Marketing Modernity

Italian Advertising from Fascism to Postmodernity

Nonfiction, Social & Cultural Studies, Social Science, Sociology
Cover of the book Marketing Modernity by Adam Arvidsson, Taylor and Francis
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Author: Adam Arvidsson ISBN: 9781134489893
Publisher: Taylor and Francis Publication: December 8, 2003
Imprint: Routledge Language: English
Author: Adam Arvidsson
ISBN: 9781134489893
Publisher: Taylor and Francis
Publication: December 8, 2003
Imprint: Routledge
Language: English

In Marketing Modernity, Adam Arvidsson traces the development of Italy's postmodern consumer culture from the 1920s to the present day. In so doing, Arvidsson argues that the culture of consumption we see in Italy today has its direct roots in the social vision articulated by the advertising industry in the years following the First World War. He then goes on to discuss how that vision was further elaborated by advertising's interaction with subsequent big discourses in Twentieth Century Italy: fascism, post-war mass political parties and the counter-culture of the 1960s and 1970s. Based on a wide range of primary sources, this fascinating book takes an innovative historical approach to the study of consumption.

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In Marketing Modernity, Adam Arvidsson traces the development of Italy's postmodern consumer culture from the 1920s to the present day. In so doing, Arvidsson argues that the culture of consumption we see in Italy today has its direct roots in the social vision articulated by the advertising industry in the years following the First World War. He then goes on to discuss how that vision was further elaborated by advertising's interaction with subsequent big discourses in Twentieth Century Italy: fascism, post-war mass political parties and the counter-culture of the 1960s and 1970s. Based on a wide range of primary sources, this fascinating book takes an innovative historical approach to the study of consumption.

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