Fables of Abundance: A Cultural History of Advertising in America Paperback - 1995
by Jackson Lears
First line
FOR CENTURIES the hungry peasant bent to face the earth.
From the rear cover
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 of characters includes a host of remarkable figures in or around advertising, from P. T. Barnum and Theodore Dreiser to John B. Watson and Joseph Cornell. The book explores the ways that advertising collaborated with other cultural institutions to produce what have become the dominant aspirations, anxieties, and even notions of personal identity in the twentieth-century United States. Moving from the carnivals and market fairs of Renaissance Europe to the traveling peddlers of nineteenth-century America, Jackson Lears shows how early advertisers encouraged a new kind of magical thinking, detached from religious traditions and geared to an emerging market society. While patent medicine advertising's promise of magical self-transformation and exotic sensuality posed challenges to moral standards, advertisers themselves eventually sought to contain the subversive potential of this promise even as they continued to conjure it up.
Details
- Title Fables of Abundance: A Cultural History of Advertising in America
- Author Jackson Lears
- Binding Paperback
- Edition [ Edition: First
- Pages 512
- Volumes 1
- Language ENG
- Publisher Basic Books, New York
- Date 1995-11-03
- Illustrated Yes
- Features Illustrated
- ISBN 9780465090754 / 0465090753
- Weight 1.49 lbs (0.68 kg)
- Dimensions 9.24 x 6.11 x 1.37 in (23.47 x 15.52 x 3.48 cm)
- Reading level 1410
- Dewey Decimal Code 659.1
Media reviews
Citations
- Publishers Weekly, 10/02/1995, Page 0
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