This module explores the origins of modern consumer society in Britain, introducing you to an exciting and innovative field of historical research. In the hundred years from the abolition of advertising tax in 1853 to the birth of commercial television in the 1950s, advertising became an omnipresent feature of modern capitalism. In this module, you will explore the causes and consequences of this process of commercialisation using a range of primary sources, from press reports and cartoons, to business archives, social surveys, and, of course, the advertisements themselves.
You will explore the changing relationship between people and their possessions, the impact of new shopping environments like the department store and the supermarket, and the rise of ethical consumerism. Advertising is political, and you will also examine how it helped Britain win two world wars and market the Empire to its own people. You will learn how advertisements work by designing your own advertising campaign in a particular historical context. By the end of the module, you will understand how advertising sells us much more than simply clothes or food, how it shapes the way we view gender and race, and how it creates support for a market economy based on the principles of freedom and choice.
What our students say:
‘I thoroughly enjoyed the module! My favourite aspects were to do with the psychology of advertising and how this impacted gender roles.’ (Anonymous student evaluation)
‘I really enjoyed the variety that this module offers. Every week was a new topic and a new way to analyse different perspectives from the module period.’ (Anonymous student evaluation)
‘I think the range of coursework styles for this module were really fun to complete.’ (Anonymous student evaluation)