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Shopping for Identity: The Marketing of Ethnicity
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Shopping for Identity: The Marketing of Ethnicity

3.12  ·  Rating details ·  33 Ratings  ·  5 Reviews
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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Liz Wright
May 19, 2008 rated it liked it
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
Ke
Jan 03, 2016 rated it really liked it
This book synthesizes several ethnic marketing campaigns in the United States. While I really enjoyed reading about the campaigns, I am curious how United States has changed since the book was published.
Aaron
I tried, I really did, but the author just kept saying really obvious things as if they were revelations. I'm over it.
Gloria
Jul 10, 2010 rated it it was ok
Finally buckled down to get through this. It was okay mainly because of the collection of examples. Feels fairly obvious but then again the book is ten years old.

Gotta stop picking up randomness at thrift stores....
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