Marketing Modernity: Italian Advertising from Fascism to Postmodernity / Edition 1

by Adam Arvidsson

Overview

In Marketing Modernity, Adam Arvidsson traces the development of Italy's postmodern consumer culture from the 1920s to the present day. In so doing, Arvidsson argues that the culture of consumption we see in Italy today has its direct roots in the social vision articulated by the advertising industry in the years following the First World War. He then goes on to discuss how that vision was further elaborated by advertising's interaction with subsequent big discourses in Twentieth Century Italy: fascism, post-war mass political parties and the counter-culture of the 1960s and 1970s. Based on a wide range of primary sources, this fascinating book takes an innovative historical approach to the study of consumption.

Product Details

ISBN-13:	9780415270441
Publisher:	Taylor & Francis
Publication date:	02/13/2003
Series:	Studies in Consumption and Markets
Pages:	196
Product dimensions:	6.12(w) x 9.19(h) x (d)
Lexile:	1620L (what's this?)

About the Author

Adam Arvidsson is Assistant Professor in the Department of Film and Media at the University of Copenhagen.

Table of Contents

1. Introduction Part I: From Fascism to Fordism 2. From Unification to the Fascist Takeover: The First Developments of Mass Consumption 3. Bourgeois into Fascists? Mass Consumption and the Regime 4. The American Influence 5. The Economic Miracle: Mass Consumption and Modernisation Part II: The Roots of Postmodernity 6. The New Ethic of Consumption I: The New Housewife 7. The New Ethic of Consumption II: Crisis and Reconstruction 8. Conclusion