Selling Modernity: Advertising in Twentieth-Century Germany

Published by Duke University Press 2007

Selling Modernity

Advertising in Twentieth-Century Germany

Edited by: Pamela Swett Leighninger , S. Jonathan Wiesen and Jonathan R. Zatlin
With contributions by: Victoria De Grazia

In the series e-Duke books scholarly collection

https://doi.org/10.1515/9780822390350

Overview
Contents

About this book

A historical study of modern German advertising, from the Imperial period through the 1970s, that explores mass consumption in modern society and the relationship between business mentalities, artistic creation, consumer behavior, and ideology.

Author / Editor information

Pamela E. Swett is Associate Professor of History at McMaster University. She is the author of Neighbors and Enemies: The Culture of Radicalism in Berlin, 1929–1933.

S. Jonathan Wiesen is Associate Professor of History at Southern Illinois University, Carbondale. He is the author of West German Industry and the Challenge of the Nazi Past, 1945–1955.

Jonathan R. Zatlin is Assistant Professor of History at Boston University. He is the author of The Currency of Socialism: Money and Political Culture in East Germany.

Reviews

“Selling Modernity is an excellent collection; every essay is superb. The contributors examine advertising and public relations in contrasting contexts: a monarchy, a liberal democracy, a popular dictatorship, a cold war democracy, a communist dictatorship, and a post–cold war reunited nation: what a historical laboratory!”—Claudia Koonz, author of The Nazi Conscience

“A highly readable and wide-ranging compilation of innovative essays on German advertising and the people who produced it under dramatically different political regimes. This major contribution to understanding the culturally specific workings of modern economies will be of interest to specialists, students, and a broader audience.”—Uta G. Poiger, author of Jazz, Rock, and Rebels: Cold War Politics and American Culture in a Divided Germany

“Advertising—this imaginative, erratic, and invasive aspect of capitalism—finds in Selling Modernity a creative and resourceful interpreter. The book marks an important shift from recent studies on consumer culture by emphasizing advertising as the link between production and consumption. It excellently shows that the ethical and economic meanings of advertisements were above all a reflection of Germans’ fantasies and dreams between 1871 and 1990.”—Alon Confino, author of Germany as a Culture of Remembrance: Promises and Limits of Writing History

Topics

Frontmatter Publicly Available Download PDF	i
Contents Publicly Available Download PDF	vii
List of Illustrations Publicly Available Download PDF	ix
Foreword Victoria Grazia Publicly Available Download PDF	xiii
Acknowledgments Publicly Available Download PDF	xix
Introduction Pamela Swett, Jonathan Wiesen and Jonathan Zatlin Requires Authentication Unlicensed Licensed Download PDF	1
1. Marketing, Modernity, and “the German People’s Soul”: Advertising and Its Enemies in Late Imperial Germany, 1896–1914 Kevin Repp Requires Authentication Unlicensed Licensed Download PDF	27
2. Visions of Prosperity: The Americanization of Advertising in Interwar Germany Corey Ross Requires Authentication Unlicensed Licensed Download PDF	52
3. Branding Germany: Hans Domizlaff ’s Markentechnik and Its Ideological Impact Holm Friebe Requires Authentication Unlicensed Licensed Download PDF	78
4. “Planting a Forest Tall and Straight Like the German Volk”: Visualizing the Volksgemeinschaft through Advertising in German Forestry Journals, 1933–1945 Michael Imort Requires Authentication Unlicensed Licensed Download PDF	102
5. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich Shelley Baranowski Requires Authentication Unlicensed Licensed Download PDF	127
6. “Die erfrischende Pause”: Marketing Coca-Cola in Hitler’s Germany Jeff Schutts Requires Authentication Unlicensed Licensed Download PDF	151
7. Lufthansa Welcomes You: Air Transport and Tourism in the Adenauer Era Guillaume Syon Requires Authentication Unlicensed Licensed Download PDF	182
8. “The History of Morals in the Federal Republic”: Advertising, PR, and the Beate Uhse Myth Elizabeth Heineman Requires Authentication Unlicensed Licensed Download PDF	202
9. “Wowman! The World’s Most Famous Drug-Dog”: Advertising, the State, and the Paradox of Consumerism in the Federal Republic Robert Stephens Requires Authentication Unlicensed Licensed Download PDF	230
10. “True Advertising Means Promoting a Good Thing through a Good Form”: Advertising in the German Democratic Republic Anne Kaminsky Requires Authentication Unlicensed Licensed Download PDF	262
11. Promoting Socialist Cities and Citizens: East Germany’s National Building Program Greg Castillo Requires Authentication Unlicensed Licensed Download PDF	287
12. “Serve Yourself !” The History and Theory of Self-Service in West and East Germany Rainer Gries Requires Authentication Unlicensed Licensed Download PDF	307
Bibliography Requires Authentication Unlicensed Licensed Download PDF	329
Contributors Requires Authentication Unlicensed Licensed Download PDF	347
Index Requires Authentication Unlicensed Licensed Download PDF	351

Language: English
Publisher: Duke University Press
Pages
- Main content: 384
Illustrations
- Other: 59 illustrations

eBook

Published: August 29, 2007
ISBN: 9780822390350