Chapter

Thrift and Advertising

Jennifer Scanlon

in Thrift and Thriving in America

Published in print July 2011 | ISBN: 9780199769063
Published online May 2012 | e-ISBN: 9780199896851 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199769063.003.0012
Thrift and Advertising

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This chapter details the role of advertising in developing the new ethic of consumer thrift in the 20th century. It explains how advertising professionals targeted housewives as the controllers of domestic spaces and pitched to them a new sense of efficiency and self-control as the values necessary for a way of life characteristic of the modern age. It elaborates the connections between this modern ethic of discipline and the older classic notion of thrift to show how the cultural forms of restraint were transformed across this particular set of economic relations in the middle of the 20th century.

Keywords: consumer thrift; advertising; modern ethics; economic relations

Chapter.  10300 words.  Illustrated.

Subjects: Economic Sociology

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