Advertising: the Central Institution of Mass Society

At the termination of the First World War a new social order arose which has been labelled mass society. Mass society gained impetus during and as a result of the Civil War and increased momentum during the First World War. It was especially in the United States, but also in Great Britain, France, Northern Italy, the Low Countries, Northern European countries and Japan that mass society and its culture made its first appearance. Some of its features have begun to appear in Eastern and Central Europe, and, in an incipient way, in the Asian and African countries.