Marketing Modernity: Italian Advertising from Fascism to Postmodernity, 1st Edition (Paperback) book cover

Marketing Modernity

Italian Advertising from Fascism to Postmodernity, 1st Edition

By Adam Arvidsson


192 pages

Purchasing Options:$ = USD
Paperback: 9781138880023
pub: 2015-02-09
SAVE ~$10.79
Hardback: 9780415270441
pub: 2003-02-13
SAVE ~$43.00
eBook (VitalSource) : 9780203417539
pub: 2003-12-08
from $26.98

FREE Standard Shipping!


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.

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

Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Sociology / General