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Stages of Consumerism: Mass Advertising and Children’s Literature in Early Twentieth-Century Sweden
Stockholm University, Faculty of Humanities, Department of Culture and Aesthetics.
2018 (English)In: The Power of the In-Between: Intermediality as a Tool for Aesthetic Analysis and Critical Reflection / [ed] Sonya Petersson, Christer Johansson, Magdalena Holdar, Sara Callahan, Stockholm: Stockholm University Press, 2018, p. 239-260Chapter in book (Refereed)
Abstract [en]

This chapter discusses the motif of the sentient product in advertising during the 1930s and 1940s. The studied corpus consists of advertising that specifically targets children and adolescents but also short advertising films aimed at a wider audience. As a theoretical standpoint for my discussion, I apply Jean Baudrillard?s theories about advertising and mass media and Nathalie op de Beeck?s studies on the modern picture book of the interwar era and its connections to both the avant-garde and mass culture. The chapter proposes that children are to an increasing degree viewed as future members of the society but also as future consumers. The new ideas and marketing strategies expressed in the material also coincide with fundamental social changes in Swedish society resulting from modernity and new technologies. Consumption in general is described as an essential part of the modern, urban experience and the aesthetics used to describe this experience fluctuate between popular culture and experimental arts.

Place, publisher, year, edition, pages
Stockholm: Stockholm University Press, 2018. p. 239-260
Series
Stockholm Studies in Culture and Aesthetics, ISSN 2002-3227 ; 4
Keywords [en]
Media theory, Media aesthetics, Media history, Intermediality
National Category
Languages and Literature
Identifiers
URN: urn:nbn:se:su:diva-163358DOI: 10.16993/baq.jISBN: 978-91-7635-067-6 (print)ISBN: 978-91-7635-065-2 (electronic)OAI: oai:DiVA.org:su-163358DiVA, id: diva2:1273959
Available from: 2018-12-26 Created: 2018-12-26 Last updated: 2018-12-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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