Hard Sell: Advertising, Affluence and Transatlantic Relations, c. 1951–69 - Rilegato

Nixon, Sean

Rilegato

ISBN 10: 0719085373 ISBN 13: 9780719085376

Casa editrice: Manchester Univ Pr, 2013

Riassunto

'This is an impressive piece of sustained research that brings much to the field. It offers real depth in rethinking the post-war boom and there can be little doubt that this will have a real impact across modern British history, consumer history and cultural studies.'
Jeremy Black, Professor of History, University of Exeter

Focusing on advertising’s relationship to the mass market housewife, Hard sell shows how advertising promoted new standards of material comfort in the selling of a range of everyday consumer goods and, in the process, generalised a cross-class image of the ‘modern housewife’ across the new medium of television. Nixon shows how the practices through which advertising understood and represented the ‘modern housewife’ and domestic consumption were influenced by American advertising and commercial culture. In doing so, he challenges the way critics and historians have often understood Anglo-American relations, and shows how American influences across a range of areas of advertising practice were not only a source of inspiration, but were also adapted and reworked to speak more effectively to the British consumer.

Hard sell offers a major new analysis of the techniques of advertising in the decades of post-war affluence and advertising’s relationship to the social changes associated with growing prosperity.

Su questo libro

Informazioni sugli autori

Sean Nixon is Professor in the Department of Sociology at University of Essex


Sean Nixon is Professor in the Department of Sociology at the University of Essex

Sean Nixon is Professor in the Department of Sociology at University of Essex

Dalla quarta di copertina

How did advertising shape growing popular prosperity in the 1950s and 60s? What were the images of domesticity and modern living which it promoted? Focusing on advertising’s relationship to the mass market housewife, Hard sell shows how advertising promoted new standards of material comfort in the selling of a range of everyday consumer goods and, in the process, generalised a cross-class image of the ‘modern housewife’ across the new medium of television.

Nixon shows how the practices through which British advertising understood and represented the ‘modern housewife’ and domestic consumption were influenced by American advertising and commercial culture. In drawing out these trans-Atlantic influences, Hard sell challenges the way critics and historians have often understood Anglo-American relations. It shows how American influences across a range of areas of advertising practice, including the development of television advertising, were not only a source of inspiration, but also were adapted and reworked to more effectively speak to the British consumer.

Through detailed studies of advertising, the practices of advertising agencies and the public debates that shaped their reception, Hard sell offers a major new analysis of advertising in the decades of post-war affluence and the Anglo-American exchanges that shaped advertising’s contribution to this period of social change. It marks a significant contribution to debates within contemporary British history, the sociology of affluence and to studies of consumer and marketing history.

Dettagli dell'edizione

• Editore: Manchester Univ Pr
• Data di pubblicazione: 2013
• Lingua: Inglese
• ISBN 10: 0719085373
• ISBN 13: 9780719085376
• Rilegatura: Copertina rigida
• Numero di pagine: 212
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile