Hard sell

Advertising, affluence and transatlantic relations, c. 1951–69

Sean Nixon

Price: GBP£ 60.00
Available Buy online from: Buy now from Blackwells Buy now from Amazon.co.uk Buy now from Amazon.com
ISBN: 978-0-7190-8537-6
Series: Studies in Popular Culture
Subject Area: History
BIC Category: Social & cultural history
Published: May 2013
234 x 156 mm
240 pages
Publisher: Manchester University Press
Also available in: Hardback
  • Description
  • Author
  • Contents
  • 'This is an impressive piece of sustained research that brings much to the field. It offers real depth in rethinking the post-war boom and there can be little doubt that this will have a real impact across modern British history, consumer history and cultural studies.'
    Jeremy Black, Professor of History, University of Exeter

    Focusing on advertising’s relationship to the mass market housewife, Hard sell 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 ‘modern housewife’ across the new medium of television. Nixon shows how the practices through which advertising understood and represented the ‘modern housewife’ 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.

    Hard sell offers a major new analysis of the techniques of advertising in the decades of post-war affluence and advertising’s relationship to the social changes associated with growing prosperity.
    General Editor’s foreword
    Part I: The world of British advertising
    1. Advertising in the age of affluence
    Part II: Television, the housewife and Anglo-American relations
    2. Apostle of Americanisation? J. Walter Thompson Company Ltd and Anglo-American relations
    3. Understanding ordinary women: Market research and the mass market housewife
    4. A challenge both alarming and alluring: The birth of TV advertising
    5. All mod cons: Television advertising, domesticity and social change
    Part III: The reception of television advertising
    6. Welcome Intrusion? TV advertising and the viewing public
    7. Trading on human weakness: Advertising, morality and consumer desire
    Sean Nixon is Professor in the Department of Sociology at University of Essex
This website ©2012-2015 Manchester University Press