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Historians differ on when the consumer culture came to dominate american culture. some say it was in the twenties, when advertising became a major industry and the middle class bought radios to hear the ads and cars to get to the stores. ... but there is no question that the consumer culture had begun to crowd out all other cultural possibilities by the years following world war ii.
-Barbara Ehrenreich
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Historians Differ On When The Consumer Culture

Barbara Ehrenreich
Historians differ on when the consumer culture came to dominate american culture. some say it was in the twenties, when advertising became a major industry and the middle class bought radios to hear the ads and cars to get to the stores. ... but there is no question that the consumer culture had begun to crowd out all other cultural possibilities by the years following world war ii.
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I'm even stunned at some of the majors you can get in college these days. like you can major in the mating habits of the australian rabbit bat, major in leisure studies... okay, get a journalism major. okay, education major, journalism major. right. philosophy major, right. archeology major. i don't know, whatever it is. major in ballroom dance, of course. it doesn't replace work. how about a major in film studies? how about a major in black studies? how about a major in women studies? how about a major in home ec? oops, sorry! no such thing.
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I see the gap ads as being a great example of how branding has changed. those gap campaigns are pop culture. they've been incredibly powerful. they have had the kind of effect on culture that a hit band has. just look at the gap's khaki swing ads, which were music videos. they had this tremendous impact on the industry - suddenly everything started looking like gap ads and it became difficult to know who was co-opting whom and who was creating culture.
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In harlem, for instance, all of the stores are owned by white people, all of the buildings are owned by white people. the black people are just there - paying rent, buying the groceries; but they don't own the stores, clothing stores, food stores, any kind of stores; don't even own the homes that they live in. they are all owned by outsiders, and for these run-down apartment dwellings, the black man in harlem pays more money than the man down in the rich park avenue section.
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During the second war, the u.s.o. sent special issues of the principal american magazines to the armed forces, with the ads omitted. the men insisted on having the ads back again. naturally. the ads are by far the best part of any magazine or newspaper. more pains and thought, more wit and art go into the making of an ad than into any prose feature of press or magazine. ads are news. what is wrong with them is that they are always good news.
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