Bøger i American Business, Politics, a serien

Throughout its history, the U.S. military has worked in close connection to market-based institutions and structures. It has run systems of free and unfree labor, taken over private sector firms, and both spurred and snuffed out economic development. It has created new markets-for consumer products, for sex work, and for new technologies. It has operated as a regulator of industries and firms and an arbitrator of labor practices. And in recent decades it has gone so far as to refashion itself from the inside, so as to become more similar to a for-profit corporation.The Military and the Market covers two centuries of history of the U.S. military's vast and varied economic operations, including its often tense relationships with capitalist markets. Collecting new scholarship at the intersection of the fields of military history, business history, policy history, and the history of capitalism, the nine chapters feature important new research on subjects ranging from Civil War soldier-entrepreneurs, to the business of the construction of housing and overseas bases for the Cold War, to the U.S. military's troubled relationships with markets for sex. The volume enriches scholars' understandings of the depth and complexity of military-market relations in U.S. history and offers today's military policymakers novel insights about the origins of current arrangements and how they might be reimagined.Contributors: Jessica L. Adler, Timothy Barker, Patrick Chung, Gretchen Heefner, Jennifer Mittelstadt, A. Junn Murphy, Kara Dixon Vuic, Sarah Jones Weicksel, Mark R. Wilson, Daniel Wirls.

In the early nineteenth century, the American commercial marketplace was a chaotic, unregulated environment in which knock-offs and outright frauds thrived. Appearances could be deceiving, and entrepreneurs often relied on their personal reputations to close deals and make sales. Rapid industrialization and expanding trade routes opened new markets with enormous potential, but how could distant merchants convince potential customers, whom they had never met, that they could be trusted? Through wide-ranging visual and textual evidence, including a robust selection of early advertisements, Branding Trust tells the story of how advertising evolved to meet these challenges, tracing the themes of character and class as they intertwined with and influenced graphic design, trademark law, and ideas about ethical business practice in the United States.As early as the 1830s, printers, advertising agents, and manufacturers collaborated to devise new ways to advertise goods. They used eye-catching designs and fonts to grab viewers' attention and wove together meaningful images and prose to gain the public's trust. At the same time, manufacturers took legal steps to safeguard their intellectual property, formulating new ways to protect their brands by taking legal action against counterfeits and frauds. By the end of the nineteenth century, these advertising and legal strategies came together to form the primary components of modern branding: demonstrating character, protecting goodwill, entertaining viewers to build rapport, and deploying the latest graphic innovations in print. Trademarks became the symbols that embodied these ideas-in print, in the law, and to the public.Branding Trust thus identifies and explains the visual rhetoric of trust and legitimacy that has come to reign over American capitalism. Though the 1920s has often been held up as the birth of modern advertising, Jennifer M. Black argues that advertising professionals had in fact learned how to navigate public relations over the previous century by adapting the language, imagery, and ideas of the American middle class.