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Books > Professional & Technical > Technology: general issues > Technical design
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Engineered to Sell - European migr s and the Making of Consumer Capitalism (Paperback)
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Engineered to Sell - European migr s and the Making of Consumer Capitalism (Paperback)
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Forever immortalized in the television series Mad Men, the
mid-twentieth century marketing world influenced nearly every
aspect of American culture--music, literature, politics, economics,
consumerism, race relations, gender, and more. In Engineered to
Sell, Jan Logemann traces the transnational careers of consumer
engineers in advertising, market research and commercial design who
transformed capitalism, from the 1930s through the 1960s. He argues
that the history of marketing consumer goods is not a story of
American exceptionalism. Instead, the careers of immigrants point
to the limits of the "Americanization" paradigm. First, Logemann
explains the rise of a dynamic world of goods by emphasizing
changes in marketing approaches increasingly tailored to consumers.
Second, he looks at how and why consumer engineering was shaped by
transatlantic exchanges. From Austrian psychologists and
little-known social scientists to the illustrious Bauhaus artists,
the migr s at the center of this story illustrate the vibrant
cultural and commercial connections between metropolitan centers:
Vienna and New York; Paris and Chicago; Berlin and San Francisco.
These mid-century consumer engineers crossed national and
disciplinary boundaries not only within arts and academia but also
between governments, corporate actors, and social reform movements.
By focusing on the transnational lives of migr consumer
researchers, marketers, and designers, Engineered to Sell details
the processes of cultural translation and adaptation that mark both
the mid-century transformation of American marketing and the
subsequent European shift to "American" consumer capitalism.
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