Lears, Jackson. (1994) Fables of Abundance

“I have not tried to write a comprehensive historical survey of American advertising… Nor have I asked whether or not a particular advertising campaign has helped to sell a particular product.. . Instead, I have tried to explore what were, for the most part, the unintended consequences of advertisers’ efforts to vend their wares: the creation of a symbolic universe where certain cultural values were sanctioned and others rendered marginal or invisible” (3).


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