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Jewish Mad Men: Advertising and the Design of the American by Kerri P. Steinberg

By Kerri P. Steinberg

you can brush aside advertisements as easily the heritage chatter of contemporary existence, usually tense, occasionally hilarious, and finally meaningless. yet Kerri P. Steinberg argues cautious research of the background of advertisements can show a wealth of perception right into a tradition. In Jewish Mad Men, Steinberg seems to be in particular at how advertisements contributed to shaping the evolution of yankee Jewish lifestyles and tradition during the last 100 years.  

Drawing on case reports of well-known advertisements campaigns—from Levy’s Rye Bread (“You don’t need to be Jewish to like Levy’s”) to Hebrew nationwide sizzling canines (“We resolution to the next authority”)—Steinberg examines ads from the past due nineteenth-century in big apple, the heart of ads within the usa, to track alterations in Jewish lifestyles there and around the complete kingdom. She appears to be like at advertisements aimed toward the immigrant inhabitants, at suburbanites in midcentury, and at hipster and post-denominational Jews today. 


In addition to discussing campaigns for every thing from Manischewitz wine to matzoh, Jewish Mad Men also portrays the mythical Jewish figures in advertising—like Albert Lasker and invoice Bernbach—and lesser identified “Mad males” like Joseph Jacobs, whose pioneering enterprise created the brilliantly profitable Maxwell condo espresso Haggadah. all through, Steinberg makes use of the lens of advertisements to light up the Jewish trajectory from outsider to insider, and the similar arc of immigration, acculturation, upward mobility, and suburbanization.


Anchored within the illustrations, photos, jingles, and taglines of advertising, Jewish Mad Men features a dozen colour ads and lots of black-and-white pictures. full of life and insightful, this publication deals a different examine either advertisements and Jewish lifestyles within the United States.

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