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Full-Text Articles in Business
The House That Credit Built: How Advertising Shaped A Culture Of Borrowing In The Decade Of Prosperity., Morgan Folden
The House That Credit Built: How Advertising Shaped A Culture Of Borrowing In The Decade Of Prosperity., Morgan Folden
Electronic Theses and Dissertations
This thesis is an examination of the visual rhetoric of the advertisements in 1920s America that encouraged consumers to implement payment plans to purchase commodities. It begins with an analysis of a standard advertisement found in a popular subscription journal and describes the ad’s reliance on an editorial-style layout to appeal to the rationality of the viewer, a theme common among marketing schemes of the surrounding decades. It uses an art historical approach to provide a new lens in studying capitalist economics and the provocative issue of empowerment versus confinement in the general visual representation of American housewives. The latter …