"A convincing and perceptive analysis that provides a careful sociological portrait of advertising agency people in the 1920s and 1930s. Marchand has rare talent for bringing out things in the ads that the reader would not have seen alone."—Michael Schudson, University of California, San Diego "This work illuminates some of the most important developments in twentieth-century America."—T.J. Jackson Lears, Rutgers University

It has become impossible to imagine our culture without advertising. But how and why did advertising become a determiner of our self-image? Advertising the American Dream looks carefully at the two decades when advertising discovered striking new ways to play on our anxieties and to promise solace for the masses. As American society became more urban, more complex, and more dominated by massive bureaucracies, the old American Dream seemed threatened. Advertisers may only have dimly perceived the profound transformations America was experiencing. However, the advertising they created is a wonderfully graphic record of the underlying assumptions and changing values in American culture. With extensive reference to the popular media—radio broadcasts, confession magazines, and tabloid newspapers—Professor Marchand describes how advertisers manipulated modern art and photography to promote an enduring "consumption ethic." This title is part of UC Press's Voices Revived program, which commemorates University of California Press's mission to seek out and cultivate the brightest minds and give them voice, reach, and impact. Drawing on a backlist dating to 1893, Voices Revived makes high-quality, peer-reviewed scholarship accessible once again using print-on-demand technology. This title was originally published in 1986. It has become impossible to imagine our culture without advertising. But how and why did advertising become a determiner of our self-image? Advertising the American Dream looks carefully at the two decades when advertising discovered striking new w

“A lively history” of how TV advertising became a defining force in American culture between 1946 and 1964(Technology and Culture). The two decades following World War II brought television into homes and, of course, television commercials. Those commercials, in turn, created an image of the postwar American Dream that lingers to this day. This book recounts how advertising became a part of everyday lives and national culture during this midcentury period, not only reflecting consumers’ desires but shaping them, and broadcasting a vivid portrait of comfort, abundance, ease, and happy family life and, of course, keeping up with the Joneses. As the author asserts, it’s nearly impossible to understand our culture without contemplating these visual celebrations of conformity and consumption, and this insightful, entertaining volume of social history helps us do just that.

Pulitzer Prize winner Hedrick Smith’s new book is an extraordinary achievement, an eye-opening account of how, over the past four decades, the American Dream has been dismantled and we became two Americas. In his bestselling The Russians, Smith took millions of readers inside the Soviet Union. In The Power Game, he took us inside Washington’s corridors of power. Now Smith takes us across America to show how seismic changes, sparked by a sequence of landmark political and economic decisions, have transformed America. As only a veteran reporter can, Smith fits the puzzle together, starting with Lewis Powell’s provocative memo that triggered a political rebellion that dramatically altered the landscape of power from then until today. This is a book full of surprises and revelations—the accidental beginnings of the 401(k) plan, with disastrous economic consequences for many; the major policy changes that began under Jimmy Carter; how the New Economy disrupted America’s engine of shared prosperity, the “virtuous circle” of growth, and how America lost the title of “Land of Opportunity.” Smith documents the transfer of $6 trillion in middle-class wealth from homeowners to banks even before the housing boom went bust, and how the U.S. policy tilt favoring the rich is stunting America’s economic growth. This book is essential reading for all of us who want to understand America today, or why average Americans are struggling to keep afloat. Smith reveals how pivotal laws and policies were altered while the public wasn’t looking, how Congress often ignores public opinion, why moderate politicians got shoved to the sidelines, and how Wall Street often wins politically by hiring over 1,400 former government officials as lobbyists. Smith talks to a wide range of people, telling the stories of Americans high and low. From political leaders such as Bill Clinton, Newt Gingrich, and Martin Luther King, Jr., to CEOs such as Al Dunlap, Bob Galvin, and Andy Grove, to heartland Middle Americans such as airline mechanic Pat O’Neill, software systems manager Kristine Serrano, small businessman John Terboss, and subcontractor Eliseo Guardado, Smith puts a human face on how middle-class America and the American Dream have been undermined. This magnificent work of history and reportage is filled with the penetrating insights, provocative discoveries, and the great empathy of a master journalist. Finally, Smith offers ideas for restoring America’s great promise and reclaiming the American Dream. Praise for Who Stole the American Dream? “[A] sweeping, authoritative examination of the last four decades of the American economic experience.”—The Huffington Post “Some fine work has been done in explaining the mess we’re in. . . . But no book goes to the headwaters with the precision, detail and accessibility of Smith.”—The Seattle Times “Sweeping in scope . . . [Smith] posits some steps that could alleviate the problems of the United States.”—USA Today “Brilliant . . . [a] remarkably comprehensive and coherent analysis of and prescriptions for America’s contemporary economic malaise.”—Kirkus Reviews (starred review) “Smith enlivens his narrative with portraits of the people caught up in events, humanizing complex subjects often rendered sterile in economic analysis. . . . The human face of the story is inseparable from the history.”—Reuters

The process of producing goods and services is relatively easy to recognize as socially beneficial. But television ads? Telemarketers? Jingles? Junk mail? It is popular to view these commercial activities as inherently wasteful or manipulative, marginally informative or entertaining, at best. In Selling the Dream, John Hood takes the provocative stand that advertising images and sales pitches are actually part of the goods and services themselves, delivering an essential component of the consumer's experience. As such, they are inextricably linked to the basic tenets of the free-market system, and, in the boldest of terms, Hood argues that commercial communication is morally consistent with the principles of our democratic society, including freedom of choice, competition, and innovation. Tracing the history of advertising from Ancient Roman times to the present, he offers a colorful account of advertising in its cultural context and addresses such controversial issues as the promotion of harmful and immoral products (such as alcohol and tobacco), marketing to children, the role of advertising in service industries such as health care and education, and the impact of the Internet and other new media on the conduct of commerce. In the process, he offers a compelling perspective on advertising and its essential role in business, communication, and popular culture.

Once there was a golden age of American thrift, when citizens lived sensibly within their means and worked hard to stay out of debt. The growing availability of credit in this century, however, has brought those days to an end--undermining traditional moral virtues such as prudence, diligence, and the delay of gratification while encouraging reckless consumerism. Or so we commonly believe. In this engaging and thought-provoking book, Lendol Calder shows that this conception of the past is in fact a myth. Calder presents the first book-length social and cultural history of the rise of consumer credit in America. He focuses on the years between 1890 and 1940, when the legal, institutional, and moral bases of today's consumer credit were established, and in an epilogue takes the story up to the present. He draws on a wide variety of sources--including personal diaries and letters, government and business records, newspapers, advertisements, movies, and the words of such figures as Benjamin Franklin, Mark Twain, and P. T. Barnum--to show that debt has always been with us. He vigorously challenges the idea that consumer credit has eroded traditional values. Instead, he argues, monthly payments have imposed strict, externally reinforced disciplines on consumers, making the culture of consumption less a playground for hedonists than an extension of what Max Weber called the "iron cage" of disciplined rationality and hard work. Throughout, Calder keeps in clear view the human face of credit relations. He re-creates the Dickensian world of nineteenth-century pawnbrokers, takes us into the dingy backstairs offices of loan sharks, into small-town shops and New York department stores, and explains who resorted to which types of credit and why. He also traces the evolving moral status of consumer credit, showing how it changed from a widespread but morally dubious practice into an almost universal and generally accepted practice by World War II. Combining clear, rigorous arguments with a colorful, narrative style, Financing the American Dream will attract a wide range of academic and general readers and change how we understand one of the most important and overlooked aspects of American social and economic life.