At the turn of the twentieth century, an emerging consumer culture in the United States promoted constant spending to meet material needs and develop social identity and self-cultivation. In Sold American, Charles F. McGovern examines the key players active in shaping this cultural evolution: advertisers and consumer advocates. McGovern argues that even though these two professional groups invented radically different models for proper spending, both groups propagated mass consumption as a specifically American social practice and an important element of nationality and citizenship. Advertisers, McGovern shows, used nationalist ideals, icons, and political language to define consumption as the foundation of the pursuit of happiness. Consumer advocates, on the other hand, viewed the market with a republican-inspired skepticism and fought commercial incursions on consumer independence. The result, says McGovern, was a redefinition of the citizen as consumer. The articulation of an "American Way of Life" in the Depression and World War II ratified consumer abundance as the basis of a distinct American culture and history.

Life, who shaped not only an industry but also a century

The New Deal and American Society, 1933–1941 explores what some have labeled the third American revolution, in one concise and accessible volume. This book examines the emergence of modern America, beginning with the 100 Days legislation in 1933 through to the second New Deal era that began in 1935. This revolutionary period introduced sweeping social and economic legislation designed to provide the American people with a sense of hope while at the same time creating regulations designed to safeguard against future depressions. It was not without critics or failures, but even these proved significant in the ongoing discussions concerning the idea of federal power, social inclusion, and civil rights. Uncertainties concerning aggressive, nationalistic states like Italy, Germany, and Japan shifted the focus of FDR's administration, but the events of World War II solidified the ideas and policies begun during the 1930s, especially as they related to the welfare state. The legacy of the New Deal would resonate well into the current century through programs like Social Security, unemployment compensation, workers' rights, and the belief that the federal government is responsible for the economic well-being of its citizenry. The volume includes many primary documents to help situate students and bring this era to life. The text will be of interest to students of American history, economic and social history, and, more broadly, courses that engage social change and economic upheaval.

Tells the story of how America’s biggest companies began, operated, and prospered post-World War I This book takes the vantage point of people working within companies as they responded to constant change created by consumers and technology. It focuses on the entrepreneur, the firm, and the industry, by showing—from the inside—how businesses operated after 1920, while offering a good deal of Modern American social and cultural history. The case studies and contextual chapters provide an in-depth understanding of the evolution of American management over nearly 100 years. American Business Since 1920: How It Worked presents historical struggles with decision making and the trend towards relative decentralization through stories of extraordinarily capable entrepreneurs and the organizations they led. It covers: Henry Ford and his competitor Alfred Sloan at General Motors during the 1920s; Neil McElroy at Procter & Gamble in the 1930s; Ferdinand Eberstadt at the government’s Controlled Materials Plan during World War II; David Sarnoff at RCA in the 1950s and 1960s; and Ray Kroc and his McDonald’s franchises in the late twentieth century and early twenty-first; and more. It also delves into such modern success stories as Amazon.com, eBay, and Google. Provides deep analysis of some of the most successful companies of the 20th century Contains topical chapters covering titans of the 2000s Part of Wiley-Blackwell’s highly praised American History Series American Business Since 1920: How It Worked is designed for use in both basic and advanced courses in American history, at the undergraduate and graduate levels.

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