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HIS102Y1 (449)


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P Rutherford

HIS316H1 - Lecture 4 Testimonial - politicians offered testimonials back in the day to offer assurance of products - clergymen as well - they were edited back to the carnivaleque style in general - where did it go? victim of its own excess - food and drug act - encompassed that what a patented medicine claimed, had to be true - the medicine section began to tone itself down - the rise of department stores, and branded goods soon superceeded the carnivaleque - ad agency placed ads, didnt write them until they took over, which prompt decline in carnivalesque - wrigleys gum kept the style for a while - Ballyhoo was a popular magazine of the day (satirized), along with MAD magazine, both did ad satire - brashness of the carnivalesque style - Putney Swope (underground classic movie, dir: Robert Downey Sr, his father) Department store - lecture based on William Loach's "Land of Desire" - they brought lots of ordinary and other people in one place - north american department stores got big in the 70s and 80s - ex: Eaton's, Wanamaker's, Bloomingdale's + Macy's, Marshall Field, Filene's (named after their entrepreuners) - they made many of its founders millionaires - commericial aestetic: to awaken longing, desire and entice - the use of colour, glass and lighting, attach glamour to products - newspaper ads, show windows, electrical signs, fashion shows, special consumer environments - show windows: back to 1889, to make foods enticing or tell a captivating story (Baum was the master of show windows, brought theater) - fashion show: came from Paris - environments: Japanese gardens, Christmas spectacles 1) aquisition and consumption: acheiving happiness 2) the cult of the new: the effort to entice people, reject custom, relish new experiences, aquiring new goods 3) democranization of desire: self-pleasure and self-fulfillment (transformation) 4)
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