
Contents
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Truth Half Told: Finding the Perfect Pitch for Commercial Promotion in a Socialist System Truth Half Told: Finding the Perfect Pitch for Commercial Promotion in a Socialist System
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Making the Sale: Advertising, Marketing, and the Rhetoric of Legitimacy Making the Sale: Advertising, Marketing, and the Rhetoric of Legitimacy
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Trust the Professionals: Standards, Image, and the Needs of the People Trust the Professionals: Standards, Image, and the Needs of the People
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Something Special in the Air: Commercial Promotion, Self-Management, and Yugoslav Exceptionalism Something Special in the Air: Commercial Promotion, Self-Management, and Yugoslav Exceptionalism
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Good & Plenty: The Abundance of Promises and the Promise of Abundance Good & Plenty: The Abundance of Promises and the Promise of Abundance
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It Just Makes Sense: The Rationale for Rationalization and the Perpetuation of Planning It Just Makes Sense: The Rationale for Rationalization and the Perpetuation of Planning
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The Miracles of Science: Commercial Promotion as a System of Knowledge The Miracles of Science: Commercial Promotion as a System of Knowledge
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New and Improved, or Just Window Dressing? The Problem of “Socialist Advertising” New and Improved, or Just Window Dressing? The Problem of “Socialist Advertising”
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3 Selling It: Legitimizing the Appeal of Market Culture
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Published:December 2011
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Abstract
This chapter examines how, beginning as early as the 1950s, the representatives of Yugoslavia's commercial trades went about legitimizing the appeal of (and to) market culture and consumerist values as they sought to “sell” the new consumer orientation to government authorities, party politicians, business leaders, and ordinary consumers. Yugoslavia's departure from Stalinism gave rise to new attitudes toward commercial promotion, but those in positions of authority typically did not treat advertising and marketing as “natural” elements of the country's commercial life. This chapter looks at specialists' efforts to naturalize advertising and marketing activities in line with the distinctive ideology of Yugoslav self-management socialism. More specifically, it considers the ways that these specialists tried to establish the legitimacy of advertising and marketing as essentially system-neutral and even value-neutral techniques of economic progress in general and of abundance in particular. It also discusses the problematic nature of the idea of “socialist advertising”.
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