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| | Table of Contents and Excerpt, Samuel, Brought to You By |
 | | Television advertising is especially fertile ground to study the social and cultural dynamics of postwar America because it was the perfect medium for and a perfect metaphor of the times, steeped in the values of consensus, conformity, and, of course, consumption. |
 | | Television advertising was thus part of the larger standardization of American consumer culture in the postwar era, when national brands, retailers, franchises, and chains flattened out regional differences and bridged demographic diversity. |
 | | The television quickly became a central appliance in the American living room or den (90 percent of households had at least one in 1960a penetration rate it took radio thirty years to achieve), with the latter typically relegated to basements, attics, and garages. |
| www.utexas.edu /utpress/excerpts/exsambro.html (4751 words) |
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