새로운 삶으로의 초대 : 1920년대 미국의 광고

• 영문명: An Invitation to a New Life: Advertising in 1920s’ America
• 발행기관: 한국아메리카학회
• 저자명: 이상돈(Sang-Dawn Lee)
• 간행물 정보: 『미국학논집』제35집 2호, 222~240쪽, 전체 19쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2003.09.01

영문 초록

  In no other decade did the American puritanism yield to materialism more than in the 1920s, when affluence and mass consumption ushered Americans into a new life mode and moral standards, The paper explores what advertising did to the collective consciousness of the 1920s" Americans. To achieve these goals, the paper analyzes some selected advertising copies, which were successful in those years, with the aid of insights of advertising scholars and social critics.
  As shown in Listerine ads, advertising took the role of religion. Just as church scared sinners, so did the ads Americans having halitosis. Some ad copies were on par with minister"s fire and brimstone sermons. In addition to this, advertising helped newly-made-middle-class Americans to get out of their anxieties. Moreover, advertising provided Americans-especially American women-with freedom from tradition.
  Introducing new ways of living to Americans, advertising of the 1920s often affected the structure of their consciousness. Advertising of the years not only created new living standards, but also dug out some part of human desires, which had hardly been expressed because of the puritan tradition.

키워드

1920년대 사회 문화 광고 생활양식 1920s society culture advertising life-style