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Unformatted text preview: January 25, 2011 AMS 206 Self Realization Summary The Self Realization essay written by TJ Jackson Lears explores the role of national advertising during the time of a complex, cultural transformation in the United States. Lears argues that this transformation marks the beginning of a shift from Protestant ethos of salvation through self-denial toward a therapeutic ethos stressing self-realization through three steps. He first sketches the rising therapeutic ethos, then he shows how it became diffused by advertisers and incorporated into the developing corporate system, and finally he introduces Bruce Barton, an advertising executive and therapeutic ideologue, who illustrates the centrality of therapeutic attitude in the new consumer culture. The emergence of therapeutic ethos began during the late nineteenth century when medical prestige became more firmly established and accepted. This was shown through the growth of not only M.D.s but also neurologists, psychologists, social scientists, and even mind curists. not only M....
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This note was uploaded on 02/22/2012 for the course AMS 206 taught by Professor Staff during the Spring '11 term at Miami University.
- Spring '11