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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 American Way of Life

The American Way of Life

Folklores of Capitalism, 1935–1939

(p.261) Chapter 8 The American Way of Life
Sold American

Charles F. McGovern

University of North Carolina Press

This chapter demonstrates the corporate counteroffensive against the New Deal, labor, and consumer activism. Leaders of corporate enterprise employed new strategies to blunt growing sentiments for consumer protection and government regulation of private enterprise. They also continued their anti-consumer movement campaigns by contesting new legislation and regulatory reforms in the mid-1930s. Linking consumption and Americanism through corporations, advertisers drew on their own traditions of political language and national imagery. Advertisers and public relations experts designed a series of nationalist visions of “the American Way of Life”, placing consumption and private enterprise squarely at the heart of citizenship and social identity.

Keywords:   New Deal, labor, consumer activism, private enterprise, consumption, Americanism, advertisers, American Way of Life

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