Overview

"A Mile of Make Believe examines the unique history of the Santa Claus parade in Canada. This volume focuses on the Eaton’s sponsored parades that occurred in Toronto, Montreal and Winnipeg as well as the shorter-lived parades in Calgary and Edmonton. There is also a discussion of small town alternatives, organized by civic groups, service clubs, and chambers of commerce. By focusing on the pioneering effort of the Eaton’s department store Steve Penfold argues that the parade ultimately represented a paradoxical form of cultural power: it allowed Eaton’s to press its image onto public life while also reflecting the decline of the once powerful retailer. Penfold’s analysis reveals the ""corporate fantastic"" – a visual and narrative mix of meticulous organization and whimsical style– and its influence on parade traditions. Steve Penfold’s considerable analytical skills have produced a work that is simultaneously a cultural history, history of business and commentary on consumerism. Professional historians and the general public alike would be remiss if this wasn’t on their holiday wish list."

Full Product Details

Author:   Steve Penfold
Publisher:   University of Toronto Press
Imprint:   University of Toronto Press
Dimensions:   Width: 15.20cm , Height: 1.30cm , Length: 22.90cm
Weight:   0.380kg
ISBN:  

9781442629240

ISBN 10:   144262924
Pages:   256
Publication Date:   31 August 2016
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Temporarily unavailable  
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Table of Contents

Introduction Alfreda's Lament Chapter One The Corporate Fantastic Chapter Two Santa in Public Chapter Three The Mediated Santa Chapter Four The Civic Fantastic Chapter Five Casualty of the Times Conclusion The Most Fabulous Dreams of Childhood\ Notes Bibliography

Reviews

Steve Penfold has crafted a smart and funny account of a lost piece of Canadiana. -- Holly Doan Blacklocks Reporter, November 5, 2016

"Steve Penfold has ""crafted a smart and funny account of a lost piece of Canadiana."" -- Holly Doan Blacklocks Reporter, November 5, 2016"

Author Information

Steve Penfold is an associate professor in the Department of History at the University of Toronto. He is the author of The Donut: A Canadian History (UTP 2008).

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