Fables Of Abundance by Jackson Lears
A Cultural History Of Advertising In America

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Synopsis

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.
 

About Jackson Lears

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Jackson Lears is the author of several books, including Fables of Abundance, winner of the Los Angeles Times Book Prize for history. Editor of the distinguished journal Raritan, he is a Board of Governors Professor of History at Rutgers and writes frequently for the New Republic, Nation, and other magazines.
 
Published November 3, 1995 by Basic Books. 510 pages
Genres: Business & Economics, History, Political & Social Sciences, Professional & Technical. Non-fiction

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Tracing traditional New World themes of magical abundance through the 19th-century era of peddlers and medicine shows, he shows how Protestant values of personal authenticity and plain speech formed an uneasy dialectic with promises of transformation offered by commercial culture.

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Publishers Weekly

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History professor Lears's study of the rise of American consumerism explores the repressive aspects of advertising's equating of material abundance with social status.

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Publishers Weekly

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In this imposing, highly illuminating study, Rutgers history professor Lears (The Culture of Consumption) examines not just the rise of modern advertising but also the transformations of American culture that precipitated it and the influence of modern consumerism on our relationship to material ...

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