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| Author: | Strasser, S. |
| Title: | The alien past: Consumer culture in historical perspective |
| Journal: | Journal of Consumer Policy
2003 : DEC, VOL. 26:4, p. 375-393 |
| Index terms: | Consumers Culture History |
| Language: | eng |
| Abstract: | In everyday life, the profound transformations that have accompanied the advent of a global consumer culture have rendered the past as alien: our own ancestors occupied a realm as foreign as those we encounter when we travel. As virtually everything has become a commodity, modern values labor-saving, convenience, cleanliness, fashion, and newness itself have become primary considerations for purchasing. Those values were transmitted in the initial advertising for mass-produced consumer goods. Historicizing these issues fosters the development of a critical perspective. |
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