Consuming Modernity: Gendered Behaviour and Consumerism Before the Baby Boom (Paperback) (ISBN-13: 9780774824699)

Positioning consumer culture in Canada within a wider international context, Consuming Modernity explores the roots of modern Western mass culture between 1919 and 1945, when the female worker, student, and homemaker relied on new products to raise their standards of living and separate themselves from oppressive traditional attitudes. Mass-produced consumer products promised to free up women to pursue other interests shaped by marketing campaigns, advertisements, films, and radio shows. Concerns over fashion, personal hygiene, body image, and health reflected these new expectations. This volume is a fascinating look at how the forces of consumerism defined and redefined a generation.

Author: Cheryl Krasnick Warsh
ISBN-10: 0774824697
ISBN-13: 9780774824699
Publisher: University of British Columbia Press
Language: English
Published: 01/01/2014
Pages: 304
Format: Paperback
Weight: 1.00lbs
Size: 8.80h x 5.90w x 0.80d