The best books to explore American consumer culture

Populuxe was the first book I read that connected art, consumerism, and industrial design in clear, pointed, and witty language. Hine, an author as well as a critic for the Philadelphia Inquirer, covers what he calls “America’s spending spree” decade (1954-1964), by showing the connections revealed by shoppers’ choice of cars, homes, furniture, and appliances. Populuxe resonated for me because Hine wielded the tools of the critic and the historian and explained the art and design influences to be found in dishwashers, tailfins, and Naughyde. My curiosity about why people buy certain products was piqued by Hine’s analysis and showed readers that not all essays on art and design need to drip with impenetrable prose or obtuse insights.

Randall Rothenberg, an advertising industry reporter for The New York Times, applied the Tracy Kidder Method of journalistic immersion in a process or profession to a single advertising campaign from start to finish. He chose wisely, focusing on the then up-and-coming Weiden + Kennedy—an ad agency riding the success of Nike’s “Bo Knows” commercials. His choice of product? Subaru of America, which, at the time, was the cellar-dweller of Japanese imports. Rothenberg effortlessly captures the high-stakes tension of the ad industry while not neglecting aspects of the industry that are more smoke and mirrors than research-grounded truths.

Rothenberg is exceptional at providing windows into advertising history as his story unfolds. Throughout the span of the campaign, he unsparingly documents inspiration, idiocy (W+K assigns a creative director who hates cars), and an intimate look at how advertising works.

Examining automobiles people buy offers, if not a window into their soul, then a peek into their personal values. Ingrassia, a Wall Street Journal automotive reporter, guides us down a freeway of history and consumerism that “begat the middle class, the suburbs, shopping malls, McDonald's, Taco Bell, drive-through banking and other things.” He traces our romance with tires, horsepower, and wood-trimmed interiors through 15 models ranging from the Model T to the Prius. As stories of the Corvette, Jeep, GTO, VW Beetle and VWMicrobus, the unfairly maligned Chevy Corvair, and others roll by, Ingrassia integrates how each successive model forever changed customer desires and the often-cramped minds of auto executives. His cruise-control writing style rewards us with a smooth journey among the cars of our dreams.

Halberstam, known for big, thick books centered around big American themes, treads the same ground as Thomas Hine’s Populuxe. Instead of concentrating on refrigerators and roadsters, Halberstam tackles the political, social, economic, and cultural change in America during the 1950s—essentially, he examined the rivets in the launching pad for the American Century. Halberstam’s great gift of teasing out stories of long-overlooked contributors is put to effortless use here as we meet Kemmons Wilson, founder of the Holiday Inn hotels, the McDonald brothers, auto designer Harley Earl, ad man Rosser Reeves and Goody Pincus, developer of the birth control pill. Other, more famous connectors are duly noted—Elvis, McCarthy, MacArthur, Ozzie Nelson, Uncle Miltie—but in the end, Halberstam’s book is an inspiration (and a template) for writers of cultural history.

Bayley’s mastery of the language of design is apparent from his opening introduction to this collection of essays on American and European products. Bayley’s overview is not only essential for understanding design; it’s also a must-read for those who want to write about design. Bayley’s opinions are the gold standard, cemented by the certainty of judgment that comes so easily to British writers. He writes with reverence as well as an incisive point of view about the Eames chair, a Studebaker coupe, and dozens of other milestone products. Among the designer biographies: Wells Coates, Mies van der Rohe, and, yes, Raymond Loewy. It is the pre-eminent introduction to the field of industrial design. Once read, finding his other works (“Harley Earl,” “Ugly,” “Taste,” “Cars,” “Design A-Z,” “Sex,” “Woman as Design,” and other titles) becomes mandatory.