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From Submarines to Suburbs: Selling a Better America, 1939-1959.

Cynthia Lee Henthorn

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ISBN 10: 0821416774 / ISBN 13: 9780821416778
Published by Ohio University Press
Used Condition: Used - Like New Hardcover
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About this Item

1st Edition. 2006. Hardcover. Fine. Dj is Like New. Bookseller Inventory # m07042

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Bibliographic Details

Title: From Submarines to Suburbs: Selling a Better...

Publisher: Ohio University Press

Binding: Hardcover

Book Condition:Used - Like New

Dust Jacket Condition: Dust Jacket Included

Edition: 1st Edition

About this title

Synopsis:

During World War II, U.S. businesses devised marketing strategies that encouraged consumers to believe their country’s wartime experience would launch a better America. Advertisements and promotional articles celebrated the immense industrial output that corporations achieved during the war. These commercial messages positioned wartime technologies and corporate expertise as the means to streamline America and invent a socially hygienic future free from poverty, slums, drudgery, filth, and for some businessmen the New Deal administration.

From Submarines to Suburbs surveys the development, strategy, and effect of these campaigns over a span of twenty pivotal years. Cynthia Lee Henthorn takes a close look at how pre-fabricated suburban houses, high-tech kitchens, and miracle products developed from war-related industries were promoted as the hygienic solutions for establishing this better America, one led by the captains of free enterprise.

As Henthorn demonstrates, wartime advertising and marketing strategies tying consumer prosperity to war were easily adapted in the Cold War era, when a symbiotic relationship between military standing and standards of living intensified in a culture dependent on defense spending. Were the efforts to engineer a better America successful? Using documentary evidence in the form of numerous advertisements, From Submarines to Suburbs stands as a significant contribution to understanding how today’s better” America evolved.

About the Author:

Cynthia Lee Henthorn has taught design history, with an emphasis on advertising and marketing trends, at art and design colleges in New York City. In her current role as a developmental editor of online courseware, she creates interactive, Web-based textbooks and assessment tools for the higher education market.

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