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From Submarines to Suburbs: Selling a Better America, 1939-1959 »

Book cover image of From Submarines to Suburbs: Selling a Better America, 1939-1959 by Cynthia Lee Henthorn

Authors: Cynthia Lee Henthorn
ISBN-13: 9780821416778, ISBN-10: 0821416774
Format: Hardcover
Publisher: Ohio University Press
Date Published: July 2006
Edition: (Non-applicable)

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Author Biography: Cynthia Lee Henthorn

Cynthia Lee Henthorn has taught design history, with an emphasis on advertising and marketing trends, at art and design colleges in New York City. In her current role as a developmental editor of online courseware, she creates interactive, Web-based textbooks and assessment tools for the higher education market.

Book Synopsis

Using documentary evidence in the form of numerous advertisements of the time, From Submarines to Suburbs is a fascinating analysis of the way corporations made the successful switch from supporting the war effort to building on the peacetime prosperity by re-tooling the patriotic fervor of the home front.

Table of Contents

Introduction : legacy of the postwar commercial fallout1
Pt. 1Mobilization : the arsenal of domesticity19
1Weapons of mass disorder : impediments to mobilization23
2Weapons of mass persuasion : mobilization through symbol management32
3Positioning machine age heroes and wartime types50
Pt. 2Postwar planning : profits from symbolism77
4Glimpses into a "better America"81
5Home front war : the campaign to save the American way114
6Hygienic solutions for the "house of tomorrow"142
Pt. 3Postwar progress : myth or reality?173
7Wartime skeptics and the "world of tomorrow"179
8What did happen to the dreamworld? : realities of the postwar commercial fallout194
9The Cold War's commercial fallout218
Afterword : the "better America" today241

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