Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture, 25th Anniversary Edition

Stuart Ewen. Captains of Consciousness. Basic Books, 2001Preface says that some reviewers labeled the book as "Marxist". They definitely missed the point. Feeling sympathetic towards Proletariat isn't Marxism exclusive trademark. Yet the book definitely lacks the depth of economic analysis and feeling of history (including actual class struggle) to fit the best standards of historical materialism. H. Zinn's "People's History of the USA" is much more monumental in collecting the social and economical realities of the US of the period.As M. Schudson rightfully noted, the author of "Captains" too often takes the bluffing of second-rate admen at face value as the industry's real best practices. All this comes under obvious ideological inspiration of Marcuse.Still the book seems to be the only study of advertising history that takes into consideration the working-class, including immigrants. Virtually all others suggest that there was no life outside of "Middle Class America".Thus "Captains" are the must for any researcher or student in advertising sociology who wants to broaden his/her prospective.

Ever wonder how we got to be the way we are -- consumers not people. Focusing on the rise of advertising in the 1920's, Ewen does a comprehensive job on filling in the pieces. Later chapters on the fifties and beyond could carry more heft, but the core if the book is a delight.

If you read this book you probably know what you're getting into.I recommend it conservative capitalists looking to challenge their world view.

Delivered as promised

Captains Of Consciousness is a must read text for all who want and need to know the powerfully influential and controlling power of mass marketing and mass media.Read this book to know how and by who our opinions, thoughts, impulses, and feelings are influenced and shaped.

I needed for class but an interesting read nevertheless.

A+

greart book

Simply a must, for anyone who thinks and would like to broaden their prospective,

Had the book in iBooks but it's so good I wanted it paperback to literally get a grip on it. Absolutely a very good book, interesting and mind opening.

An extremely insightful book tracing the rise of advertising and its complete domination of our minds