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Shopping for Identity: The Marketing of Ethnicity
In America today, you can connect to your ethnic heritage in dozens of ways, or adopt an identity just for an evening. Our society is not a melting pot but a salad bar--a bazaar in which the purveyors of goods and services spend close to $2 billion a year marketing the foods, clothing, objects, vacations, and events that help people express their (and others') ethnic ident ...more
Paperback, 256 pages
Published July 23rd 2002 by Schocken
(first published September 19th 2000)
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Halter, in focusing on how businesses market to Americans, reminds us that there is no global definition for “ethnicity.” Through numerous examples she shows that marketing towards “hyphenated Americans” (Irish-Americans, Jewish-Americans, etc) is being changed from the “normal” marketing procedures for Caucasian-Americans (or European-Americans). After the 60s and 70s in the US people were more likely to look for their family history and to identify with it, even to the extent that they identif ...more