12. “Serve Yourself !” The History and Theory of Self-Service in West and East Germany

Chapters in this book

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