Selling Modernity

Pamela E. Swett is Associate Professor of History at McMaster University. She is the author of Neighbors and Enemies: The Culture of Radicalism in Berlin, 1929–1933.S. Jonathan Wiesen is Associate Professor of History at Southern Illinois University, Carbondale. He is the author of West German Industry and the Challenge of the Nazi Past, 1945–1955.Jonathan R. Zatlin is Assistant Professor of History at Boston University. He is the author of The Currency of Socialism: Money and Political Culture in East Germany.

• List of Illustrations ixForeword / Victoria de Grazia xiiiAcknowledgments xixIntroduction / Pamela E. Swett, S. Jonathan Wiesen, and Jonathan R. Zatlin 11. Marketing, Modernity, and “the German People’s Soul”: Advertising and Its Enemies in Late Imperial Germany, 1896-1914 / Kevin Repp 272. Visions of Prosperity: The Americanization of Advertising in Interwar Germany / Corey Ross 523. Branding Germany: Hans Domizlaff’s Markentechnik and Its Ideological Impact / Holm Friebe 784. “Planting a Forest Tall and Straight like the German Volk”: Visualizing the Volksgemeinschaft through Advertising in German Forestry Journals, 1933-1945 / Michael Imort 1025. Selling the “Racial Community”: Kraft durch Freude and Consumption in the Third Reich / Shelley Baranowski 1276. “Die erfrischende Pause”: Marketing Coca-Cola in Hitler’s Germany / Jeff Schutts 1517. Lufthansa Welcomes You: Air Transport and Tourism in the Adenauer Era / Guillaume de Syon 1828. “The History of Morals in the Federal Republic”: Advertising, PR, and the Beate Ushe Myth / Elizabeth Heineman 2029. “Wowman! The World’s Most Famous Drug-Dog”: Advertising, the State, and the Paradox of Consumerism in the Federal Republic / Robert P. Stephens 23010. “True Advertising Means Promoting a Good Thing through a Good Form”: Advertising in the German Democratic Republic / Anne Kaminsky 26211. Promoting Socialist Cities and Citizens: East Germany’s National Building Program / Greg Castillo 28712. “Serve Yourself!” The History and Theory of Self-Service in West and East Germany / Rainer Gries 307Bibliography 329Contributors 347Index 351

“Selling Modernity is an excellent collection; every essay is superb. The contributors examine advertising and public relations in contrasting contexts: a monarchy, a liberal democracy, a popular dictatorship, a cold war democracy, a communist dictatorship, and a post–cold war reunited nation: what a historical laboratory!”-Claudia Koonz, author of The Nazi Conscience “A highly readable and wide-ranging compilation of innovative essays on German advertising and the people who produced it under dramatically different political regimes. This major contribution to understanding the culturally specific workings of modern economies will be of interest to specialists, students, and a broader audience.”-Uta G. Poiger, author of Jazz, Rock, and Rebels: Cold War Politics and American Culture in a Divided Germany “Advertising-this imaginative, erratic, and invasive aspect of capitalism-finds in Selling Modernity a creative and resourceful interpreter. The book marks an important shift from recent studies on consumer culture by emphasizing advertising as the link between production and consumption. It excellently shows that the ethical and economic meanings of advertisements were above all a reflection of Germans’ fantasies and dreams between 1871 and 1990.”-Alon Confino, author of Germany as a Culture of Remembrance: Promises and Limits of Writing History