When the Nazis came to power in 1933, they promised to build a vibrant consumer society. But they faced a dilemma. They recognized that consolidating support for the regime required providing Germans with the products they desired. At the same time, the Nazis worried about the degrading cultural effects of mass consumption and its association with 'Jewish' interests. This book examines how both the state and private companies sought to overcome this predicament. Drawing on a wide range of sources - advertisements, exhibition programs, films, consumer research and marketing publications - the book traces the ways National Socialists attempted to create their own distinctive world of buying and selling. At the same time, it shows how corporate leaders and everyday Germans navigated what S. Jonathan Wiesen calls 'the Nazi marketplace'. A groundbreaking work that combines cultural, intellectual and business history, Creating the Nazi Marketplace offers an innovative interpretation of commerce and ideology in the Third Reich.

When the Nazis came to power in 1933, they promised to build a vibrant consumer society. But they faced a dilemma. They recognized that consolidating support for the regime required providing Germans with the products they desired. At the same time, the Nazis worried about the degrading cultural effects of mass consumption and its association with 'Jewish' interests. This book examines how both the state and private companies sought to overcome this predicament. Drawing on a wide range of sources - advertisements, exhibition programs, films, consumer research and marketing publications - the book traces the ways National Socialists attempted to create their own distinctive world of buying and selling. At the same time, it shows how corporate leaders and everyday Germans navigated what S. Jonathan Wiesen calls 'the Nazi marketplace'. A groundbreaking work that combines cultural, intellectual and business history, Creating the Nazi Marketplace offers an innovative interpretation of commerce and ideology in the Third Reich.

In the aftermath of World War II and the Holocaust, West German industrialists faced a major crisis in their public image. With mounting revelations about the use of forced and slave labor, the "Aryanization" of Jewish property, and corporate profiteering under National Socialism, industrialists emerged from the war with their national and international reputations in tatters.

In this groundbreaking study, Jonathan Wiesen explores how West German business leaders remade and marketed their public image between 1945 and 1955. He challenges assumptions that West Germans--and industrialists in particular--were silent about the recent past during the years of denazification and reconstruction. Drawing on sources that include private correspondence, popular literature, and a wealth of unpublished materials from corporate archives, Wiesen reveals how German business leaders attempted to absolve themselves of responsibility for Nazi crimes while recasting themselves as socially and culturally engaged public figures. Through case studies of individual firms such as Siemens and Krupp, Wiesen depicts corporate publicity as a telling example of postwar selective memory.

In his introduction and conclusion, Wiesen considers the recent establishment of a multibillion dollar fund to provide financial compensation to the victims of industrial exploitation during World War II. This acknowledgment by German industry of its ongoing responsibility for its past crimes underscores the contemporary relevance of Wiesen's study.

The sheer intensity and violence of Germany's twentieth century--through the end of an empire, two world wars, two democracies, and two dictatorships--provide a unique opportunity to assess the power and endurance of commercial imagery in the most extreme circumstances. "Selling Modernity" places advertising and advertisements in this tumultuous historical setting, exploring such themes as the relationship between advertising and propaganda in Nazi Germany, the influence of the United States on German advertising, the use of advertising to promote mass consumption in West Germany, and the ideological uses and eventual prohibition of advertising in East Germany.

While the essays are informed by the burgeoning literature on consumer society, "Selling Modernity" focuses on the actors who had the greatest stake in successful merchandising: company managers, advertising executives, copywriters, graphic artists, market researchers, and salespeople, all of whom helped shape the depiction of a company's products, reputation, and visions of modern life. The contributors consider topics ranging from critiques of capitalism triggered by the growth of advertising in the 1890s to the racial politics of Coca-Cola's marketing strategies during the Nazi era, and from the post-1945 career of an erotica entrepreneur to a federal anti-drug campaign in West Germany. Whether analyzing the growing fascination with racialized discourse reflected in early-twentieth-century professional advertising journals or the postwar efforts of Lufthansa to lure holiday and business travelers back to a country associated with mass murder, the contributors reveal advertising's central role in debates about German culture, business, politics, and society.

"Contributors." Shelley Baranowski, Greg Castillo, Victoria de Grazia, Guillaume de Syon, Holm Friebe, Rainer Gries, Elizabeth Heineman, Michael Imort, Anne Kaminsky, Kevin Repp, Corey Ross, Jeff Schutts, Robert P. Stephens, Pamela E. Swett, S. Jonathan Wiesen, Jonathan R. Zatlin