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(More customer reviews)Catherine Gudis' Buyways is a unique and intrinsically fascinating history of the advertising billboard industry in America. Of immense value for the academic study of American business history, Buyways is also highly recommended reding for travelers and non-specialist general readers interested in wayside advertising and highway history. From legal battles between environmentalists and business interests, to the involvement of artists and behvioral scientists in billboard presentation and design, Buyways provides an intriguing, original, seminal history of travel routes and advertising format choices.
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In Buyways , Catherine Gudis focuses on the development of the outdoor advertising industry in twentieth century America, and its role in the commodification of the landscape. She investigates how the industry was instrumental in the growth of mobile consumption, arguing that outdoor advertisers provided the structure for what she terms 'the architecture of speed.' Throughout, she interweaves analyses of gender and consumption, the corporatization of American culture, the increasing rationalization of marketing/advertising, and the growth of suburbs and strips. Ultimately, she aims to explain how a certain method of visual consumption, combined with a particular type of mobility, came to govern much of Americans' lives as consumers. Rather than being place-based, the geography of consumption has become increasingly placeless. Concurrently, as our own potential for rapid mobility has expanded, the natural space of America has become increasingly commodified-an argument that can be extended to the ultimate placeless space-the Internet.
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