Marketing Modernity: Italian Advertising from Fascism to Postmodernity by Adam Arvidsson Details
In marketing modernity, Adam Arvidson traces the evolution of postmodern consumer culture in Italy from the 1920s to the present. In this regard, Arvidson argues that the culture of consumption…
In marketing modernity, Adam Arvidson traces the evolution of postmodern consumer culture in Italy from the 1920s to the present. In this regard, Arvidson argues that the culture of consumption we see in Italy today has its direct roots in the social vision that the advertising industry has shown in the years following the First World War.
He then explains how this vision can be further discussed through the interaction of the Declaration with the subsequent great speeches in Italy in the twentieth century: fascism, post-war mass political parties and counter-culture in the 1960s and 1970s. Based on a wide range of basic sources, this remarkable book takes an innovative historical approach to the study of consumption..
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