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![Engineered to Sell: European Émigrés and the Making of Consumer Capitalism](http://img.images-bn.com/static/redesign/srcs/images/grey-box.png?v11.9.4)
Engineered to Sell: European Émigrés and the Making of Consumer Capitalism
352
by Jan L. Logemann
Jan L. Logemann
![Engineered to Sell: European Émigrés and the Making of Consumer Capitalism](http://img.images-bn.com/static/redesign/srcs/images/grey-box.png?v11.9.4)
Engineered to Sell: European Émigrés and the Making of Consumer Capitalism
352
by Jan L. Logemann
Jan L. Logemann
Hardcover(First Edition)
$113.00
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Overview
The mid-twentieth-century marketing world influenced nearly every aspect of American culturemusic, literature, politics, economics, consumerism, race relations, gender, and more. In Engineered to Sell, Jan L. Logemann traces the transnational careers of consumer engineers in advertising, market research, and commercial design who transformed capitalism from the 1930s through the 1960s. He argues that the history of marketing consumer goods is not a story of American exceptionalism. Instead, the careers of immigrants point to the limits of the “Americanization” paradigm. Logemann explains the rise of a dynamic world of goods and examines how and why consumer engineering was shaped by transatlantic exchanges. From Austrian psychologists and little-known social scientists to the illustrious Bauhaus artists, the emigrés at the center of this story illustrate the vibrant cultural and commercial connections between metropolitan centers: Vienna and New York; Paris and Chicago; Berlin and San Francisco. By focusing on the transnational lives of emigré consumer researchers, marketers, and designers, Engineered to Sell details the processes of cultural translation and adaptation that mark both the midcentury transformation of American marketing and the subsequent European shift to “American” consumer capitalism.
Product Details
ISBN-13: | 9780226660011 |
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Publisher: | University of Chicago Press |
Publication date: | 11/20/2019 |
Edition description: | First Edition |
Pages: | 352 |
Product dimensions: | 6.00(w) x 9.00(h) x 1.00(d) |
About the Author
Jan Logemann is assistant professor at the Institute for Economic and Social History at the University of Göttingen. He is the editor of The Development of Consumer Credit in Global Perspective, and the author of Trams or Tailfins: Public and Private Prosperity in Postwar West Germany and the United States, also published by the University of Chicago Press.
Table of Contents
Introduction: Consumer Engineers and the Transnational Origins of Consumer CapitalismConsumer Engineers as New Marketing Experts Transatlantic Transfers and Transnational Dimensions of Consumer Capitalism Midcentury Marketing as Social Engineering 1 The Origins of “Consumer Engineering”: Interwar Consumer Capitalism in Transatlantic Perspective
The Emergence of Mass Marketing in the United States American Perceptions of European Consumer Modernity The Reciprocity of Transatlantic Consumer Transfers Social Engineering between European Reform Movements and 1930s America
Section One Transformations in Marketing and Consumer Research
The Rise of Consumer Engineering: American Marketing at Midcentury (1930s-1960s) 2 The Art of Asking Why: The “Vienna School” of Market Research and Transfers in Consumer Psychology
Toward a Professionalization of Marketing Research in the United States Interwar Vienna and the Study of Modern Consumer Markets Paul Lazarsfeld’s Transatlantic Career in Market Research The BASR and the “Vienna School” in Postwar American Marketing Research Social Scientists as Consumer Engineers 3 From Mass Persuasion to Engineered Consent: The Impact of “European” Psychology on the Cognitive Turn in Marketing Thought
New Approaches to Survey Psychology and Consumer Motivations Wartime Research and New Perspectives on Mass Communication Kurt Lewin and the Impact of Experimental Psychology George Katona and the Advent of Behavioral Economics Consumer Psychology and Social Engineering in Wartime and Cold War 4 Hidden Persuaders? Market Researchers as “Knowledge Entrepreneurs” between Business and the Social Sciences
The Expansion of Market Research in American Industry, 1930s-1950s The Drive for “Scientific” Marketing Research: Alfred Politz Research Inc. Ernest Dichter’s Institute for “Motivation Research” Image and Brand: Market Research as Creative Consumer Engineering Consumer Engineering and the Limits of Hidden Persuasion
Section Two Designing for Sustained Demand “Tastemakers” or “Wastemakers”? Commercial Design at Midcentury (1930-1960) 5 The Designer as Marketing Expert: European Immigrants and the Professionalization of Industrial and Graphic Design in the United States
Industrial Designers as Consumer Engineers European Immigrants and American Commercial Design Raymond Loewy, French-Born Star of “American” Industrial Design A “New Type of Artist” in Graphic and Advertising Arts “Good Design” and the Aestheticization of American Consumer Capitalism New Experts for America’s Midcentury World of Goods 6 The Commercialization of Social Engineering? Adapting Radical Design Reform to American Mass Marketing
Ferdinand Kramer: From Standardizing Working Class Homes to Marketing Novelties Radical Modernism and Commercial Applications of Social Engineering The American Bauhaus: Between Experiment in Totality and Design for Industry Moholy-Nagy’s Struggles with Corporate America Business Ties of the Institute of Design The American Legacy of European Design Reform 7 “Streamlining Everything”: Design, Market Research, and the Postwar “American” World of Goods
Consumer Research at Raymond Loewy Associates The Psychology of Packaging in the Supermarket Era: Walter Landor Associates Brand Images and Corporate Identities
Section Three Transatlantic Return Voyages Bridging Transatlantic Divides: Bringing Consumer Modernity “Back” to Europe 8 Corporate America and the International Style: The Transnational Network of Knoll Associates between Europe and the United States
Knoll Associates in the United States The Use of Emigré Networks Marketing Interior Design as Corporate PR Exporting “American” Design as “International” Style 9 The “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing
(R)emigrés as Transatlantic Mediators Consumer Research in Postwar Europe Ernest Dichter as Transatlantic Mediator Commercial Design as a Transatlantic Transfer “Good Design” as Cold War Cultural Policy
Consumer Engineering: Challenges and Legacies
Acknowledgments Abbreviations for Archival Sources Notes Index
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