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343 Abrams, Bradley, 140n68 abundance, 3, 10, 12, 15–17, 20, 44–48, 55, 89, 101–8, 129–32, 141, 149, 154, 163, 166, 169, 172, 184, 324 “advertising” (term), translations of, 50n3 advertising and advertisements: audience for, 52–53, 87; before World War II, 59–60, 131; in broadcast media, 68–70, 86–87; classified, 87; competition in, 89, 99; contests in, 153, 213; criticism, discouragement , or suppression of, 61–63, 69, 86, 109, 112, 119, 133, 149–224, 256; cultural effects of, 56–58, 142, 151, 154, 156, 169, 183, 315; in Eastern Europe, 140–41; education about, 94, 96–97, 114, 118, 120; efficacy of, 133, 150–53; and efficiency, 142–43, 150; as freedom, 257–58; and gender, 82, 87, 90–91, 227–28, 287n50; and ideology, 55; “image,” 53, 98; as informative, 122, 141–42, 153, 257; as pollution, 151–52; in print media, 67–70, 87, 174, 269; as propaganda, 23–24, 66; psychological effects of, 155–56, 160–61, 169–73, 232; public acceptance of, 287; and reality, 192, 208; regulation of, 197–98; sex in, 96, 153, 258; social benefits of, 141–45, 162, 172–73, 179, 214–20; social costs of, 114, 120–21, 123, 151–61, 170, 183; socialist, 143; Soviet and Eastern European influence on, 52, 80n68, 95; state organs for, 94; and status, 133, 163–67, 212; textbooks on, 80–81, 84n81, 96–97, 100, 114, 129–30, 138–39, 145, 146n83, 312; theory of, 83–84, 100, 112–16, 121, 127, 133, 136–39; transnational nature of, 107, 157, 189–90; types and techniques, Index 52–54, 67–70, 80–85, 89–91, 96, 145, 150, 153, 192; visual images in, 82; Western influence on, 33, 52, 54–55, 68, 80–85, 89, 91–92, 95–101, 107, 126, 301, 307. See also under Yugoslav federation , unifying/destabilizing forces advertising business: agencies and bureaus , 33, 55, 63–67, 71, 79–80, 92–93, 103, 114, 118–20 (see also names of individual agencies); boundaries of, 118–19; capitalism and, 98–100, 105; Communist Party influence on, 77, 197–98, 202–3, 217–19; conferences, 75, 98, 102–3, 126n33, 141, 170, 219; as consumer culture’s creators, 291–92; contraction of, 218–21; cultural effects of, 56–57, 111; and economic development , 129–32; in Eastern Europe, 188; employment in, 94n101, 103; expansion of, 2, 32–33, 38, 49–55, 65–77, 85–88, 101, 111, 152; and gender, 4; history of, 60–61; internal to enterprises, 74, 92–93, 93n97; legitimacy of, 109–10, 113, 123, 132–36, 157, 162–63; professionalization of, 51–52, 54, 74–78, 86, 89, 94, 100, 110, 116–28, 133, 201; and rationalization of economy, 132–36; revenues and expenditures of, 66, 70n40, 71, 76t, 93n97, 105–6, 133n49, 156, 214, 221, 243; rhetoric about, 112–16, 123–24, 129–30, 144–46, 160, 312; and self-management, 51, 67, 77, 111, 124– 28, 131, 152, 156, 218–19; self-regulation , 201–2; servisi (small agencies), 80; social benefits of, 117, 121–23, 129–32, 257; socialism’s compatibility with, 110–47, 153–57, 216–19, 300, 312; as subversive, 58, 202, 215, 243–44, Note: Page numbers followed by f or t indicate figures and tables. 344 冷 Index 180–81; and economic thought, 131–32; self-management as, 245, 247, 249; values of, 57 (see also consumerism: values of) čaršija (traditional merchant elite), 131 celebrities, 173–76, 242, 310 CEMA (Centar za istraživanje marketinga; Center for Marketing Research), 123 Chamber of Commerce: all-Yugoslav, 31n20; Croatian, 30 Chandler, Alfred D., 119 China, 141, 250, 283 choice, 3, 151, 167, 246, 250, 253, 273– 74, 293 civil society, 14 class: appeal to, 148, 158, 222; čaršija (merchant elite), 131; and consumer culture, 193–96, 209, 271–72, 296–97, 311; and consumerism, 309–10, 314; cultural construction of, 314; divisions , 116, 149, 156, 163–66, 239–43, 303–12; and ethnicity, 28; and ideology, 28; leisure, 163n31, 166n38; middle, 239–43, 296–97, 303, 312; mobility, 92, 166, 194–96, 210, 235, 283, 290, 298–99; “New” (see “New Class”). See also bourgeoisie; status Cohen, Lizabeth, 12 Cold War, 62, 85, 88n92 Cominform, 22 Comintern, 21 commercial promotion. See advertisements and advertising; advertising business; marketing; retailing Communist authority, forces destructive of: advertising and advertising business, 58, 155–57, 202, 215, 243–44, 312; consumer culture, 10, 165–66, 176; consumerism, 154, 167–69, 242–43...

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