Current Research Project
Consuming Death: Advertising and American Mourning Culture
There is little in life that is guaranteed, except for taxes and death. Prior to the 20th century, end of life services were typically handled by family members. As caskets were commonly built by furniture makers, a side business evolved. Furniture makers often worked as undertakers, who 'undertook' the logistical and bureaucratic complexities that death brought. Sensitive to the nature of their growing profession, and its social connotation, an 1895 issue of The Embalmers' Monthly suggested a new term for those in the profession, mortician. Funeral homes developed as a new industry to help people navigate a difficult time, and provide a greater array of options to offer a final goodbye. However, due to the delicate nature of their business, advertising can be an ethically challenging area to navigate. Like other companies, they need to promote their offerings, but due to the sensitive nature, it can be difficult to find the right placement, time, or means of advertising.
"Consuming Death" offers a history of the material culture of funeral home advertising over the past century. Specifically, how does the business of saying goodbye take shape, and how has it changed over time? Advertising for funeral homes have been imprinted on church fans, matchbooks, business cards, magazines, banner ads and more. This study of advertising reflects changes in society when it comes to technology and burial culture, but the ethical challenges of advertising funeral homes remains. |