Hard sell

Advertising, affluence and transatlantic relations, c. 195169

By (author) Sean Nixon

Paperback - £19.99

Publication date:

30 May 2013

Length of book:

240 pages

Publisher

Manchester University Press

Dimensions:

234x156mm

ISBN-13: 9780719085376

'This is an impressive piece of sustained research that brings much to the field. It offers real depth in rethinking the post-war boom and there can be little doubt that this will have a real impact across modern British history, consumer history and cultural studies.'
Jeremy Black, Professor of History, University of Exeter

Focusing on advertising’s relationship to the mass market housewife, Hard sell shows how advertising promoted new standards of material comfort in the selling of a range of everyday consumer goods and, in the process, generalised a cross-class image of the ‘modern housewife’ across the new medium of television. Nixon shows how the practices through which advertising understood and represented the ‘modern housewife’ and domestic consumption were influenced by American advertising and commercial culture. In doing so, he challenges the way critics and historians have often understood Anglo-American relations, and shows how American influences across a range of areas of advertising practice were not only a source of inspiration, but were also adapted and reworked to speak more effectively to the British consumer.

Hard sell offers a major new analysis of the techniques of advertising in the decades of post-war affluence and advertising’s relationship to the social changes associated with growing prosperity.

This is an impressive piece of sustained research that brings much to the field. It offers real depth in rethinking the post-war boom and there can be little doubt that this will have a real impact across modern British history, consumer history and cultural studies.

‘Nixon’s Hard Sell is a valuable addition to the field of advertising history that brings a much-needed transatlantic analysis to the fore.’
Stephanie American, H-Diplo, October 2016