1st Edition
Marketing Modernity Italian Advertising from Fascism to Postmodernity
By Adam Arvidsson
Copyright 2003
192 Pages
by
Routledge
196 Pages
by
Routledge
192 Pages
by
Routledge
Also available as eBook on:
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... Read more
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
Biography
Adam Arvidsson is Assistant Professor in the Department of Film and Media at the University of Copenhagen.
