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Intoxicating Pleasures

Intoxicating Pleasures
Author :
Publisher : Univ of California Press
Total Pages : 398
Release :
ISBN-10 : 9780520401112
ISBN-13 : 0520401115
Rating : 4/5 (115 Downloads)

Book Synopsis Intoxicating Pleasures by : Lisa Sheryl Jacobson

Download or read book Intoxicating Pleasures written by Lisa Sheryl Jacobson and published by Univ of California Press. This book was released on 2024-11-05 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt: In popular memory the repeal of US Prohibition in 1933 signaled alcohol’s decisive triumph in a decades-long culture war. But as Lisa Jacobson reveals, alcohol’s respectability and mass market success were neither sudden nor assured. It took a world war and a battalion of public relations experts and tastemakers to transform wine, beer, and whiskey into emblems of the American good life. Alcohol producers and their allies—a group that included scientists, trade associations, restaurateurs, home economists, cookbook authors, and New Deal planners—powered a publicity machine that linked alcohol to wartime food crusades and new ideas about the place of pleasure in modern American life. In this deeply researched and engagingly written book, Jacobson shows how the yearnings of ordinary consumers and military personnel shaped alcohol’s cultural reinvention and put intoxicating pleasures at the center of broader debates about the rights and obligations of citizens.


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