 17 $aReclame.$2gtt
650 7 $aGeschichte$2gnd
650 7 $aGesellschaft$2gnd
650 7 $aWerbung$2gnd
651 7 $aUSA$2gnd
651 7 $aUSA.$2swd
650 4 $aPublicité$xÉtats-Unis$xHistoire.
648 7 $aGeschichte 1920-1940$2swd
648 4 $aGeschichte 1920-1940
655 7 $aHistory.$2fast$0(OCoLC)fst01411628
856 41 $3ACLS Humanities E-Book$uhttp://hdl.handle.net/2027/heb.08071
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/enhancements/fy0735/84028082-b.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy0726/84028082-d.html
938 $aBaker & Taylor$bBKTY$c50.00$d50.00$i0520052536$n0000971264$sactive
938 $aBrodart$bBROD$n37298976$c$39.95
938 $aBaker and Taylor$bBTCP$n84028082$c$27.50
938 $aYBP Library Services$bYANK$n447118
938 $aYBP Library Services$bYANK$n447657
994 $a92$bERR
976 $a31927000182391