Fables Of Abundance: A Cultural History Of Advertising In America

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Basic Books, Nov 3, 1995 - Social Science - 416 pages
Fables of Abundance ranges from the traveling peddlers of early modern Europe to the twentieth-century American corporation, exploring the ways that advertising collaborated with other cultural institutions to produce the dominant aspirations and anxieties in the modern United States.

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FABLES OF ABUNDANCE: A Cultural History of Advertising in America

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Excessive ambition weighs down this important revisionist history of advertising in the United States. Lears (History/Rutgers; No Place of Grace, 1981) argues that modern advertising does not, as most ... Read full review

Fables of abundance: a cultural history of advertising in America

User Review  - Not Available - Book Verdict

Lears (history, Rutgers Univ.) offers a scholarly, multidisciplinary discussion of the relationship between advertising and culture, straying into literature, art, religion, and other areas to show ... Read full review


Front Cover
Part I The Reconfiguration of Wealth
1 The Lyric of Plenty
2 The Modernization of Magic
3 The Stabilization of Sorcery
6 The Perfectionist Project
7 The New Basis of Civilization
8 Trauma Denial Recovery
Part III Art Truth and Humbug
9 The Problem of Commercial Art in a Protestant Culture
10 The Courtship of AvantGarde and Kitsch
11 The Pursuit of the Real
12 The Things Themselves

4 The Disembodiment of Abundance
Part II The Containment of Carnival
5 The Merger of Intimacy and Publicity

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About the author (1995)

Jackson Lears is the author of No Place of Grace: Antimodernism and the Transformation of American Culture, 1880–1920, and the editor (with Richard Fox) of The Culture of Consumption and The Power of Culture. He is professor of history at Rutgers University.

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