Fables of abundance : a cultural history of advertising in America /

American advertisements have become perhaps the most pervasive social icons in the modern world. This book traces their rise against a richly varied backdrop. Its range encompasses literature, religion, and the visual arts, as well as economics, public policy, and the history of medicine. Its cast o...

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Main Author: Lears, T. J. Jackson, 1947- (Author)
Format: Book
Language:English
Published:[New York] : Basic Books, ©1994.
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Table of Contents:
  • pt. 1. The reconfiguration of wealth: from fecund earth to efficient factory
  • 1. The lyric of plenty
  • 2. The modernization of magic
  • 3. The stabilization of sorcery
  • 4. The disembodiment of abundance. pt. 2. The containment of carnival: advertising and American social values from the patent medicine era to the consolidation of corporate power
  • 5. The merger of intimacy and publicity
  • 6. The perfectionist project
  • 7. The new basis of civilization
  • 8. Trauma, denial, recovery. pt. 3. Art, truth, and humbug: the search for form and meaning in a commodity civilization
  • 9. The problem of commercial art in a protestant culture
  • 10. The courtship of avant-garde and kitsch
  • 11. The pursuit of the real
  • 12. The things themselves.