000			03754cam a2200301 i 4500
008			140610t20152015njuaf b 001 0 eng
020			_a9780813563763
020			_a9780813563756
020			_a9780813563770
040			_aSDU
050	0	0	_aHF5813.U6 _bS819 J 2015
100	1		_aSteinberg, Kerri P., _9195198
245	1	0	_aJewish mad men : _badvertising and the design of the American Jewish experience / _cKerri P. Steinberg.
300			_a219 p : _bill
505	8		_aMachine generated contents note: List of Illustrations Acknowledgments Introduction1 A Portrait of American Jewish Life 2 The Spaces and Places of Jewish Advertising: Joseph Jacobs and Market Segmentation 3 Manischewitz and Maxwell House: The M&M of Jewish Advertising 4 You Say You Want a Revolution: The Mainstreaming of Jewish Identity in American Advertising 5 Matchmaker, Matchmaker: JDating in the Digital Age Conclusion: More than a Mirror Notes Bibliography Index Color plates between pages 00 and 00.
505	8		_aHKBU Library
520			_a"It is easy to dismiss advertising as simply the background chatter of modern life, often annoying, sometimes hilarious, and ultimately meaningless. But Kerri P. Steinberg argues that a careful study of the history of advertising can reveal a wealth of insight into a culture. In Jewish Mad Men, Steinberg looks specifically at how advertising helped shape the evolution of American Jewish life and culture over the past one hundred years. Drawing on case studies of famous advertising campaigns--from Levy's Rye Bread ("You don't have to be Jewish to love Levy's") to Hebrew National hot dogs ("We answer to a higher authority")--Steinberg examines advertisements from the late nineteenth-century in New York, the center of advertising in the United States, to trace changes in Jewish life there and across the entire country. She looks at ads aimed at the immigrant population, at suburbanites in midcentury, and at hipster and post-denominational Jews today. In addition to discussing campaigns for everything from Manischewitz wine to matzoh, Jewish Mad Men also portrays the legendary Jewish figures in advertising--like Albert Lasker and Bill Bernbach--and lesser known "Mad Men" like Joseph Jacobs, whose pioneering agency created the brilliantly successful Maxwell House Coffee Haggadah. Throughout, Steinberg uses the lens of advertising to illuminate the Jewish trajectory from outsider to insider, and the related arc of immigration, acculturation, upward mobility, and suburbanization. Anchored in the illustrations, photographs, jingles, and taglines of advertising, Jewish Mad Men features a dozen color advertisements and many black-and-white images. Lively and insightful, this book offers a unique look at both advertising and Jewish life in the United States"--
520			_a"Attractively illustrated and insightfully written, Jewish Mad Men looks at how advertising helped shape the evolution of American Jewish life and culture over the past one hundred years. Drawing on case studies of famous ad campaigns--from Levy's Rye Bread to Hebrew National hot dogs--Kerri P. Steinberg uses the lens of advertising to illuminate the Jewish trajectory from outsider to insider, and the related arc of immigration, acculturation, upward mobility, and suburbanization"--
650		0	_aJews in advertising. _9195199
650		0	_aAdvertising _zUnited States _xHistory.
650		0	_aAdvertising _xSocial aspects _zUnited States. _9195200
650		7	_aSOCIAL SCIENCE / Jewish Studies. _9195201
650		7	_aSOCIAL SCIENCE / Popular Culture.
650		7	_aBUSINESS & ECONOMICS / Advertising & Promotion. _9127306
651		0	_aUnited States _xEthnic relations.
900			_a = C.1 SDU
942			_cGBE _2lcc
999			_c104602 _d104602