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Marketing the Blue and Gray - Newspaper Advertising and the American Civil War (Hardcover)
Loot Price: R1,187
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Marketing the Blue and Gray - Newspaper Advertising and the American Civil War (Hardcover)
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Lawrence A. Kreiser, Jr.'s Marketing the Blue and Gray analyzes
newspaper advertising during the American Civil War. Newspapers
circulated widely between 1861 and 1865, and merchants took full
advantage of this readership. They marketed everything from war
bonds to biographies of military and political leaders; from patent
medicines that promised to cure almost any battlefield wound to
""secession cloaks"" and ""Fort Sumter"" cockades. Union and
Confederate advertisers pitched shopping as its own form of
patriotism, one of the more enduring legacies of the nation's
largest and bloodiest war. However, unlike important-sounding
headlines and editorials, advertisements have received only passing
notice from historians. As the first full-length analysis of Union
and Confederate newspaper advertising, Kreiser's study sheds light
on this often overlooked aspect of Civil War media. Kreiser argues
that the marketing strategies of the time show how
commercialization and patriotism became increasingly intertwined as
Union and Confederate war aims evolved. Yankees and Rebels believed
that buying decisions were an important expression of their civic
pride, from ""Union forever"" groceries to ""States Rights"" sewing
machines. He suggests that the notices helped to expand American
democracy by allowing their diverse readership to participate in
almost every aspect of the Civil War. As potential customers, free
blacks and white women perused announcements for war-themed
biographies, images, and other material wares that helped to define
the meaning of the fighting. Advertisements also helped readers to
become more savvy consumers and, ultimately, citizens, by offering
them choices. White men and, in the Union after 1863, black men
might volunteer for military service after reading a recruitment
notice; or they might instead respond to the kind of notice for
""draft insurance"" that flooded newspapers after the Union and
Confederate governments resorted to conscription to help fill the
ranks. Marketing the Blue and Gray demonstrates how, through their
sometimes-messy choices, advertising pages offered readers the
opportunity to participate- or not- in the war effort.
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