000			02490cam a2200313 a 4500
001			492515
003			BD-DhUL
005			20170420190017.0
008			940511s1994 nyua b 001 0 eng
010			_a94012749
020			_a0465090761 _c$30.00 ($42.00 Can.)
020			_a0465090753 _qpaperback
035			_a492515
040			_aTOC _beng _cTOC _dBD-DhUL
043			_an-us---
050		0	_aHF5813.U6 _bL418 1994
082	0	0	_a659.10973 _220 _bLEF
100	1		_aLears, T. J. Jackson, _d1947-
245	1	0	_aFables of abundance : _ba cultural history of advertising in America / _cJackson Lears.
260			_a[New York] : _bBasic Books, _cc1994.
300			_axiv, 492 p. : _bill. ; _c24 cm.
500			_aIncludes index.
504			_aIncludes bibliographical references.
505	0		_aPt. I. The Reconfiguration of Wealth: From Fecund Earth to Efficient Factory. 1. The Lyric of Plenty. 2. The Modernization of Magic. 3. The Stabilization of Sorcery. 4. The Disembodiment of Abundance -- Pt. II. The Containment of Carnival: Advertising and American Social Values from the Patent Medicine Era to the Consolidation of Corporate Power. 5. The Merger of Intimacy and Publicity. 6. The Perfectionist Project. 7. The New Basis of Civilization. 8. Trauma, Denial, Recovery -- Pt. III. Art, Truth, and Humbug: The Search for Form and Meaning in a Commodity Civilization. 9. The Problem of Commercial Art in a Protestant Culture. 10. The Courtship of Avant-Garde and Kitsch. 11. The Pursuit of the Real. 12. The Things Themselves.
520	8		_aThe book explores the ways that advertising collaborated with other cultural institutions to produce what have become the dominant aspirations, anxieties, and even notions of personal identity in the twentieth-century United States. Moving from the carnivals and market fairs of Renaissance Europe to the traveling peddlers of nineteenth-century America, Jackson Lears shows how early advertisers encouraged a new kind of magical thinking, detached from religious traditions and geared to an emerging market society. While patent medicine advertising's promise of magical self-transformation and exotic sensuality posed challenges to moral standards, advertisers themselves eventually sought to contain the subversive potential of this promise even as they continued to conjure it up.
650		0	_aAdvertising _zUnited States _xHistory _y19th century.
650		0	_aAdvertising _zUnited States _xHistory _y20th century.
942			_2ddc _cBK
999			_c190530 _d190530