Brides, Inc.: American Weddings and the Business of Tradition by ProQuest

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While sometimes venturing as far back as the ancient world in her discussion of wedding traditions, Howard's main focus is on the years between the 1920s and the 1960s, an era, as she describes it, when "a mass culture began to take shape with the introduction of branded goods, national advertising campaigns, and new merchandising tactics" (p. 30).

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