LEADER 03821cam a2200517Ka 4500001 214589 005 20240621184611.0 006 m d 007 cr un||||a|a|| 008 110107s2005 mauab sb 001 0 eng d 020 |z0674016726 |qalkaline paper 020 |z9780674016729 |qalkaline paper 020 9780674031180 |qelectronic book 020 0674031180 |qelectronic book 020 |z9780674022348 035 (OCoLC)ocn654400930 035 214589 049 LHMA 040 OCLCE |beng |erda |cOCLCE |dN$T |dYDXCP |dE7B |dLHM 050 0 HF5415.33.E85 |bD4 2005 100 1 De Grazia, Victoria. 245 10 Irresistible empire : |bAmerica's advance through twentieth-century Europe / |cVictoria de Grazia. 246 30 America's advance through twentieth-century Europe 264 1 Cambridge, Mass. : |bBelknap Press of Harvard University Press, |c2005. 300 586 pages : |billustrations, maps ; |c25 cm 336 text |btxt |2rdacontent 337 computer |bc |2rdamedia 338 online resource |bcr |2rdacarrier 347 text file |2rdaft 504 Includes bibliographical references and index. 505 0 Introduction : The fast way to peace -- The Service ethic : how bourgeois men made peace with Babbittry -- A decent standard of living : how Europeans were measured by the American way of life -- The chain store : how modern distribution dispossessed commerce -- Big-brand goods : how marketing outmaneuvered the marketplace -- Corporate advertising : how the science of publicity subverted the arts of commerce -- The star system : how Hollywood turned cinema culture into entertainment value -- The consumer-citizen : how Europeans traded rights for goods -- Supermarketing : how big-time merchandisers leapfrogged over local grocers -- A model Mrs. Consumer : how mass commodities settled into hearth and home -- Conclusion : How the slow movement put perspective on the fast life. 520 The most significant conquest of the twentieth century may well have been the triumph of American consumer society over Europe's bourgeois civilization. It is this little-understood but world-shaking campaign that unfolds in de Grazia's account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its great strength and its key weakness today. Tracing the peculiar alliance that arrayed New World salesmanship, statecraft, and standardized goods against the Old World's values of status, craft, and good taste, de Grazia describes how all alternative strategies fell before America's consumer-oriented capitalism--first the bourgeois lifestyle, then the Third Reich's command consumption, and finally the grand experiment of Soviet-style socialist planning.--From publisher description. 591 Record updated by Marcive processing 21 June 2024 650 0 Consumer behavior |zEurope |xHistory |y20th century. 650 0 Consumers |zEurope |xAttitudes |xHistory |y20th century. 650 0 Consumption (Economics) |zEurope |xHistory |y20th century. 650 0 Social values |zEurope |xHistory |y20th century. 650 0 Social values |zUnited States |xHistory |y20th century. 651 0 United States |xCivilization |y20th century. 655 7 Electronic books. |2local 655 4 Electronic books. 776 1 |cOriginal |w(DLC) 2004059943 |w(OCoLC)56753174 856 42 |3Google |uhttp://books.google.com/books?id=nOmRAAAAIAAJ 856 40 |zElectronic address (http://www.netlibrary.com/urlapi.asp?action=summary&v=1&bookid=282440) not available when searched on Aug. 6, 2018. 856 |zElectronic address (http://site.ebrary.com/id/10314262) not available when searched on Aug. 6, 2018. 852 0 |bstacks |hHF5415.33.E85 |iD4 2005