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Advertising, Jewish Ethnic Marketing, And Consumer Ambivalence In Weimar Germany

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Chapter Summary

This chapter explores what is perhaps the most profound expression of this marketing campaign - the advertisement. It addresses the question of Jews as consumers, suggesting that the so-called renaissance of Jewish life after the Great War was, among other things, a product of the unfolding consumer culture at that time. The chapter outlines the advertisement sections of the Jewish press and examine how targeting Jews as consumers facilitated a sense of belonging to a wider consumer public. It also addresses so-called Jewish advertisements exploring the process by which advertisers rendered their products "Jewish" in order to appeal to the allegedly special needs and demands of Jewish consumers. The accepted explanations for the rapid process of embourgeoisement and "assimilation" of Germany's Jews during the nineteenth century include the aspirations to integrate into German society and the claims for equating Jewish tradition with bourgeois values.

Keywords: consumer ambivalence; Jewish advertisements; Jewish ethnic marketing; Weimar Germany



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