Thoth
distribution@thoth.pub
Google
20260429T115244
urn:uuid:3162a992-05dd-4b74-9fe0-0f16879ce6de
03
15
9781951399016
00
EB
E107
10
10
02
27702480
01
02
Public Domain Series
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01
Our Master’s Voice
Advertising
1
A01
James Rorty
<p>James Rorty (1890–1973) was an American poet, journalist, and sometime advertising copywriter.</p>
2
A24
Jefferson Pooley
<p>Jefferson Pooley is professor of media and communication at Muhlenberg College in Allentown, PA.</p>
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eng
00
318
03
12
JFDV
10
SOC052000
12
GTC
10
LAN004000
10
BUS002000
12
KJSA
01
06
03
00
<p>“I was an ad-man once,” James Rorty writes in this classic dissection of the advertising industry. Steeped in Rorty’s leftist politics, <italic>Our Master’s Voice</italic> 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.</p>
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FOREWORD ix
James Rorty
PREFACE to the mediastudies.press edition xi
Jefferson Pooley
JAMES RORTY’S VOICE: Introduction to the mediastudies.press edition xiv
Jefferson Pooley
PREFACE: I Was an Ad-man Once 3
James Rorty
CHAPTER 1 THE BUSINESS NOBODY KNOWS 11
James Rorty
CHAPTER 2 THE APPARATUS OF ADVERTISING
James Rorty
CHAPTER 3 HOW IT WORKS 27
James Rorty
CHAPTER 4 PRIMROSE CHEESE: An Advertising Accouchement 35
James Rorty
CHAPTER 5 AS ADVERTISED: The Product of Advertising 50
James Rorty
CHAPTER 6 THE MAGAZINES 56
James Rorty
CHAPTER 7 THE NATURAL HISTORY OF ADVERTISING 100
James Rorty
CHAPTER 8 THE THREE GRACES: Advertising, Propaganda, Education 108
James Rorty
CHAPTER 9 TRUTH IN ADVERTISING 129
James Rorty
CHAPTER 10 CHAIN MUSIC: The Truth About the Shavers
James Rorty
CHAPTER 11 BEAUTY AND THE AD-MAN 148
James Rorty
CHAPTER 12 SACRED AND PROFANE LOVE 162
James Rorty
CHAPTER 13 SCIENCE SAYS: Come up and see me some time
James Rorty
CHAPTER 14 WHOSE SOCIAL SCIENTIST ARE YOU?
James Rorty
CHAPTER 15 PSYCHOLOGY ASKS: How am I doing? 178
James Rorty
CHAPTER 16 THE MOVIES 186
James Rorty
CHAPTER 17 RULE BY RADIO 195
James Rorty
CHAPTER 18 RELIGION AND THE AD-MAN 205
James Rorty
mediastudies.press
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mediastudies.press
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20201015
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WORLD
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9781951399009
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9781951399016
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9781951399016
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9781951399016
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9781951399016
WORLD
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mediastudies.press
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