The Rise of Mass Advertising

Law, Enchantment, and the Cultural Boundaries of British Modernity
Oxford University Press
  • erschienen am 25. August 2022
  • |
  • 352 Seiten
E-Book | ePUB mit Adobe-DRM | Systemvoraussetzungen
978-0-19-267477-7 (ISBN)
The Rise of Mass Advertising is a first cultural legal history of advertising in Britain, tracing the rise of mass advertising c.1840-1914 and its legal shaping. The emergence of this new system disrupted the perceived foundations of modernity. The idea that culture was organized by identifiable fields of knowledge, experience, and authority came under strain as advertisers claimed to share values with the era's most prominent fields, including news, art,science, and religiously inflected morality. While cultural boundaries grew blurry, the assumption that the world was becoming progressively disenchanted was undermined, as enchanted experiences multiplied with the transformation of everyday environments by advertising. Magical thinking, a dwelling inmysteries, searches for transfiguration, affective connection between humans and things, and powerful fantasy disrupted assumptions that the capitalist economy was a victory of reason.The Rise of Mass Advertising examines how contemporaries came to terms with the disruptive impact by mobilizing legal processes, powers, and concepts. Law was implicated in performing boundary work that preserved the modern sense of field distinctions. Advertising's cultural meanings and its organization were shaped dialectically vis-à-vis other fields in a process that mainstreamed and legitimized it with legal means, but also construed it as an inferior simulation of the valuesof a progressive modernity, exhibiting epistemological shortfalls and aesthetic compromises that marked it apart from adjacent fields. The dual treatment meanwhile disavowed the central role of enchantment, in what amounted to a normative enterprise of disenchantment. One of the ironies of this enterprise wasthat it ultimately drove professional advertisers to embrace enchantment as their peculiar expertise.The analysis draws on an extensive archive that bridges disciplinary divides. It offers a novel methodological approach to the study of advertising, which brings together the history of capitalism, the history of knowledge, and the history of modern disenchantment, and yields a new account of advertising's significance for modernity.
  • Englisch
  • Oxford
  • |
  • Großbritannien
more than 100 black and white and colour images
978-0-19-267477-7 (9780192674777)
weitere Ausgaben werden ermittelt
ANAT ROSENBERG studies the history of capitalism, consumption, and liberalism, through methodologies of law, culture, and the humanities. She is a faculty member at the Harry Radzyner Law School, Reichman University, Israel. While working on this book she was a visitor at the Faculty of History, the University of Cambridge (2017-20) and the Institute of Advanced Legal Studies, the University of London (2017-19).
  • Cover
  • The Rise of Mass Advertising: Law, Enchantment, and the Cultural Boundaries of British Modernity
  • Copyright
  • Dedication
  • Acknowledgements
  • Contents
  • List of Illustrations and Credits
  • Figures
  • Graphs
  • Introduction
  • Advertising's Modernity
  • Advertising and Disenchantment
  • Weber, Enchantment, and Advertising Scholarship
  • Enchantment and British Advertising c.1840-1914
  • Advertising and Cultural Boundaries
  • Boundary Anxieties c.1840-1914
  • Advertising, Law, and Boundary Work
  • Enchantment Disavowal as a Normative Enterprise
  • Law and Disavowal
  • Enchantment as Professional Brand
  • Law, Method, and Sources
  • Place and Time
  • 1. Mass Advertising's Appeals: Market Enchantments
  • Strange New World
  • Economic Magic
  • Fascinated Travels
  • Reasoned Enchantments
  • Conclusion
  • 2. Advertising and News: The Fetters of the Commercial Press
  • Advertising Unleashed
  • The Taxes on Knowledge
  • The Communication of Wants
  • Advertisements versus News
  • Fetters of the Free Press
  • Two Views of Advertising
  • In Search of the Profit Motive
  • In Search of a Professional Ideal
  • Conclusion
  • 3. Advertising and Art: The Hoarding as Aesthetic Property
  • Outdoor Advertising and the Legal Transformation of Space
  • Billposting versus Flyposting
  • Aesthetic Criticism
  • Private Law and Advertising Aesthetics
  • Rent: Display Aesthetics
  • Contract and Copyright: Poster Aesthetics
  • Public Law and Advertising Aesthetics
  • Aesthetic Hierarchy
  • Nature and Culture: Beauty and Amenity
  • Urbanity: A Loss of Conceptual Language
  • The Hoarding's Competitors
  • Conclusion
  • 4. Advertising and Science: The Exaggerations of Quackery
  • Medicine and Quackery, Jekyll and Hyde
  • Defining Quackery: Libel
  • From Character Type to Action Type
  • Hunter v Sharpe, 1866
  • The Precedent of Dakhyl v Labouchere
  • The Implications of Precedent
  • The Sick Man: Testimonials
  • Testimonials and Knowledge of the Body
  • Patients in Libel Proceedings
  • Patients in Fraud Proceedings
  • Conclusion
  • 5. Puffery: Exaggeration as Doctrine
  • Puffery
  • Quackery and the Doctrine of Puffery
  • The Logic of Ridicule
  • Conclusion
  • 6. Gambling, Indecency, and the Bounded Realms of Enchantment
  • Gambling and Advertising
  • Chance v Skill
  • Prize and Money
  • Indecency and Advertising
  • Indecency as Coded Convention
  • Indecency as Historical Reader Response
  • Enchantment as Expertise
  • Conclusion
  • 7. The Market Enchanters: Professional Advertisers' Self-Branding
  • Effects
  • From the Sales Paradigm to Psychological Effects
  • Resistant Minds
  • Resistance Theorized and Overcome
  • Social Domain
  • Magic?
  • Science, Art, and Magic on Top
  • Insecurity
  • Contained Enchantment
  • Conclusion
  • Conclusion
  • Bibliography
  • 1. Primary Sources
  • 2. Secondary Sources
  • Index

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