Captains Of Consciousness : Advertising and the Social Roots of the Consumer Culture

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Acknowledgments; Preface; Part I. Advertising as Social Production; 1. Shorter hours, higher wages ..

2. Mobilizing the Instincts; 3. Advertising: Civilizing the Self; Part II. The Political Ideology of Consumption; 1. Assembling a New World of Facts; 2. Commercializing Expression; 3. Advertising's Truth; 4. Obliterating the Factory; 5. Consumption and Social Change; 6. Consumption: A Partial Totality; Part III. Mom, Dad and the Kids: Toward a Modern Architecture of Daily Life; 1. Industrialization and the Family: Changing Modes of Survival 2. Radicaal Visions and the Transformation of Patriarchal Authority3. The Family as Ground for Business Enterprise; 4. Youth as an Industrial Ideal; 5. Father: The Patriarch as Wage Slave; 6. Consumption and the Ideal of the New Woman; 7. Consumption and Seduction; Consumer Report: The Social Crisis of the Mass Culture; Notes; Bibliography; Index