Introduction

Pamela Swett; Jonathan Wiesen; Jonathan Zatlin

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Introduction

Pamela Swett , Jonathan Wiesen and Jonathan Zatlin

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Swett, Pamela, Wiesen, Jonathan and Zatlin, Jonathan. "Introduction". Selling Modernity: Advertising in Twentieth-Century Germany, edited by Pamela Swett Leighninger, S. Jonathan Wiesen and Jonathan R. Zatlin, New York, USA: Duke University Press, 2007, pp. 1-27. https://doi.org/10.1515/9780822390350-004

Swett, P., Wiesen, J. & Zatlin, J. (2007). Introduction. In P. Leighninger, S. Wiesen & J. Zatlin (Ed.), Selling Modernity: Advertising in Twentieth-Century Germany (pp. 1-27). New York, USA: Duke University Press. https://doi.org/10.1515/9780822390350-004

Swett, P., Wiesen, J. and Zatlin, J. 2007. Introduction. In: Leighninger, P., Wiesen, S. and Zatlin, J. ed. Selling Modernity: Advertising in Twentieth-Century Germany. New York, USA: Duke University Press, pp. 1-27. https://doi.org/10.1515/9780822390350-004

Swett, Pamela, Wiesen, Jonathan and Zatlin, Jonathan. "Introduction" In Selling Modernity: Advertising in Twentieth-Century Germany edited by Pamela Swett Leighninger, S. Jonathan Wiesen and Jonathan R. Zatlin, 1-27. New York, USA: Duke University Press, 2007. https://doi.org/10.1515/9780822390350-004

Swett P, Wiesen J, Zatlin J. Introduction. In: Leighninger P, Wiesen S, Zatlin J (ed.) Selling Modernity: Advertising in Twentieth-Century Germany. New York, USA: Duke University Press; 2007. p.1-27. https://doi.org/10.1515/9780822390350-004

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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

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https://doi.org/10.1515/9780822390350-004

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

Introduction

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