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1、::'61111-/'J<:S~~Q)'I.-1~~-F~(/J~.):d.~-d~d'>D~t-:J~&;:.=rFROM~vSALVATION4JTO3SELF-REALIZATIONADVERTISINGANDTHETHERAPEUTICROOTSOFTHECONSUMERCULTURE,1880-1930T.J.JACKSONLEARSnoraboutDecember1910,"VirginiaWoolfoncesaid,""humancharacterchanged."Thishyperbolecontainsakerneloftruth.Around
2、theturnofthecenturyafundamentalculturaltransformationoccurredwithintheeducatedstrataofWesterncapitalistnations.IntheUnitedStatesaselsewhere,thebourgeoisethoshadenjoinedperpetualwork,compul?sivesaving,civicresponsibility,andarigidmoralityofself-denial.Bytheearlytwentiethcenturythatoutlo
3、okhadbeguntogivewaytoanewsetofvaluessanctioningperiodicleisure,compulsivespending,apolit?icalpassivity,andanapparentlypermissive(butsubtlycoercive)moral?ityofindividualfulfillment.Theolderculturewassuitedtoaproduction-orientedsocietyofsmallentrepreneurs;thenewercultureepitomizedaconsum
4、ption-orientedsocietydominatedbybureaucraticcorporations.IItiseasytoexaggeratethesuddennessorcompletenessofthistransformation.Earlyonitoccurredprimarilywithintheofficialnormsandexpectationsofthedominantsocialgroups-andeventhereitwashaltingandonlyhalfconscious.Further,aproducerorientati
5、onsur?vivedintheconsumerculture,thoughitwascastinasecularmold.Bythe1920s,amongtheAmericanbourgeoisie,thenewlydominantcon?sumerculturewasamuddleofcalculatedself-controlandspontaneousgratification.FocusingontheUnitedStates,thisessayaimstoexploretheroleofnationaladvertisinginthiscomplexcu
6、lturaltransformation.Sincethesubjectistoolargeforcomprehensivetreatmenthere,whatfollowswillattempttobesuggestiveratherthanexhaustive-toindicateanewapproachtothehistoryofAmericanadvertising,whichhaslongre?mainedabarrenfield.Asidefromin-houseoradministrativehistories,thereislittletochoos
7、efrom.Thefewhistorianswhohaveaddressedthesubjectinrecentyearstendtofallintotwoopposingcamps,bestrepresentedbyDanielBoorstinandStuartEwen.Boorstinthoughtfullysketchessomemoralandemotionaldilemmasinthecultureofcon?sumption,butheignorespowerrelations.Tohimadvertisingisanexpressionofimpe
