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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.
Advertising --- Social aspects --- History --- Americanization. --- Anglo-American relations. --- British advertising. --- J Walter Thompson. --- JWT London. --- TV commercials. --- affluence. --- cultural critics. --- documentary film. --- hard sell advertising. --- market research. --- mass consumption. --- mass housewife. --- television advertising. --- trans-Atlantic relations.
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From the 1920s until the outbreak of the Second World War, Australia, Canada, and New Zealand filled British shop windows, newspaper columns, and cinema screens with “British to the core” Canadian apples, “British to the backbone” New Zealand lamb, and “All British” Australian butter. In remarkable yet forgotten advertising campaigns, prime ministers, touring cricketers, “lady demonstrators,” and even boxing kangaroos were pressed into service to sell more Dominion produce to British shoppers. But as they sold apples and butter, these campaigns also sold a Dominion-styled British identity.Selling Britishness explores the role of commodity marketing in creating Britishness. Dominion settlers considered themselves British and marketed their commodities accordingly. Meanwhile, ambitious Dominion advertising agencies set up shop in London to bring British goods, like Ovaltine, back to the dominions and persuade their fellow citizens to buy British. Conventionally nationalist narratives have posited the growth of independent national identities during the interwar period, though some have suggested imperial sentiment endured. Felicity Barnes takes a new approach, arguing that far from shaking off or relying on any lasting sense of Britishness, Dominion marketing produced it. Selling Britishness shows that when constructing Britishness, advertisers employed imperial hierarchies of race, class, and gender. Consumption worked to bolster colonialism, and advertising extended imperial power into the everyday.Drawing on extensive new archives, Selling Britishness explores a shared British identity constructed by marketers and advertisers during advertising’s golden age.
Commercial products --- Consumption (Economics) --- Imperialism --- National characteristics, British --- Marketing --- History --- History --- Economic aspects --- History --- History --- Australia. --- Board. --- Canada. --- EMB. --- Ilotts. --- New Zealand. --- Publicity. --- Trade. --- Walter Thompson. --- World. --- advertising. --- agency. --- apples. --- bacon. --- butter. --- cinema. --- co-ethic networks. --- consumer. --- consumption. --- economy. --- exhibitions. --- film. --- food. --- identity. --- imperialism. --- lamb. --- marketing. --- press. --- promotion. --- racism. --- settler colonialism. --- whiteness.
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Industrial policy --- Capitalism --- Consumption (Economics) --- Advertising --- Nationalism --- Consciousness, National --- Identity, National --- National consciousness --- National identity --- International relations --- Patriotism --- Political science --- Autonomy and independence movements --- Internationalism --- Political messianism --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Consumer demand --- Consumer spending --- Consumerism --- Spending, Consumer --- Demand (Economic theory) --- Market economy --- Economics --- Profit --- Capital --- Industries --- Industry and state --- Economic policy --- History --- Government policy --- J. Walter Thompson Company. --- Sears, Roebuck and Company. --- Sears, Roebuck & Company --- S.R. & Co --- Sears Roebuck & Co. --- Sears (Firm) --- Thompson (J. Walter) Company --- Thompson Company --- J. Walter (Firm) --- JWT (Firm) --- Mexico --- United States --- Foreign relations --- Politics and government --- E-books --- History of Mexico --- anno 1920-1929 --- anno 1930-1939 --- anno 1940-1949
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