For Love Of The Automobile / Edition 1

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Overview


In his cultural analysis of the motor car in Germany, Wolfgang Sachs starts from the assumption that the automobile is more than a means of transportation and that its history cannot be understood merely as a triumphant march of technological innovation. Instead, Sachs examines the history of the automobile from the late 1880s until today for evidence on the nature of dreams and desires embedded in modern culture. Written in a lively style and illustrated by a wealth of cartoons, advertisements, newspaper stories, and propaganda, this book explores the nature of Germany's love affair with the automobile. A "history of our desires" for speed, wealth, violence, glamour, progress, and power—as refracted through images of the automobile—it is at once fascinating and provocative.

Sachs recounts the development of the automobile industry and the impact on German society of the marketing and promotion of the motor car. As cars became more affordable and more common after World War II, advertisers fanned the competition for status, refining their techniques as ownership became ever more widespread.

Sachs concludes by demonstrating that the triumphal procession of private motorization has in fact become an intrusion. The grand dreams once attached to the automobile have aged. Sachs appeals for the cultivation of new dreams born of the futility of the old ones, dreams of "a society liberated from progress," in which location, distance, and speed are reconceived in more appropriately humane dimensions.

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Product Details

  • ISBN-13: 9780520068780
  • Publisher: University of California Press
  • Publication date: 6/19/1992
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 236
  • Product dimensions: 0.69 (w) x 6.00 (h) x 9.00 (d)

Meet the Author


Wolfgang Sachs is a Fellow at the Institute for Cultural Studies in Essen, Germany. Don Reneau is a writer and translator who lives in Berkeley, California.
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Table of Contents

Preface
Stations
Pleasures for the Wealthy (1890-1914) 3
Cars for the Few - Cars for the Many? (1920-1933) 32
The Motorized Volksgemeinschaft (1933-1945) 47
We Did It! (1950-1960) 63
Republic on Wheels (1962-1973) 74
Desires
Independent as a Lord 91
Victorious Speed 110
Secure in Comfort 125
A Flood of Novelties and the Hunger for Improvement 136
Travel and the Tourist's Gaze 150
Space and Time as Resources 161
Disenchantment
The Aging of Desire 173
The Dominion of Long Distances and Speedy Execution 183
The Decline of Autonomous Mobility 188
Tranquillity Rediscovered; or, For Love of the Bicycle 196
Prospects
No One Wants the Blame 207
Streamlining Through High Tech 209
Less Is More 216
Selected Bibliography 223
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