Overview

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.

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Provides a welcome addition to the canon of works on mass and consumer culture. . . . A meticulous analysis into the participation of two groups of people that have been instrumental in shaping the relationships between consumers. . . . Promises to provide fertile ground for discussion. <br> -- Winterthur Portfolio

Particularly valuable in that McGovern argues persuasively. <br> -- American Journalism

Particularly valuable in that McGovern argues persuasively. -- American Journalism

Author Information

CHARLES F. McGOVERN is associate professor of American studies and history at the College of William and Mary and a former curator at the National Museum of American History in Washington, D.C. He is coeditor of Getting and Spending: European and American Consumer Societies in the Twentieth Century.

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