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Thrift and Thriving in AmericaCapitalism and Moral Order from the Puritans to the Present$
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Joshua Yates and James Davison Hunter

Print publication date: 2011

Print ISBN-13: 9780199769063

Published to Oxford Scholarship Online: May 2012

DOI: 10.1093/acprof:oso/9780199769063.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 23 October 2020

Thrift and Advertising

Thrift and Advertising

(p.284) 12 Thrift and Advertising
Thrift and Thriving in America

Jennifer Scanlon

Oxford University Press

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

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