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The sheer intensity and violence of Germany’s twentieth century—through the end of an empire, two world wars, two democracies, and two dictatorships—provide a unique opportunity to assess the power and endurance of commercial imagery in the most extreme circumstances. Selling Modernity places advertising and advertisements in this tumultuous historical setting, exploring such themes as the relationship between advertising and propaganda in Nazi Germany, the influence of the United States on German advertising, the use of advertising to promote mass consumption in West Germany, and the ideological uses and eventual prohibition of advertising in East Germany.

While the essays are informed by the burgeoning literature on consumer society, Selling Modernity focuses on the actors who had the greatest stake in successful merchandising: company managers, advertising executives, copywriters, graphic artists, market researchers, and salespeople, all of whom helped shape the depiction of a company’s products, reputation, and visions of modern life. The contributors consider topics ranging from critiques of capitalism triggered by the growth of advertising in the 1890s to the racial politics of Coca-Cola’s marketing strategies during the Nazi era, and from the post-1945 career of an erotica entrepreneur to a federal anti-drug campaign in West Germany. Whether analyzing the growing fascination with racialized discourse reflected in early-twentieth-century professional advertising journals or the postwar efforts of Lufthansa to lure holiday and business travelers back to a country associated with mass murder, the contributors reveal advertising’s central role in debates about German culture, business, politics, and society.

Contributors. Shelley Baranowski, Greg Castillo, Victoria de Grazia, Guillaume de Syon, Holm Friebe, Rainer Gries, Elizabeth Heineman, Michael Imort, Anne Kaminsky, Kevin Repp , Corey Ross, Jeff Schutts, Robert P. Stephens, Pamela E. Swett, S. Jonathan Wiesen, Jonathan R. Zatlin

From 1840 to 1900, midwestern Americans experienced firsthand the profound economic, cultural, and structural changes that transformed the nation from a premodern, agrarian state to one that was urban, industrial, and economically interdependent. Midwestern commercial farmers found themselves at the heart of these changes. Their actions and reactions led to the formation of a distinctive and particularly democratic consumer ethos, which is still being played out today.

By focusing on the consumer behavior of midwestern farmers, Sowing the American Dream provides illustrative examples of how Americans came to terms with the economic and ideological changes that swirled around them. From the formation of the Grange to the advent of mail-order catalogs, the buying patterns of rural midwesterners set the stage for the coming century.

Carefully documenting the rise and fall of the powerful purchasing cooperatives, David Blanke explains the shifting trends in collective consumerism, which ultimately resulted in a significant change in the way that midwestern consumers pursued their own regional identity, community, and independence.

A taxi driver's life is dangerous work. Picking up a bad customer can leave the driver in a vulnerable position, and erring even once can prove fatal. To protect themselves, taxi drivers must quickly and accurately assess the trustworthiness of complete strangers. In Streetwise, Diego Gambetta and Heather Hamill take this predicament as a prototypical example of many trust decisions, where people must act on limited information and judge another person's trustworthiness based on signs that may or may not be honest indicators of that person's character or intent. Gambetta and Hamill analyze the behavior of cabbies in two cities where driving a taxi is especially perilous: New York City, where drivers have been the targets of frequent and violent robberies, and Belfast, Northern Ireland, a divided metropolis where drivers have been swept up in the region's sectarian violence. Based on in-depth ethnographic research, Streetwise lets drivers describe in their own words how they seek to determine the threat posed by each potential passenger. The drivers' decisions about whom to trust are treated in conjunction with the "sign-management" strategies of their prospective passengers—both genuine passengers who try to persuade drivers of their trustworthiness and the villains who mimic them. As the theory that guides this research suggests, drivers look for signs that correlate closely with trustworthiness but are difficult for an impostor to mimic. A smile, a business suit, or a skullcap alone do not reassure drivers, as any criminal could easily wear them. Only if attached to other signs—a middle-aged woman, a business address, or a synagogue—are they persuasive. Drivers are adept at deciphering deceitful signals, but trickery is occasionally undetectable, so they must adopt defensive strategies to minimize their exposure to harm. In Belfast, where drivers are locals and often have histories of paramilitary involvement, "macho" posturing often serves to deter would-be criminals, while New York cabbies, mostly immigrants who view themselves as outsiders, try simply to minimize the damage from attacks by appeasing robbers and carrying only small amounts of cash. For most people, erring in a trust decision leads to a broken heart or a few dollars lost. For cab drivers, such an error could mean losing their lives. The way drivers negotiate these high stakes offers us vivid insight into how to determine another person's trustworthiness. Written with clarity and color, Streetwise invites the reader to ride shotgun with cabbies as they grapple with a question of relevance to us all: which signs of trustworthiness can we really trust? A Volume in the Russell Sage Foundation Series on Trust