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“I was an ad-man once,” James Rorty writes in this classic dissection of the advertising industry. Steeped in Rorty’s leftist politics, Our Master’s Voice presents advertising as the linchpin of a capitalist economy that it also helps justify. The book set off tremors when it was published in 1934, perhaps because its author so decisively repudiated his former profession. But Rorty and his spirited takedown of publicity were all but forgotten a decade later. The book is a neglected masterpiece, republished in this mediastudies.press edition with a new introduction by Jefferson Pooley.

Table of Contents

  1. Cover
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  1. Title Page, Copyright, Dedication, About the Author
  2. pp. iii-vi
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  1. Contents
  2. pp. vii-viii
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  1. Foreword
  2. pp. ix-x
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  1. Preface to the mediastudies.press edition
  2. pp. xi-xiii
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  1. James Rorty's Voice: Introduction to themediastudies.press edition
  2. pp. xiv-2
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  1. Preface: I Was an Ad-man Once
  2. pp. 3-10
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  1. 1. The Business Nobody Knows
  2. pp. 11-16
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  1. 2. The Apparatus of Advertising
  2. pp. 17-26
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  1. 3. How It Works: The Endless Chain of Salesmanship
  2. pp. 27-34
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  1. 4. Primrose Cheese: An Advertising Accouchement
  2. pp. 35-49
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  1. 5. As Advertised: The Product of Advertising
  2. pp. 50-55
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  1. 6. The Magazines
  2. pp. 56-99
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  1. 7. The Natural History of Advertising
  2. pp. 100-107
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  1. 8. The Three Graces: Advertising, Propaganda, Education
  2. pp. 108-128
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  1. 9. Truth in Advertising
  2. pp. 129-139
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  1. 10. Chain Music: The Truth about the Shavers
  2. pp. 140-147
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  1. 11. Beauty and the Ad-Man
  2. pp. 148-161
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  1. 12. Sacred and Profane Love
  2. pp. 162-169
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  1. 13. Science Says: Come Up and See Me Some Time
  2. pp. 170-172
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  1. 14. Whose Social Scientist Are You?
  2. pp. 173-177
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  1. 15. Psychology Asks: How Am I Doing?
  2. pp. 178-185
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  1. 16. The Movies
  2. pp. 186-194
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  1. 17. Rule by Radio
  2. pp. 195-204
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  1. 18. Religion and the Ad-Man
  2. pp. 205-212
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  1. 19. Evolution of the American Hero
  2. pp. 213-227
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  1. 20. The Carpenter Re-Carpentered
  2. pp. 228-241
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  1. 21. A Gallery of Portraits
  2. pp. 242-251
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  1. 22. Götterdämmerung: Advertising and the Depression
  2. pp. 252-257
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  1. 23. NIRA: The Ad-Man on the Job
  2. pp. 258-263
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  1. 24. All for Purity
  2. pp. 264-269
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  1. 25. Call For Mr. Throttlebottom
  2. pp. 270-276
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  1. 26. Conclusion: Problems And Prospects
  2. pp. 277-286
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  1. Back Cover
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Additional Information

ISBN
9781951399016
Related ISBN
9781951399009
MARC Record
OCLC
1227264741
Pages
318
Launched on MUSE
2020-12-22
Language
English
Open Access
Yes
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