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History professor contemplates what is priceless in life

Nancy A. Ashmore
July 12, 2002

"There are some things money can't buy," a recent MasterCard advertisement intones. And that's a good thing, says Jim Farrell, professor of history and director of American studies at St. Olaf College. Farrell shared his thoughts about the popular advertising campaign in the July 2002 edition of the syndicated column service of the Center for a New American Dream, an organization dedicated to helping Americans "consume responsibly." In a column titled "Priceless," Farrell contemplates the appeal -- and complexity -- of the MasterCard commercials that list a number of high-priced goods or services, followed by some intangible that can't be purchased.

The author of several books, including the forthcoming Malls of America: Shopping for American Culture, Farrell focuses his teaching and scholarship on "the moral ecology of everyday life," asking why Americans behave the way they do. Radio listeners also know him as "Dr. America," weekly commentator on Classical 89.3, the public radio service of St. Olaf College. "Priceless" is available at http://www.newdream.org/column/10.html.

Contact David Gonnerman at 507-786-3315 or gonnermd@stolaf.edu.