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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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The Nationalization of Consumers

The Nationalization of Consumers

The Political Language of American Advertising, 1890–1930

Chapter:
(p.62) Chapter 2 The Nationalization of Consumers
Source:
Sold American
Author(s):

Charles F. McGovern

Publisher:
University of North Carolina Press
DOI:10.5149/9780807876640_mcgovern.6

This chapter examines the political language of national advertising. It argues that advertisers drew on political metaphors and language to designate consumers, products, and consumption as important elements of American life. The chapter discusses how advertisers portrayed consumption as a political exercise and how advertisements reinforced the electoral metaphor to assert that spending is the proper activity of citizenship.

Keywords:   advertising, political metaphors, consumers, products, consumption, advertisers, advertisements, spending, citizenship

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