This course examines advertising as a tool of consumer culture in the US in the twentieth century. The course will begin with the growth in tandem of national industry and advertising. We analyze the idea of the United States as a ‘democracy of goods’ looking at advertising as propaganda in relation to the World Wars and as mediating and selling the ‘American Dream’ before and after World War II. The focus is on advertising in relation to material culture; we ask how ads construct the meanings that surround objects. Students will spend time decoding visual advertisements with an eye to how advertising functions today—as in the past—to reinforce socio-political and cultural ideologies. We will examine trade cards, print advertising, posters and radio and TV commercials, as well as the rise of department stores. We will read essays in cultural studies as well as articles in contemporary newspapers, magazines, and journals to understand the evolution and ongoing significance of advertising. This is very much a discussion-based class with presentations and papers as final projects. Pathway: Design Studies