Marketing the Third Reich Persuasion, Packaging and Propaganda Routledge Studies in Fascism and the Far Right Series
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In this fascinating volume, Nicholas O?Shaughnessy elucidates the phenomenon of the Nazi propaganda machine via the perspective of consumer marketing, conceptualising the Reich as a product campaign. Building on his acclaimed Selling Hitler (2016), he uses marketing scholarship to show how propaganda and political marketing existed not merely as an instrument of government in Nazi Germany, but as the very medium of government itself.
Marketing the Third Reich explores the insidious connection between a mass culture and a political movement, and how the cultures of consumption and politics influence and infect each other ? consumerised politics and politicised consumption. Ultimately its concern is with the ?engineering of consent? ? the troubling matter of how public opinion can be manufactured, and governments elected, via sophisticated methodologies of persuasion developed in the consumer economy. Nazism functioned as a brand, packaging almost everything with persuasive purpose.
Revealing obvious parallels between Adolf Hitler?s use of the living theatre of politics, and our present public?political dramaturgy, between Nazi lies and our post-truth, the book raises the chilling question: was Hitler ahead of his time? This radical, original, in-depth study will be an invaluable resource for all scholars of marketing history, political marketing, propaganda and history.
Table of Contents
Introduction. Part I Advocacy: The Nazi Brand and its Protagonists 1. Was there a Nazi brand? 2. The marketing managers of the Third Reich: A chaos theory of government Part II Operational: Implementing the Nazi Brand 3.Promotion: political marketing communication- The Ministry of Illusion 4. Product: Adolf Hitler, The Ersatz Kaiser 5. Packaging: The politics of consumption and the consumption of politics 6. Place: Political marketing channels, the entrepreneurship of the public space Part III Legacy:The Implications of the Nazi Brand 7. Hitler our contemporary: Brand heritage, the Reich as power brand 8. Was Adolf Hitler ahead of his time? A review of comparative self-presentation Epilogue: The Führer and the Donald: the ghost of a resemblance?
Nicholas O’Shaughnessy is Professor of Communication at Queen Mary University of London, UK and latterly director of their Marketing and Communications Group; Visiting Professor in the Department of War Studies at King’s College London, and a Quondam Fellow of Hughes Hall Cambridge. He has written and edited numerous books on commercial and political persuasion, including Politics and Propaganda; Weapons of Mass Seduction and most recently Selling Hitler: Propaganda and the Nazi Brand.
Date de parution : 09-2017
15.6x23.4 cm
Date de parution : 09-2017
15.6x23.4 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 166,30 €
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Mots-clés :
Inglourious Basterds; Illustrierter Beobachter; political marketing; Berliner Illustrirte Zeitung; propaganda; Johann Plenge; Third Reich; Hitler; marketing history; Adolf Hitler; Marketing; Great German Art Exhibition; History; Barbie Type Dolls; Trump; Stuka Dive Bomber; Nazi Brand; Post truth; South China Sea Conflict; Nicholas O'Shaughnessy; Young Man; Reserve Police Battalion; National Socialist German Workers; Grand Theft Auto; Tv Treatment; Nostalgia Fetishists; Chronic Joint Disease; Columbine High School Massacre; Moderate Republican Vote; Deutsche Wochenschau; State Secretary; Tv Footage; Regressive Ideas