Marketing the Third Reich: Persuasion, Packaging and Propaganda (Routledge Studies in Fascism and the Far Right) (Paperback)

Marketing the Third Reich: Persuasion, Packaging and Propaganda (Routledge Studies in Fascism and the Far Right) By Nicholas O'Shaughnessy Cover Image

Marketing the Third Reich: Persuasion, Packaging and Propaganda (Routledge Studies in Fascism and the Far Right) (Paperback)

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

Nicholas O'Shaughnessy is Professor of Communication at Queen Mary University of London, UK and latterly director of their Marketing and Communications Group; Visiting Professor in the Department of War Studies at King's College London, and a Quondam Fellow of Hughes Hall Cambridge. He has written and edited numerous books on commercial and political persuasion, including Politics and Propaganda; Weapons of Mass Seduction and most recently Selling Hitler: Propaganda and the Nazi Brand.
Product Details ISBN: 9781138060586
ISBN-10: 1138060585
Publisher: Routledge
Publication Date: September 21st, 2017
Pages: 290
Language: English
Series: Routledge Studies in Fascism and the Far Right