Description
Book SynopsisDocuments three distinct periods in the history of national debate over the regulation of alcohol and tobacco marketing, tracing the fate of proposed federal policies and introducing their advocates and opponents. This book argues that the politics of alcohol and tobacco advertising reflect profound cultural ambivalence about consumerism.
Trade ReviewMeticulously researched. A splendid book that is sure to find interested audiences in many academic fields, as well as in activist circles.
* Business History Review *
The author quite rightly sees this history as an important element in the unfolding reaction to consumer culture in the United States and the uneasiness sometimes associated with the growth of marketing to children.
-- James Gilbert, University of Maryland
Researched in fascinating detail... a valuable and well-argued addition to the literature.
* Addiction *
Table of ContentsTable of Contents
Acknowledgments
Introduction: Health, Morality, and Free Speech
Part One: The Failed Fight to Ban Alcohol Advertising, 1947–1958
1. Temperance and Mass Society
2. The Industries' Regulatory Response
3. Legislative Battles: Politics and Rhetoric
Part Two: The Battle to Regulate Cigarette Marketing, 1960s
4. Emergence of the Postwar Antismoking Movement
5. The Warning Label Debate
6. The Next Push: Restricting Advertising
Part Three: The New Temperance Movement and Alcohol Marketing Restrictions, 1970s and 1980s
7. The Political, Legal, and Scientific Context of Regulation
8. Policy Contests: Warning Labels and Advertising Controls
Conclusion: The Elusive Quest for Restraints
Notes
Selected Bibliography
Index
