Engineered to Sell: European migr s and the Making of Consumer Capitalism

The book "Engineered to Sell" by Jan Logemann explores the transnational careers of consumer engineers in advertising, market research, and commercial design who transformed capitalism from the 1930s through the 1960s. It emphasizes changes in marketing approaches tailored to consumers and looks at how transatlantic exchanges shaped consumer engineering. The migrants at the center of the story illustrate the vibrant cultural and commercial connections between metropolitan centers.

Format: Paperback / softback
Length: 352 pages
Publication date: 07 October 2019
Publisher: The University of Chicago Press

Forever etched in the annals of television history, the mid-twentieth century marketing realm exerted a profound influence on nearly every facet of American culture, encompassing music, literature, politics, economics, consumerism, race relations, gender, and more. In his captivating book, "Engineered to Sell," Jan Logemann delves into the transnational journeys of consumer engineers who ventured into advertising, market research, and commercial design, reshaping capitalism from the 1930s to the 1960s. Contrary to the notion of American exceptionalism, Logemann argues that the history of marketing consumer goods is not confined to the United States alone. Instead, he highlights the careers of immigrants, shedding light on the boundaries of the Americanization paradigm.

Logemann begins by delving into the emergence of a dynamic world of goods, emphasizing the shift towards marketing approaches that were increasingly tailored to consumers. He explores how and why consumer engineering was shaped by transatlantic exchanges, drawing upon a diverse range of influences, from Austrian psychologists and lesser-known social scientists to the renowned Bauhaus artists. These migratory individuals, positioned at the center of this narrative, serve as a testament to the vibrant cultural and commercial connections between metropolitan centers such as Vienna and New York, Paris and Chicago, Berlin and San Francisco. These mid-century consumer engineers transcended national and disciplinary boundaries, forging connections within arts and academia, as well as between governments, corporate actors, and social reform movements.

By centering his attention on the transnational lives of migratory consumer researchers, marketers, and designers, "Engineered to Sell" provides a detailed account of the processes of cultural translation and adaptation that marked both the mid-century transformation of American marketing and the subsequent European shift towards American consumer capitalism. Through this lens, Logemann offers a rich and nuanced understanding of the complex interplay between global forces, cultural shifts, and the shaping of consumer culture in the mid-twentieth century.

Weight: 534g
Dimension: 152 x 227 x 21 (mm)
ISBN-13: 9780226660158