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The Values of the Consumer Culture: Reflected in the Advertisements of "The Saturday Evening Post": 1900-1929 - Couverture souple

Brasted, Monica

 
9783838320991: The Values of the Consumer Culture: Reflected in the Advertisements of "The Saturday Evening Post": 1900-1929
Couverture souple
ISBN 10 : 3838320999 ISBN 13 : 9783838320991
Editeur : LAP Lambert Academic Publishing, 2009

Synopsis

During the early decades of the twentieth century a transition from an agrarian to a consumer culture occurred in the United States. Accompanying this transition was a shift in values from hard work to leisure, and from saving money to spending it. It is argued in this work that advertisements facilitated the transition in cultural values not by merely selectively reflecting those values as in a distorted mirror, but by framing those values in such a way that they were inherent in goods and their consumption. Traditional values were re-framed in support of the new consumer culture. In other words, values were transposed from individuals to goods. This work should be of interest communication scholars as well as anyone else who is interested in the origins of the consumer culture in the United States and the role that advertising played.

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Présentation de l'éditeur

During the early decades of the twentieth century a transition from an agrarian to a consumer culture occurred in the United States. Accompanying this transition was a shift in values from hard work to leisure, and from saving money to spending it. It is argued in this work that advertisements facilitated the transition in cultural values not by merely selectively reflecting those values as in a distorted mirror, but by framing those values in such a way that they were inherent in goods and their consumption. Traditional values were re-framed in support of the new consumer culture. In other words, values were transposed from individuals to goods. This work should be of interest communication scholars as well as anyone else who is interested in the origins of the consumer culture in the United States and the role that advertising played.

Biographie de l'auteur

Monica C. Brasted, Ph.D.: Studied Mass Communication at Pennsylvania State University. Dr. Brasted is an Associate Professor in the Communication Department at The College at Brockport, SUNY. Her research interests include media and culture, gender stereotypes in the media, and press coverage of social movements.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP Lambert Academic Publishing
Date d'édition
2009
Langue
anglais
ISBN 10 
3838320999
ISBN 13 
9783838320991
Reliure
Broché
Nombre de pages
232
Coordonnées du fabricant
non disponible
Personne responsable
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