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OverviewIn Marketing Modernity, Adam Arvidsson traces the development of Italy's postmodern consumer culture from the 1920s to the present day. In so doing, Arvidsson argues that the culture of consumption we see in Italy today has its direct roots in the social vision articulated by the advertising industry in the years following the First World War. He then goes on to discuss how that vision was further elaborated by advertising's interaction with subsequent big discourses in Twentieth Century Italy: fascism, post-war mass political parties and the counter-culture of the 1960s and 1970s. Based on a wide range of primary sources, this fascinating book takes an innovative historical approach to the study of consumption. Full Product DetailsAuthor: Adam ArvidssonPublisher: Taylor & Francis Ltd Imprint: Routledge Dimensions: Width: 15.60cm , Height: 1.10cm , Length: 23.40cm Weight: 0.360kg ISBN: 9781138880023ISBN 10: 1138880027 Pages: 192 Publication Date: 09 February 2015 Audience: College/higher education , General/trade , Tertiary & Higher Education , General Format: Paperback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of Contents1. Introduction Part I: From Fascism to Fordism 2. From Unification to the Fascist Takeover: The First Developments of Mass Consumption 3. Bourgeois into Fascists? Mass Consumption and the Regime 4. The American Influence 5. The Economic Miracle: Mass Consumption and Modernisation Part II: The Roots of Postmodernity 6. The New Ethic of Consumption I: The New Housewife 7. The New Ethic of Consumption II: Crisis and Reconstruction 8. ConclusionReviewsAuthor InformationAdam Arvidsson is Assistant Professor in the Department of Film and Media at the University of Copenhagen. Tab Content 6Author Website:Countries AvailableAll regions |
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