Marketing the Third Reich

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Marketing the Third Reich

Persuasion, Packaging and Propaganda

By:

Nicholas O'Shaughnessy

Format:

Hardback

Series:

Routledge Studies in Fascism and the Far Right

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Description

In this fascinating volume, Nicholas O’Shaughnessy elucidates the phenomenon of the Nazi propaganda machine via the perspective of consumer marketing, conceptualising the Reich as a product campaign. Building on his acclaimed Selling Hitler (2016), he uses marketing scholarship to show how propaganda and political marketing existed not merely as an instrument of government in Nazi Germany, but as the very medium of government itself. Marketing the Third Reich explores the insidious connection between a mass culture and a political movement, and how the cultures of consumption and politics influence and infect each other – consumerised politics and politicised consumption. Ultimately its concern is with the ‘engineering of consent’ – the troubling matter of how public opinion can be manufactured, and governments elected, via sophisticated methodologies of persuasion developed in the consumer economy. Nazism functioned as a brand, packaging almost everything with persuasive purpose. Revealing obvious parallels between Adolf Hitler’s use of the living theatre of politics, and our present public–political dramaturgy, between Nazi lies and our post-truth, the book raises the chilling question: was Hitler ahead of his time? This radical, original, in-depth study will be an invaluable resource for all scholars of marketing history, political marketing, propaganda and history.

Author Biography:

Nicholas O’Shaughnessy is Professor of Communication at Queen Mary University of London, UK and latterly director of their Marketing and Communications Group; Visiting Professor in the Department of War Studies at King’s College London, and a Quondam Fellow of Hughes Hall Cambridge. He has written and edited numerous books on commercial and political persuasion, including Politics and Propaganda; Weapons of Mass Seduction and most recently Selling Hitler: Propaganda and the Nazi Brand.

Release date NZ

September 21st, 2017

Author

Nicholas O'Shaughnessy

Series

Routledge Studies in Fascism and the Far Right

Pages

290

Audience

Tertiary Education (US: College)

Illustrations

34 Halftones, black and white; 34 Illustrations, black and white

ISBN-13

9781138060562

Product ID

26802135

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Marketing the Third Reich

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