Want more? Advanced embedding details, examples, and help! 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? 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. 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.
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?
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. 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.
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 Includes bibliographical references pages and index. There are no reviews yet. Be the first one to write a review. Marchand then begins a series of close readings of the ads themselves, uncovering general themes running across categories during the s and early s, beginning with a look at how advertising encouraged increased consumption through an evocation of visual style.
Non-whites, when portrayed, were generally servants though it should be noted that Marchand was only looking at portrayals within mainstream media and class, when depicted, was nearly always of the very upper: men and women in fine evening dress listening to the radio while a young maid brings them coffee. Another way that advertising addressed these dilemmas was through parables that illustrated a problem, then presented the product as the solution.
The Democracy of Goods found class equality through a universal status as a consumer. Civilization Redeemed parables took a problem that modern society had caused, such as physical softness, and produced a modern solution: Grape Nuts. The parable of the Captivated Child assists mothers in the newly scientific child-raising methods by advising them to get Jimmy to eat his vegetables in soup. What these parables had in common was the identification of a new consumer problem or anxiety, a problem created by modernity itself, and illustrate how modernity could also supply the solution to the problem it created.
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