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Marketing the Third Reich : Persuasion, Packaging and Propaganda - by Nicholas O'shaughnessy (Paperback)
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In this fascinating volume, Nicholas O’Shaughnessy elucidates the phenomenon of the ****** propaganda machine via the perspective of consumer marketing, conceptualising the Reich as a product campaign. Building on his acclaimed Selling ****** (2016), he uses marketing scholarship to show how propaganda and political marketing existed not merely as an instrument of government in ****** 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 ******’s use of the living theatre of politics, and our present public–political dramaturgy, between ****** lies and our post-truth, the book raises the chilling question: was ****** 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.