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Sold AmericanConsumption and Citizenship, 1890-1945$
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Charles F. McGovern

Print publication date: 2006

Print ISBN-13: 9780807830338

Published to North Carolina Scholarship Online: September 2014

DOI: 10.5149/9780807876640_mcgovern

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Fighting for the American Way

Fighting for the American Way

Consumption and Americanism, 1935–1945

Chapter:
(p.301) Chapter 9 Fighting for the American Way
Source:
Sold American
Author(s):

Charles F. McGovern

Publisher:
University of North Carolina Press
DOI:10.5149/9780807876640_mcgovern.13

This chapter explores the battles over the American Way of Life among business, government, and consumerists. It traces the partial resolution of different visions in the merging of Americanism and consumption before and during World War II. It begins with the labor unrest in Consumers' Research, followed by the creation of the business consumer movement. The chapter also describes the struggle of advertisers, consumer advocates, and government officials to win allegiance for their competing visions of consumer citizenship.

Keywords:   consumerists, Americanism, consumption, World War II, Consumers' Research, business consumer movement, advertisers, consumer advocates, consumer citizenship

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