During World War II, U.S. businesses devised marketing strategies that encouraged consumers to believe their country’s wartime experience would launch a better America. Advertisements and promotional articles celebrated the immense industrial output that corporations achieved during the war. These commercial messages positioned wartime technologies and corporate expertise as the means to streamline America and invent a socially hygienic future free from poverty, slums, drudgery, filth, and—for some businessmen—the New Deal administration. From Submarines to Suburbs surveys the development, strategy, and effect of these campaigns over a span of twenty pivotal years. Cynthia Lee Henthorn takes a close look at how pre-fabricated suburban houses, high-tech kitchens, and miracle products developed from war-related industries were promoted as the hygienic solutions for establishing this better America, one led by the captains of free enterprise. As Henthorn demonstrates, wartime advertising and marketing strategies tying consumer prosperity to war were easily adapted in the Cold War era, when a symbiotic relationship between military standing and standards of living intensified in a culture dependent on defense spending. Were the efforts to engineer a better America successful? Using documentary evidence in the form of numerous advertisements, From Submarines to Suburbs stands as a significant contribution to understanding how today’s “better” America evolved.
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Book Description
Editorial Reviews
About the Author
Cynthia Lee Henthorn has taught design history, with an emphasis on advertising and marketing trends, at art and design colleges in New York City. In her current role as a developmental editor of online courseware, she creates interactive, Web-based textbooks and assessment tools for the higher education market.
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postwar planning, reconversion narratives, democratized progress, mobilization narratives, hygienic revolution, streamlined woman, commercial propagandists, commercial fallout, normative mold, hygienic solution, scientific housekeeping, postwar kitchen, war bond savings, streamlined kitchen, consumer engineers, mobilization experts, postwar progress, reconversion process, postwar house, positioning plan, streamlined style, reform narratives, postwar future, domestic progress Key Phrases - Capitalized Phrases (CAPs): (learn more)
New Deal, World War, Machine Age, American Way, Business Week, Postwar Progrrss, African Americans, United States, New York, Bel Geddes, House Beautiful, The Arsroal of Domrslirily, Quonset Hut, War Facts, Tilden Foundations, Pittsburgh Courier, Negro Market, Pearl Harbor, Weapons of Mass Persuasion, Walter Dorwin Teague, Prolils Irma Symtnlism, Pnslwar Planning, Progressive Era, International Style, Dpttrr Amrrira Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
postwar planning, reconversion narratives, democratized progress, mobilization narratives, hygienic revolution, streamlined woman, commercial propagandists, commercial fallout, normative mold, hygienic solution, scientific housekeeping, postwar kitchen, war bond savings, streamlined kitchen, consumer engineers, mobilization experts, postwar progress, reconversion process, postwar house, positioning plan, streamlined style, reform narratives, postwar future, domestic progress Key Phrases - Capitalized Phrases (CAPs): (learn more)
New Deal, World War, Machine Age, American Way, Business Week, Postwar Progrrss, African Americans, United States, New York, Bel Geddes, House Beautiful, The Arsroal of Domrslirily, Quonset Hut, War Facts, Tilden Foundations, Pittsburgh Courier, Negro Market, Pearl Harbor, Weapons of Mass Persuasion, Walter Dorwin Teague, Prolils Irma Symtnlism, Pnslwar Planning, Progressive Era, International Style, Dpttrr Amrrira Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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