In Marketing Modernity, Adam Arvidsson traces the development of
Italy's postmodern consumer culture from the 1920s to the present
day. In so doing, Arvidsson argues that the culture of consumption
we see in Italy today has its direct roots in the social vision
articulated by the advertising industry in the years following the
First World War. He then goes on to discuss how that vision was
further elaborated by advertising's interaction with subsequent big
discourses in Twentieth Century Italy: fascism, post-war mass
political parties and the counter-culture of the 1960s and 1970s.
Based on a wide range of primary sources, this fascinating book
takes an innovative historical approach to the study of
consumption.
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