Creating the Corporate Soul: The Rise of Public Relations and Corporate Imagery in American Big Business

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9780520087194: Creating the Corporate Soul: The Rise of Public Relations and Corporate Imagery in American Big Business

Over the course of the twentieth century the popular perception of America's giant corporations has undergone an astonishing change. Condemned as dangerous leviathans in the century's first decades, by 1945 major corporations had become respected, even revered, institutions. Roland Marchand's lavishly illustrated and carefully researched book tells how large companies such as AT&T and U.S. Steel created their own "souls" in order to reassure consumers and politicians that bigness posed no threat to democracy or American values. Marchand traces this important transformation in the culture of capitalism by offering a series of case studies of such corporate giants as General Motors, General Electric, Metropolitan Life Insurance, and Du Pont Chemicals.Marchand examines the rhetorical and visual imagery developed by corporate leaders to win public approval and build their own internal corporate culture. In the "golden era" of the 1920s, companies boasted of their business statesmanship, but in the Depression years many of them turned in desperation to forms of public relations that strongly defended the capitalist system. During World War II public relations gained new prominence within corporate management as major companies linked themselves with Main-Street, small-town America. By the war's end, the corporation's image as a "good neighbor" had largely replaced that of the "soulless giant." American big business had succeeded in wrapping increasingly complex economic relationships in the comforting aura of familiarity. Marchand, author of the widely acclaimed "Advertising the American Dream" (1985), provides an elegant and convincing account of the origins and effects of the corporate imagery so ubiquitous in our world today.

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Marchand, Roland
Editore: University of California Press
ISBN 10: 0520087194 ISBN 13: 9780520087194
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Descrizione libro University of California Press. Hardcover. Condizione libro: New. 0520087194 Univ of California hardcover w/dust jacket, 1998, 1st edition, unused, No marks/tears or defects, slight surface wear only.as New/Fine.New mylar cover, bubble-wrapped and mailed in a Box w/delivery confirmation. Codice libro della libreria 54257OV

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Marchand, Roland
Editore: University of California Press (1998)
ISBN 10: 0520087194 ISBN 13: 9780520087194
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Descrizione libro University of California Press, 1998. Hardcover. Condizione libro: New. First. Codice libro della libreria DADAX0520087194

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Marchand, Roland
Editore: University of California Press (1998)
ISBN 10: 0520087194 ISBN 13: 9780520087194
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Descrizione libro University of California Press, 1998. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Over the course of the twentieth century the popular perception of America's giant corporations has undergone an astonishing change. Condemned as dangerous leviathans in the century's first decades, by 1945 major corporations had become respected, even revered, institutions. Roland Marchand's lavishly illustrated and carefully researched book tells how large companies such as AT&T and U.S. Steel created their own "souls" in order to reassure consumers and politicians that bigness posed no threat to democracy or American values. Marchand traces this important transformation in the culture of capitalism by offering a series of case studies of such corporate giants as General Motors, General Electric, Metropolitan Life Insurance, and Du Pont Chemicals. Marchand examines the rhetorical and visual imagery developed by corporate leaders to win public approval and build their own internal corporate culture. In the "golden era" of the 1920s, companies boasted of their business statesmanship, but in the Depression years many of them turned in desperation to forms of public relations that strongly defended the capitalist system. During World War II public relations gained new prominence within corporate management as major companies linked themselves with Main-Street, small-town America. By the war's end, the corporation's image as a "good neighbor" had largely replaced that of the "soulless giant." American big business had succeeded in wrapping increasingly complex economic relationships in the comforting aura of familiarity. Marchand, author of the widely acclaimed Advertising the American Dream (1985), provides an elegant and convincing account of the origins and effects of the corporate imagery so ubiquitous in our world today. Codice libro della libreria ABE_book_new_0520087194

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Editore: University of California Press (1998)
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Descrizione libro University of California Press, 1998. Hardcover. Condizione libro: New. book. Codice libro della libreria 0520087194

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Marchand, Roland
Editore: Univ of California Pr, Ewing, New Jersey, U.S.A. (1998)
ISBN 10: 0520087194 ISBN 13: 9780520087194
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Descrizione libro Univ of California Pr, Ewing, New Jersey, U.S.A., 1998. Hardcover. Condizione libro: New. Condizione sovraccoperta: Fine. 1st Edition. Unused with minimal shelfwear to DJ edges. Not ex-library. A beautifully produced book. Additional shipping is likely to be requested for shipping outside the EU as this is a heavy book printed on high quality paper. Please see linked photos. Codice libro della libreria 002721

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Descrizione libro University of California Press. Hardcover. Condizione libro: New. 0520087194 New Condition. Codice libro della libreria NEW4.0267743

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Descrizione libro University of California Press, 1998. Hardcover. Condizione libro: New. Codice libro della libreria P110520087194

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Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97805200871941.0

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