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Marketing the Third Reich - Persuasion, Packaging and Propaganda (Hardcover)
Loot Price: R4,155
Discovery Miles 41 550
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Marketing the Third Reich - Persuasion, Packaging and Propaganda (Hardcover)
Series: Routledge Studies in Fascism and the Far Right
Expected to ship within 12 - 17 working days
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In this fascinating volume, Nicholas O'Shaughnessy elucidates the
phenomenon of the Nazi propaganda machine via the perspective of
consumer marketing, conceptualising the Reich as a product
campaign. Building on his acclaimed Selling Hitler (2016), he uses
marketing scholarship to show how propaganda and political
marketing existed not merely as an instrument of government in Nazi
Germany, but as the very medium of government itself. Marketing the
Third Reich explores the insidious connection between a mass
culture and a political movement, and how the cultures of
consumption and politics influence and infect each other -
consumerised politics and politicised consumption. Ultimately its
concern is with the 'engineering of consent' - the troubling matter
of how public opinion can be manufactured, and governments elected,
via sophisticated methodologies of persuasion developed in the
consumer economy. Nazism functioned as a brand, packaging almost
everything with persuasive purpose. Revealing obvious parallels
between Adolf Hitler's use of the living theatre of politics, and
our present public-political dramaturgy, between Nazi lies and our
post-truth, the book raises the chilling question: was Hitler ahead
of his time? This radical, original, in-depth study will be an
invaluable resource for all scholars of marketing history,
political marketing, propaganda and history.
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