Gary Cross

Jan Logemann

Ingo Köhler

In the middle of the twentieth century, a new class of marketing expert emerged beyond the familiar ad men of Madison Avenue. Working as commercial designers, consumer psychologists, sales managers, and market researchers, these professionals were self-defined “consumer engineers,” and their rise heralded a new era of marketing. To what extent did these efforts to engineer consumers shape consumption practices? And to what extent was the phenomenon itself a product of broader social and cultural forces? This collection considers consumer engineering in the context of the longer history of transatlantic marketing. Contributors offer case studies on the roles of individual consumer engineers on both sides of the Atlantic, the impact of such marketing practices on European economies during World War II and after, and the conflicted relationship between consumer activists and the ideas of consumer engineering. By connecting consumer engineering to a web of social processes in the twentieth century, this volume contributes to a reassessment of consumer history more broadly.

Marketing between Expert Planning and Consumer Responsiveness

Consumer Engineering, 1920s–1970s

This title is part of UC Press's Voices Revived program, which commemorates University of California Press’s mission to seek out and cultivate the brightest minds and give them voice, reach, and impact. Drawing on a backlist dating to 1893, Voices Revived makes high-quality, peer-reviewed scholarship accessible once again using print-on-demand technology. This title was originally published in 1989.

The Reduction of Work in Britain and France, 1840-1940

A Quest for Time

"Olivia Dempsey's life changes forever in December 1941 when a Japanese fighter plane appears in the clear blue sky above her school playing fields. The Japanese army has invaded the British colony of Malaya from the North and Olivia's father must leave their rubber plantation to help fight the invaders. Olivia and her friend Georgia are to travel to their mothers in Singapore. But the journey quickly descends into a nightmare. Safety proves hard to find and help is far away."--Back cover. Suggested level: primary, intermediate, junior secondary.

Walking Into the Fire

The twentieth century was, by any reckoning, the age of the child in America. Today, we pay homage at the altar of childhood, heaping endless goods on the young, reveling in memories of a more innocent time, and finding solace in the softly backlit memories of our earliest years. We are, the proclamation goes, just big kids at heart. And, accordingly, we delight in prolonging and inflating the childhood experiences of our offspring. In images of the naughty but nice Buster Brown and the coquettish but sweet Shirley Temple, Americans at mid-century offered up a fantastic world of treats, toys, and stories, creating a new image of the child as "cute." Holidays such as Christmas and Halloween became blockbuster affairs, vehicles to fuel the bedazzled and wondrous innocence of the adorable child. All this, Gary Cross illustrates, reflected the preoccupations of a more gentle and affluent culture, but it also served to liberate adults from their rational and often tedious worlds of work and responsibility. But trouble soon entered paradise. The "cute" turned into "cool" as children, following their parental example, embraced the gift of fantasy and unrestrained desire to rebel against the saccharine excesses of wondrous innocence in deliberate pursuit of the anti-cute. Movies, comic books, and video games beckoned to children with the allures of an often violent, sexualized, and increasingly harsh worldview. Unwitting and resistant accomplices to this commercial transformation of childhood, adults sought-over and over again, in repeated and predictable cycles-to rein in these threats in a largely futile jeremiad to preserve the old order. Thus, the cute child-deliberately manufactured and cultivated--has ironically fostered a profoundly troubled ambivalence toward youth and child rearing today. Expertly weaving his way through the cultural artifacts, commercial currents, and parenting anxieties of the previous century, Gary Cross offers a vibrant and entirely fresh portrait of the forces that have defined American childhood.

Wondrous Innocence and Modern American Children's Culture

The Cute and the Cool

The unqualified victory of consumerism in America was not a foregone conclusion. The United States has traditionally been the home of the most aggressive and often thoughtful criticism of consumption, including Puritanism, Prohibition, the simplicity movement, the '60s hippies, and the consumer rights movement. But at the dawn of the twenty-first century, not only has American consumerism triumphed, there isn't even an "ism" left to challenge it. An All-Consuming Century is a rich history of how market goods came to dominate American life over that remarkable hundred years between 1900 and 2000 and why for the first time in history there are no practical limits to consumerism. By 1930 a distinct consumer society had emerged in the United States in which the taste, speed, control, and comfort of goods offered new meanings of freedom, thus laying the groundwork for a full-scale ideology of consumer's democracy after World War II. From the introduction of Henry Ford's Model T ("so low in price that no man making a good salary will be unable to own one") and the innovations in selling that arrived with the department store (window displays, self service, the installment plan) to the development of new arenas for spending (amusement parks, penny arcades, baseball parks, and dance halls), Americans embraced the new culture of commercialism—with reservations. However, Gary Cross shows that even the Depression, the counterculture of the 1960s, and the inflation of the 1970s made Americans more materialistic, opening new channels of desire and offering opportunities for more innovative and aggressive marketing. The conservative upsurge of the 1980s and '90s indulged in its own brand of self-aggrandizement by promoting unrestricted markets. The consumerism of today, thriving and largely unchecked, no longer brings families and communities together; instead, it increasingly divides and isolates Americans. Consumer culture has provided affluent societies with peaceful alternatives to tribalism and class war, Cross writes, and it has fueled extraordinary economic growth. The challenge for the future is to find ways to revive the still valid portion of the culture of constraint and control the overpowering success of the all-consuming twentieth century.

Why Commercialism Won in Modern America

An All-Consuming Century

Nostalgia isn't what it used to be. For many of us, modern memory is shaped less by a longing for the social customs and practices of the past or for family heirlooms handed down over generations and more by childhood encounters with ephemeral commercial goods and fleeting media moments in our age of fast capitalism. This phenomenon has given rise to communities of nostalgia whose members remain loyal to the toys, television, and music of their youth. They return to the theme parks and pastimes of their upbringing, hoping to reclaim that feeling of childhood wonder or teenage freedom. Consumed nostalgia took definite shape in the 1970s, spurred by an increase in the turnover of consumer goods, the commercialization of childhood, and the skillful marketing of nostalgia. Gary Cross immerses readers in this fascinating and often delightful history, unpacking the cultural dynamics that turn pop tunes into oldies and childhood toys into valuable commodities. He compares the limited appeal of heritage sites such as Colonial Williamsburg to the perpetually attractive power of a Disney theme park and reveals how consumed nostalgia shapes how we cope with accelerating change. Today nostalgia can be owned, collected, and easily accessed, making it less elusive and often more fun than in the past, but its commercialization has sometimes limited memory and complicated the positive goals of recollection. By unmasking the fascinating, idiosyncratic character of modern nostalgia, Cross helps us better understand the rituals of recall in an age of fast capitalism.

Gary Cross

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