Using archival sources, newspapers accounts, and trade publications, Stole demonstrates that the war elevated and magnified the seeming contradictions of advertising and allowed critics of these practices one final opportunity to corral and regulate the institution of advertising. Exploring how New Dealers and consumer advocates such as the Consumers Union battled the advertising industry, Advertising at War traces the debate over two basic policy questions: whether advertising should continue to be a tax-deductible business expense during the war, and whether the government should require effective standards and labeling for consumer products, which would render most advertising irrelevant. Ultimately the postwar climate of political intolerance and reverence for free enterprise quashed critical investigations into the advertising industry. While advertising could be criticized or lampooned, the institution itself became inviolable.

From food products to fashions and cosmetics to children’s toys, a wide range of commodities today are being marketed as “halal” (permitted, lawful) or “Islamic” to Muslim consumers both in the West and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most “halal” commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, “Brand Islam,” as a clever marketing tool.

Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam.

In Consumption Behavior and the Effects of Government Fiscal Policies, Randall Mariger explores how people make decisions about how much to consume and save over their lifetimes. An understanding of these issues illuminates not only individual behavior but important properties of the macro economy as well. The most popular framework for analyzing consumption has been the life-cycle theory. Mariger tests two fundamental, and controversial, assumptions underlying the theory—that there are no planned bequests and that human capital is marketable. To do this, he fits a structural consumption model that incorporates endogenous liquidity constraints (non-marketability of human capital), but no planned bequests, to data on a cross-section of U. S. families. This estimated model, in conjunction with estimates of alternative models, enables him to make inferences about the respective effects of liquidity constraints and social security wealth on consumption. This latter effect yields indirect evidence concerning planned bequests. Mariger also presents direct evidence concerning bequest behavior.

Among his findings are that the model fits the data very well in spite of its tight theoretical structure; that liquidity constraints are prevalent and have important effects on consumption behavior; that planned bequests appear not to be common among families in the lower 99.1% of the wealth distribution; and that families in the upper 0.9% of the wealth distribution appear to plan substantial bequests. Mariger devotes the latter part of his book to studying the implications of his estimated consumption model for the effects of government fiscal policies. More specifically, he simulates the model to infer the effects of government tax/debt policy, as well as those of the social security system, on aggregate savings.

Zygmunt Bauman is one of the most admired social thinkers of our time. Once a Marxist sociologist, he has surrendered the narrowness of both Marxism and sociology, and dares to write in language that ordinary people can understand—about problems they feel ill equipped to solve. This book is no dry treatise but is instead what Bauman calls “a report from a battlefield,” part of the struggle to find new and adequate ways of thinking about the world in which we live. Rather than searching for solutions to what are perhaps the insoluble problems of the modern world, Bauman proposes that we reframe the way we think about these problems. In an era of routine travel, where most people circulate widely, the inherited beliefs that aid our thinking about the world have become an obstacle.

Bauman seeks to liberate us from the thinking that renders us hopeless in the face of our own domineering governments and threats from unknown forces abroad. He shows us we can give up belief in a hierarchical arrangement of states and powers. He challenges members of the “knowledge class” to overcome their estrangement from the rest of society. Gracefully, provocatively, Bauman urges us to think in new ways about a newly flexible, newly challenging modern world. As Bauman notes, quoting Vaclav Havel, “hope is not a prognostication.” It is, rather, alongside courage and will, a mundane, common weapon that is too seldom used.

The most significant conquest of the twentieth century may well have been the triumph of American consumer society over Europe’s bourgeois civilization. It is this little-understood but world-shaking campaign that unfolds in Irresistible Empire, Victoria de Grazia’s brilliant account of how the American standard of living defeated the European way of life and achieved the global cultural hegemony that is both its great strength and its key weakness today.

De Grazia describes how, as America’s market empire advanced with confidence through Europe, spreading consumer-oriented capitalism, all alternative strategies fell before it—first the bourgeois lifestyle, then the Third Reich’s command consumption, and finally the grand experiment of Soviet-style socialist planning. Tracing the peculiar alliance that arrayed New World salesmanship, statecraft, and standardized goods against the Old World’s values of status, craft, and good taste, Victoria de Grazia follows the United States’ market-driven imperialism through a vivid series of cross-Atlantic incursions by the great inventions of American consumer society. We see Rotarians from Duluth in the company of the high bourgeoisie of Dresden; working-class spectators in ramshackle French theaters conversing with Garbo and Bogart; Stetson-hatted entrepreneurs from Kansas in the midst of fussy Milanese shoppers; and, against the backdrop of Rome’s Spanish Steps and Paris’s Opera Comique, Fast Food in a showdown with advocates for Slow Food. Demonstrating the intricacies of America’s advance, de Grazia offers an intimate and historical dimension to debates over America’s exercise of soft power and the process known as Americanization. She raises provocative questions about the quality of the good life, democracy, and peace that issue from the vaunted victory of mass consumer culture.

Many consumers feel powerless in the face of big industry’s interests. And the dominant view of economic regulators (influenced by Mancur Olson’s book The Logic of Collective Action, published in 1965) agrees with them. According to this view, diffuse interests like those of consumers are too difficult to organize and too weak to influence public policy, which is determined by the concentrated interests of industrial-strength players. Gunnar Trumbull makes the case that this view represents a misreading of both the historical record and the core logic of interest representation. Weak interests, he reveals, quite often emerge the victors in policy battles.

Based on a cross-national set of empirical case studies focused on the consumer, retail, credit, pharmaceutical, and agricultural sectors, Strength in Numbers develops an alternative model of interest representation. The central challenge in influencing public policy, Trumbull argues, is not organization but legitimation. How do diffuse consumer groups convince legislators that their aims are more legitimate than industry’s? By forging unlikely alliances among the main actors in the process: activists, industry, and regulators. Trumbull explains how these “legitimacy coalitions” form around narratives that tie their agenda to a broader public interest, such as expanded access to goods or protection against harm. Successful legitimizing tactics explain why industry has been less powerful than is commonly thought in shaping agricultural policy in Europe and pharmaceutical policy in the United States. In both instances, weak interests carried the day.