From submarines to suburbs : selling a better America, 1939-1959 / Cynthia Lee Henthorn.

Format:

Book

Author/Creator:

Henthorn, Cynthia Lee, 1963-

Language:

English

Subjects (All):

Marketing--United States--History--20th century.

Marketing.

Advertising--United States--History--20th century.

Advertising.

Consumer behavior--United States--History--20th century.

Consumer behavior.

United States--Social conditions--20th century.

United States.

Physical Description:

1 online resource (384 p.)

Edition:

1st ed.

Place of Publication:

Athens, Ohio : Ohio University Press, c2006.

Language Note:

English

Summary:

Demonstrates that advertising and marketing strategies tying consumer prosperity to war were easily adapted in the Cold War era, this book looks at how prefabricated houses, high-tech kitchens, and miracle products, developed from war-related industries, were promoted as the hygienic solutions for a better America.

Contents:

Introduction : legacy of the postwar commercial fallout

Weapons of mass disorder : impediments to mobilization

Weapons of mass persuasion : mobilization through symbol management

Positioning machine age heroes and wartime types

Glimpses into a "better America"

Home front war : the campaign to save the American way

Hygienic solutions for the "house of tomorrow"

Postwar progress : myth or reality?

Wartime skeptics and the "world of tomorrow"

What did happen to the dreamworld? realities of the postwar commercial fallout

The cold war's commercial fallout

Afterword : the "better America" today.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. 327-356) and index.

ISBN:

0-8214-4205-8

OCLC:

560253950