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Contents

© 2020 University of California Press, Berkeley

© 2020 University of California Press, Berkeley

Chapters in this book

  1. Frontmatter I
  2. Contents VII
  3. Acknowledgments X
  4. Introduction XV
  5. 1. Apostles of modernity 1
  6. 2. Men of the people: the new professionals 25
  7. 3. Keeping the audience in focus 52
  8. 4. Abandoning the great genteel hope: from sponsored radio to the funny papers 88
  9. 5. The consumption ethic: strategies of art and style 117
  10. 6. Advertisements as social tableaux 164
  11. 7. The great parables 206
  12. 8. Visual cliches: fantasies and icons 235
  13. 9. Advertising in overalls: parables and visual clichés of the depression 285
  14. 10. The therapeutics of advertising 335
  15. Notes 365
  16. Bibliographical essay 419
  17. Sources for illustrations 427
  18. Index 437
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Advertising the American Dream
This chapter is in the book Advertising the American Dream
https://doi.org/10.1525/9780520342668-toc

Chapters in this book

  1. Frontmatter I
  2. Contents VII
  3. Acknowledgments X
  4. Introduction XV
  5. 1. Apostles of modernity 1
  6. 2. Men of the people: the new professionals 25
  7. 3. Keeping the audience in focus 52
  8. 4. Abandoning the great genteel hope: from sponsored radio to the funny papers 88
  9. 5. The consumption ethic: strategies of art and style 117
  10. 6. Advertisements as social tableaux 164
  11. 7. The great parables 206
  12. 8. Visual cliches: fantasies and icons 235
  13. 9. Advertising in overalls: parables and visual clichés of the depression 285
  14. 10. The therapeutics of advertising 335
  15. Notes 365
  16. Bibliographical essay 419
  17. Sources for illustrations 427
  18. Index 437
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