This monumental work of cultural history was nominated for a National Book Award. It chronicles America's transformation, beginning in 1880, into a nation of consumers, devoted to a cult of comfort, bodily well-being, and endless acquisition. 24 pages of photos.
This monumental work of cultural history was nominated for a National Book Award. It chronicles America's transformation, beginning in 1880, into a nation of consumers, devoted to a cult of comfort, bodily well-being, and endless acquisition. 24 pages of photos.
Introduction: The Land of Desire and the Culture of Consumer Capitalism
I: Strategies of Enticement
1. The Dawn of a Commercial Empire
“The Master Institutions of Civilized Life” • From Marble Palaces to Masses of Goods and Capital • The Retail Wars of the 1890s • “The Greatest Merchant in America” • The Crisis of Distribution
2. Facades of Color, Glass, and Light
Elbert Hubbard and Eye Appeal • Signs of the Times • The Careers of Robert Ogden and Maxfield Parrish • L. Frank Baum and TheShowWindow • A Maze of Glittering Crystal • Form out of Chaos • Arthur Fraser’s Temple
3. Interiors
Dismantling Doorsteps and the New Intimacy with Goods • “The Stage upon Which the Play Is Enacted” • Seductions for the Masses and the Classes • The “Eliminating” Power of the Central Idea • A New Child World and “Paradise in the Toy Department”
4. Fashion and the Indispensable Thing
The Growth of Fashion and a Gigantic Garment Industry • Women Buyers and the “Queens” of Paris Couture • Rodman Wanamaker and the Queen’s Slippers • Fete de Paris: The Fashion Show • The Garden of Allah
5. Ali Baba’s Lamp: Service for Private and Public Benefit
Service as a “Profitless Ideal” • Holiness or Commercial Hospitality • “Maximum Max” and Paying the Price in Court • Customer as Guest in “Self-Sufficient Citadels” • “Distributors of Happiness” • Gemutlichkeit and the Utopia of Joseph Urban • A New Commercial Cultural Order
II: Circuits of Power
6. “Business Runs the World”: Institutional Coalitions Behind the New Order
“Searching Out” and Satisfying “Human Wants” • The Great Museums and the New Curators • City Pageants and Hobnobbing with Mayors • The Widening Sphere of Public Action • Better Babies and Better Deliveries • The Paterson Pageant
7. Wanamaker’s Simple Life and the Moral Failure of Established Religion
Wanamaker as Liberal Evangelist and Institution Builder • The Simple Life and Pastor Wagner • A Day at Bethany • Fairy Tales or Private Parables • Sin, Consensus, and Institution Building • Down the Slippery Slope
8. Mind Cure and the Happiness Machine
“The New Healers” • Simon Patten’s Political Economy of Mind Cure • Pollyanna and the Popular Culture of Mind Cure • L. Frank Baum and Theosophy • An Affirmative American Fairy Tale
III: Managing a Dream Culture:1922-1932
9. “An Age of Consolidation”: Goods, Money, and Mergermania
“Consumptionism” • Goods and Money “Flooding the Country”. Chains Across the Country • Investment Bankers and Mergermania • “The Power Is All in Business”: Chains of Department Stores • Paul Mazur and Harvard’s Helping Hand • The Urban Landscape of Desire
10. “Sell Them Their Dreams”
The Consumer Credit Apparatus • Air-Conditioned Murals and “One White Fur” • “Brokers in Beauty” • In Style with Dorothy Shaver • Accessorizing on the Grand Scale • The Pseudoevents of Edward L. Bernays
11. The Spectacles
The Rainbow House and the Palace of Fashion • The Commercial Parade • Toys, Spectacles, and the Child Experts • Ragamuffins and Macy’s Thanksgiving Day Parade • America’s Mecca of Light and Color • “All the Colours of the Rainbow Belong to Mr. Bilge”
