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5. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich
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Shelley Baranowski
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Chapters in this book
- Frontmatter i
- Contents vii
- List of Illustrations ix
- Foreword xiii
- Acknowledgments xix
- Introduction 1
- 1. Marketing, Modernity, and “the German People’s Soul”: Advertising and Its Enemies in Late Imperial Germany, 1896–1914 27
- 2. Visions of Prosperity: The Americanization of Advertising in Interwar Germany 52
- 3. Branding Germany: Hans Domizlaff ’s Markentechnik and Its Ideological Impact 78
- 4. “Planting a Forest Tall and Straight Like the German Volk”: Visualizing the Volksgemeinschaft through Advertising in German Forestry Journals, 1933–1945 102
- 5. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich 127
- 6. “Die erfrischende Pause”: Marketing Coca-Cola in Hitler’s Germany 151
- 7. Lufthansa Welcomes You: Air Transport and Tourism in the Adenauer Era 182
- 8. “The History of Morals in the Federal Republic”: Advertising, PR, and the Beate Uhse Myth 202
- 9. “Wowman! The World’s Most Famous Drug-Dog”: Advertising, the State, and the Paradox of Consumerism in the Federal Republic 230
- 10. “True Advertising Means Promoting a Good Thing through a Good Form”: Advertising in the German Democratic Republic 262
- 11. Promoting Socialist Cities and Citizens: East Germany’s National Building Program 287
- 12. “Serve Yourself !” The History and Theory of Self-Service in West and East Germany 307
- Bibliography 329
- Contributors 347
- Index 351
Chapters in this book
- Frontmatter i
- Contents vii
- List of Illustrations ix
- Foreword xiii
- Acknowledgments xix
- Introduction 1
- 1. Marketing, Modernity, and “the German People’s Soul”: Advertising and Its Enemies in Late Imperial Germany, 1896–1914 27
- 2. Visions of Prosperity: The Americanization of Advertising in Interwar Germany 52
- 3. Branding Germany: Hans Domizlaff ’s Markentechnik and Its Ideological Impact 78
- 4. “Planting a Forest Tall and Straight Like the German Volk”: Visualizing the Volksgemeinschaft through Advertising in German Forestry Journals, 1933–1945 102
- 5. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich 127
- 6. “Die erfrischende Pause”: Marketing Coca-Cola in Hitler’s Germany 151
- 7. Lufthansa Welcomes You: Air Transport and Tourism in the Adenauer Era 182
- 8. “The History of Morals in the Federal Republic”: Advertising, PR, and the Beate Uhse Myth 202
- 9. “Wowman! The World’s Most Famous Drug-Dog”: Advertising, the State, and the Paradox of Consumerism in the Federal Republic 230
- 10. “True Advertising Means Promoting a Good Thing through a Good Form”: Advertising in the German Democratic Republic 262
- 11. Promoting Socialist Cities and Citizens: East Germany’s National Building Program 287
- 12. “Serve Yourself !” The History and Theory of Self-Service in West and East Germany 307
- Bibliography 329
- Contributors 347
- Index 351
