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Fables Of Abundance: A Cultural History Of Advertising In America

3.61  ·  Rating Details  ·  83 Ratings  ·  2 Reviews
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.
Paperback, 512 pages
Published November 3rd 1995 by Basic Books (first published 1994)
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Jun 29, 2013 Abailart rated it it was amazing
'About' advertising of course, but mainly of interest to me is that advertising is the cultural form through which Lears mediates interpretations of cultural signification and the control of imagery. He gets down quickly to suggesting that the superficial glitter and phantasmogoria of high-speed modern (1993) iconography barely conceals dominant ideology. Seems to me to chime well with Adorno's 'The Stars Come Down to Earth'.

It is an absolute joy to read. One of those books that get me so excite
Justin Evans
Feb 09, 2013 Justin Evans rated it really liked it
Shelves: history-etc
Lears' book on 'the making of modern America' was very disappointing, whereas this was fabulous. As a caveat, I think it's fabulous because it was not only exactly what I wanted (a history of advertising tied to the culture of early to mid twentieth century America told from a vaguely Frankfurt Schoolish perspective), but also suggested something to me that I'd never considered, which was utterly engaging (the relationship between advertising and literary/artistic modernism--whether they were at ...more
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T. J. Jackson Lears (born 1947) is an American cultural and intellectual historian with interests in comparative religious history, literature and the visual arts, folklore and folk beliefs. He is the Board of Governors Professor of History at Rutgers University and Editor in Chief of the Raritan Quarterly Review.
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