12. Herbert Hoover’s Emerald City and Managerial Government
Herbert Hoover’s Pursuit of Knowledge • Commerce as Database and Julius Klein, Master Broker • “Horne, Sweet Home” • Dissent and the “Torments of Desire”
Introduction: The Land of Desire and the Culture of Consumer Capitalism
I: Strategies of Enticement
1. The Dawn of a Commercial Empire
“The Master Institutions of Civilized Life” • From Marble Palaces to Masses of Goods and Capital • The Retail Wars of the 1890s • “The Greatest Merchant in America” • The Crisis of Distribution
2. Facades of Color, Glass, and Light
Elbert Hubbard and Eye Appeal • Signs of the Times • The Careers of Robert Ogden and Maxfield Parrish • L. Frank Baum and TheShowWindow • A Maze of Glittering Crystal • Form out of Chaos • Arthur Fraser’s Temple
3. Interiors
Dismantling Doorsteps and the New Intimacy with Goods • “The Stage upon Which the Play Is Enacted” • Seductions for the Masses and the Classes • The “Eliminating” Power of the Central Idea • A New Child World and “Paradise in the Toy Department”
4. Fashion and the Indispensable Thing
The Growth of Fashion and a Gigantic Garment Industry • Women Buyers and the “Queens” of Paris Couture • Rodman Wanamaker and the Queen’s Slippers • Fete de Paris: The Fashion Show • The Garden of Allah
5. Ali Baba’s Lamp: Service for Private and Public Benefit
Service as a “Profitless Ideal” • Holiness or Commercial Hospitality • “Maximum Max” and Paying the Price in Court • Customer as Guest in “Self-Sufficient Citadels” • “Distributors of Happiness” • Gemutlichkeit and the Utopia of Joseph Urban • A New Commercial Cultural Order
II: Circuits of Power
6. “Business Runs the World”: Institutional Coalitions Behind the New Order
“Searching Out” and Satisfying “Human Wants” • The Great Museums and the New Curators • City Pageants and Hobnobbing with Mayors • The Widening Sphere of Public Action • Better Babies and Better Deliveries • The Paterson Pageant
7. Wanamaker’s Simple Life and the Moral Failure of Established Religion
Wanamaker as Liberal Evangelist and Institution Builder • The Simple Life and Pastor Wagner • A Day at Bethany • Fairy Tales or Private Parables • Sin, Consensus, and Institution Building • Down the Slippery Slope
8. Mind Cure and the Happiness Machine
“The New Healers” • Simon Patten’s Political Economy of Mind Cure • Pollyanna and the Popular Culture of Mind Cure • L. Frank Baum and Theosophy • An Affirmative American Fairy Tale
III: Managing a Dream Culture:1922-1932
9. “An Age of Consolidation”: Goods, Money, and Mergermania
“Consumptionism” • Goods and Money “Flooding the Country”. Chains Across the Country • Investment Bankers and Mergermania • “The Power Is All in Business”: Chains of Department Stores • Paul Mazur and Harvard’s Helping Hand • The Urban Landscape of Desire
10. “Sell Them Their Dreams”
The Consumer Credit Apparatus • Air-Conditioned Murals and “One White Fur” • “Brokers in Beauty” • In Style with Dorothy Shaver • Accessorizing on the Grand Scale • The Pseudoevents of Edward L. Bernays
11. The Spectacles
The Rainbow House and the Palace of Fashion • The Commercial Parade • Toys, Spectacles, and the Child Experts • Ragamuffins and Macy’s Thanksgiving Day Parade • America’s Mecca of Light and Color • “All the Colours of the Rainbow Belong to Mr. Bilge”
12. Herbert Hoover’s Emerald City and Managerial Government
Herbert Hoover’s Pursuit of Knowledge • Commerce as Database and Julius Klein, Master Broker • “Horne, Sweet Home” • Dissent and the “Torments of Desire”
Conclusion: Legacies
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