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0 reviewsAdvertisers, McGovern shows, used nationalist ideals, icons, and political language to define consumption as the foundation of the pursuit of happiness. Consumer advocates, on the other hand, viewed the market with a republican-inspired skepticism and fought commercial incursions on consumer independence. The result, says McGovern, was a redefinition of the citizen as consumer. The articulation of an ''American Way of Life'' in the Depression and World War II ratified consumer abundance as the basis of a distinct American culture and history.
