Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture

This book has had a huge influence on me. With the information in this book and a little bit of your own thought and imagination you can see how our reality is manufactured. Admittedly, any societal structure is "manufactured", but this particular consumeristic one is having incredibly destructive consequences. We have become a true "throw away" society; from razors to family; from paper cups to morals.

Ewen's book "Captains of Consciousness" is an insightful analysis of the rise of consumerism through advertising. He starts by covering the technique and effects of mass production. Of course workers were not pleased with their dehumanizing roles in line production that made them easily replaceable. Where industrialization standardized the means of production, there was a need to modernize the consumption end of the deal; this is where advertising came into play. The book focuses on the 1920's during the advent of mass advertising. Advertising provided a desire in the public to comsume a variety of new productions as well as ameliorated a society who had become increasingly upset with the wage system. Much of the later part of the book deals with how advertising was primarily meant for women, who had become the managers of the household and responsible for most consumption. Overall, the book is well worth the read, even though it is over 25 years old. Many of the advertising tactics that Ewen speaks of, such as the youthful ideal, are still present today.

This book is a penetrating analysis of the origins of our mass-culture, consumerist society. First, the author debunks the notion that consumerism was a natural technological development or clearly represents progress.The author makes evident that the captions of industry sought to exert control over the entire social milieu beginning in the 1920s. Their foremost project was to define American life as consumerism. Consumption was marketed as far more than acquiring the essentials of life; it was a means to transform one's life: to achieve social esteem, to escape otherwise mediocre, humdrum lives. It was very much an individualistic approach to life in contrast to the traditional focus on small communities or extended families.Industrialism was not easily swallowed by workers of the 19th and early 20th century. Traditional social bonds became irrelevant in factory production. Also under scientific management work was systematically deskilled and redefined by management. The strike wave of 1919 and the "Red Scare" of the early 20's convinced economic elites to set upon a course of pacification of discontented citizens in addition to measures of suppression.The advertising in the 20's tried to convince that the mass production of consumable items was of tremendous benefit to society. The "freedom" of workers as consumers to transform their lives more than offset the actual loss of control over work processes. Every effort was made to see that mass-culture goods penetrated and hence defined all areas of life. Non-acceptance of that corporate-defined world was not viewed kindly. Virtually all non-market activity was cast as secondary, if not illegitimate. Buying superceded voting as the means to social remedy. Even families became purchasing units.By the 1950s the transformation of the US to a consumerist culture was virtually complete. The penetration of corporate-owned television into all households ensured that alternatives to consumerism would not surface which was a continuation of the trend of centralization of all media outlets. The free-market and free trade ideologues of the 1990s are merely following in those same footsteps.Though written 25 years ago, this book remains relevant today. More recent authors such as Kuttner, Schiller, Lindblom, or Frank can only add to what Ewen has already said.

When this book appeared twenty-five years ago, it blew my mind. Filled with amazing insights and information, it's still the best book on the topic. Provocative, thought-provoking, gutsy. Great that this new edition has appeared. It's still the book to read on the subject of advertising.

Captains of Consciousness, written more than twenty years ago, remains a classic in the field. A fascinating look at the rise of American consumer culture, the book places advertising firmly within the context of pivotal social developments that have shaped the life and mind of twentieth century America. A must read for anyone interested in understanding where we come from, where we are going