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Irresistible empire : America's advance through twentieth-century Europe /

By: De Grazia, Victoria.
Publisher: Cambridge, Mass. : Belknap Press of Harvard University Press, 2005Description: 586 p. : ill., maps ; 25 cm.Content type: text | cartographic image Media type: unmediated Carrier type: volumeISBN: 0674016726 (alk. paper); 9780674016729:.Other title: America's advance through twentieth-century Europe.Subject(s): Consumer behavior -- Europe -- History -- 20th century | Consumers -- Europe -- Attitudes -- History -- 20th century | Consumption (Economics) -- Europe -- History -- 20th century | Social values -- Europe -- History -- 20th century | Social values -- United States -- History -- 20th century | United States -- Civilization -- 20th centuryDDC classification: 306.30940904
Contents:
Introduction : The fast way to peace -- The Service ethic : how bourgeois men made peace with Babbittry -- A decent standard of living : how Europeans were measured by the American way of life -- The chain store : how modern distribution dispossessed commerce -- Big-brand goods : how marketing outmaneuvered the marketplace -- Corporate advertising : how the science of publicity subverted the arts of commerce -- The star system : how Hollywood turned cinema culture into entertainment value -- The consumer-citizen : how Europeans traded rights for goods -- Supermarketing : how big-time merchandisers leapfrogged over local grocers -- A model Mrs. Consumer : how mass commodities settled into hearth and home -- Conclusion : How the slow movement put perspective on the fast life.
Summary: It is this little-understood but world-shaking campaign that unfolds in this book - the author's account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its strength and its key weakness today.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 306.30940904 DEG (Browse shelf(Opens below)) 1 Available 0052794
Total holds: 0

Includes bibliographical references and index.

Introduction : The fast way to peace -- The Service ethic : how bourgeois men made peace with Babbittry -- A decent standard of living : how Europeans were measured by the American way of life -- The chain store : how modern distribution dispossessed commerce -- Big-brand goods : how marketing outmaneuvered the marketplace -- Corporate advertising : how the science of publicity subverted the arts of commerce -- The star system : how Hollywood turned cinema culture into entertainment value -- The consumer-citizen : how Europeans traded rights for goods -- Supermarketing : how big-time merchandisers leapfrogged over local grocers -- A model Mrs. Consumer : how mass commodities settled into hearth and home -- Conclusion : How the slow movement put perspective on the fast life.

It is this little-understood but world-shaking campaign that unfolds in this book - the author's account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its strength and its key weakness today.

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