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Advertising at War Business, Consumers, and Government in The 1940s

ISBN-10: 0252078659

ISBN-13: 9780252078651

Edition: 2012

Authors: Inger L. Stole

List price: $32.00
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Description:

Advertising at Warchallenges the notion that advertising disappeared as a political issue in the United States in 1938 with the passage of the Wheeler-Lea Amendment to the Federal Trade Commission Act, the result of more than a decade of campaigning to regulate the advertising industry. Inger L. Stole suggests that the war experience, even more than the legislative battles of the 1930s, defined the role of advertising in U.S. postwar political economy and the nation's cultural firmament. She argues that Washington and Madison Avenue were soon working in tandem with the creation of the Advertising Council in 1942, a joint effort established by the Office of War Information, the Association of National Advertisers, and the American Association of Advertising Agencies. Using archival sources, newspapers accounts, and trade publications, Stole demonstrates that the war elevated and magnified the seeming contradictions of advertising and allowed critics of these practices one final opportunity to corral and regulate the institution of advertising. Exploring how New Dealers and consumer advocates such as the Consumers Union battled the advertising industry,Advertising at Wartraces the debate over two basic policy questions: whether advertising should continue to be a tax-deductible business expense during the war, and whether the government should require effective standards and labeling for consumer products, which would render most advertising irrelevant. Ultimately the postwar climate of political intolerance and reverence for free enterprise quashed critical investigations into the advertising industry. While advertising could be criticized or lampooned, the institution itself became inviolable.
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Book details

List price: $32.00
Copyright year: 2012
Publisher: University of Illinois Press
Publication date: 11/5/2012
Binding: Paperback
Pages: 280
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 0.990
Language: English

List of Illustrations
Acknowledgments
Introduction
Prelude to War
Advertising Navigates the Defense Economy
The Initial Year of the Advertising Council
The Consumer Movements Return
Advertising, Washington, and the Renamed War Advertising Council
The Increasing Role of the War Advertising Council
Peace and the Reconversion of the Advertising Council
Epilogue
Notes
Index