Johns Hopkins University Press

Table of Contents

Preface . . xi

Introduction: The Cowboy and the Flapper . . 1
1 Horse Trading: Duping the Buyer . . 4
2 Retailing: Satisfying the Buyer . . 25
3 Cars: Joining the New Marketplace . . 41
4 Used Cars: Undermining the New Marketplace . . 63
5 The Triumph of the Price Pack: Selling the Deal . . 88
6 Bad Guys . . 115
7 Bargaining and Gender . . 138
Epilogue: Still Horse Trading in the Internet Age . . 164

Notes . . 175
Index . . 219

Acknowledgments . . ix
A Word on Terminology . . xiii

1 In Bed with the Fed . . 1
2 The People's War, 1918-1926 . . 25
3 Battling the Mad Dog, 1927-1940 . . 48
4 Lifting the Shadow from the Land, 1941-1945 . . 71
5 A False Sense of Security, 1946-1959 . . 93
6 Making Love, Not Babies or Disease, 1960-1980 . . 115
7 Telling It Like It Is, 1981-1988 . . 138
8 Abstinence Makes the Heart Grow Fonder, 1989-2008 . . 162
Epilogue . . 187

Notes . . 191
Index . . 217

Translator's Preface . . ix

I Galla . . 1
II Pampinea . . 8
III Faunus . . 15
IV Dorus . . 23
V The Falling Forest . . 33
VI Alcestus . . 39
VII The Quarrel . . 47
VIII Midas . . 55
IX Anxiety . . 64
X The Dark Valley . . 76
XI Pantheon . . 84
XII Saphos . . 95
XIII The Laurel Wreath . . 107
XIV Olympia . . 116
XV Phylostropos . . 128
XVI The Messenger . . 140