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    Merchandising the postwar model house at the Parade of Homes

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    DODD-THESIS.pdf (7.738Mb)
    Date
    2009-08
    Author
    Dodd, Samuel Tommy
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    Abstract
    The Parade of Homes began in 1948 as a novel form of sales merchandising and publicity. The model house, on display at the Parade of Homes, was a powerful advertising tool employed by postwar merchant-builders to sell modern design to a new market of informed consumers and second-time homeowners. Using House & Home as a primary source, I contextualize the postwar housing industry and the merchandising efforts of builders. Then, through an examination of the 1955 Parade of Homes in Houston, Texas, I analyze the early Parade of Homes events and the language of domestic modernism that they showcased.
    Department
    Architecture
    Description
    text
    Subject
    Parade of Homes
    model house
    House & Home
    National Association of Home Builders
    Meyerland, Texas
    Houston, Texas
    Keeland, Burdette
    merchant builders
    builders
    speculative house
    merchandising
    advertising
    postwar housing
    architecture, domestic
    architecture, modern
    URI
    http://hdl.handle.net/2152/ETD-UT-2009-08-345
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    • facebook
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    • CONTACT US
    • MAPS & DIRECTIONS
    • JOB OPPORTUNITIES
    • UT Austin Home
    • Emergency Information
    • Site Policies
    • Web Accessibility Policy
    • Web Privacy Policy
    • Adobe Reader
    Subscribe to our NewsletterGive to the Libraries

    © The University of Texas at Austin