Consumerism

Consumerism

Order Description

�Consumerism and advertising went hand-in-hand during the 20th century and affected many facets of Americans� daily lives.�

Based on the readings assigned in the class, explain and support this thesis.

In your paper:

a) Explain the development of consumerism in the U.S. Around when did consumerism develop in the US and why?
b) Discuss why advertising became associated with the growth of consumerism.
c) Give examples of how consumerism and advertising together affected Americans� home, and leisure and even work activities. Give examples for each.

This paper should be 6 pages in length.

Papers should cite at least 4 different sources from the readings but may include additional sources from outside. It is the responsibility of the student to include

complete publication information in the bibliography for all sources.

Please type and double-space your written work and number your pages. Loose pages will not be accepted. You should include a cover page.

I recommend you use Chicago style for your citations

The book readings are:

Juliann Sivulka: Sex, Soap and Cigarettes, Chapter 2: Selling the Goods and Chapter 3: The Rise of a Consumer Economy

Marita Sturken and Lisa Cartwright: Practices of Looking, pp. 265-75 (in Chapter 7)

T.J. Jackson Lears, �From Salvation to Self-Realization� pp. 3-30.

Sivulka, Sex, Soap and Cigarettes, Chapter 4: The Roaring Twenties

Roland Marchand, �Men of the People: The New Professionals� (From Advertising the
American Dream) pp. 25-38.

Adam Gopnik, �Under One Roof� (From The New Yorker magazine)

Sharon Zukin, �A Brief History of Shopping� (From Point of Purchase: How Shopping Changed American Culture)

Catherine Gudis, �Modern Art and Advertising� (From Buyways: Billboards, Automobiles, and the American Landscape)

Roland Marchand, �The Consumption Ethic: Strategies of Art and Style� (From Advertising the
American Dream)

Catherine Gudis, �The Aesthetics of Speed� (From Buyways: Billboards, Automobiles, and the American Landscape)

Sivulka, Sex Soap and Cigarettes, Chapter 6: The Postwar Boom

Thomas Frank, The Conquest of Cool: Chapter 2, Buttoned Down

Lizabeth Cohen, �From Town Center to Shopping Center: The Reconfiguration of Community

Marketplaces in Postwar America� (From American Historical Review 101(4): 1050-1081)

James Farrell, �Designing Malls� (From One Nation under Goods: Malls and the Seductions of American Shopping)

Sivulka, Sex Soap and Cigarettes, Chapter 7: The Creative Revolution

Thomas Frank, The Conquest of Cool, Chapter 3: Advertising as Cultural Criticism

** NOTE: You only have to use some of these readings, but I have listed all the readings we have done in class for a better range of material

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