Hard Sell : Advertising, Affluence and Transatlantic Relations, c. 1951-69 Paperback / softback

by Sean Nixon

Part of the Studies in Popular Culture series

Paperback / softback

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Description

Focusing on advertisingâ€™s relationship to the mass market housewife, this study shows how advertising promoted new standards of material comfort in the selling of a range of everyday consumer goods and, in the process, generalised a cross-class image of the â€˜modern housewifeâ€™ across the new medium of television.

Nixon shows how the practices through which advertising understood and represented the â€˜modern housewifeâ€™ and domestic consumption were influenced by American advertising and commercial culture.

In doing so, he challenges the way critics and historians have often understood Anglo-American relations, and shows how American influences across a range of areas of advertising practice were not only a source of inspiration, but were also adapted and reworked to speak more effectively to the British consumer. Now available in paperback, Hard sell offers a major new analysis of the techniques of advertising in the decades of post-war affluence and advertisingâ€™s relationship to the social changes associated with growing prosperity. -- .