The Holiday Makers
Magazines, Advertising, and Mass Tourism in Postwar America
Publication Year: 2012
Published by: Louisiana State University Press
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Around 2005, I started to think a lot about travel. Like just about everyone else, I’d always enjoyed getting away. But for some reason, vacation travel started to . . .
INTRODUCTION: The New Leisure
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In 1959, Alfred Hitchcock appeared before movie audiences and asked, “Have you planned your vacation yet?” The occasion was the trailer for . . .
1. THE NEW MOBILITY: Travel and Leisure in Depression and War
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Surveying the state of American leisure in 1940, historian Foster Rhea Dulles described a nation remade by a half-century-long . . .
2. CREATING HOLIDAY: Market Research, Play, and Magazine Reading
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As World War II drew to a close, businesses in the United States and their backers in government envisioned a coming era of unbound consumer spending.1 Scanning the horizon for . . .
3. SELLING VACATIONS: Tourist Travel, Free Time, and Classlessness
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In the summer of 1946, twelve friends from Canton, Ohio, calling themselves the Kitty Kat Klub, embarked on a three-week train journey . . .
4. “THIS IS HOW IT WILL BE WHEN YOU GET THERE”: Destination Profiles and Middlebrow Geography
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In March 1947, a lengthy profile of Mexico penned by author Anita Brenner appeared in Holiday. Brenner, an expatriate American journalist and . . .
5. CASTING LURES: Tourism Advertising and the Experiential Ethos
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Poking fun at the barrage of ads pitching cities, states, and nations in postwar magazines, Advertising Age featured a cartoon in . . .
6. GOING OFF THE BEATEN PATH: Authentic Places and the End of an Era
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As the 1950s drew to a close, Life devoted an issue to the fastchanging face of American leisure. Russell Lynes, editor of Harper’s Magazine and author . . .
EPILOGUE: From National Folkway to Personal Quest
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Midcentury American tourist culture helped set the stage for larger structural adjustments to the global economy in the early 1970s and . . .
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Page Count: 232
Publication Year: 2012