Ian Gordon explores how comic strips contributed to the expansion of a mass consumer culture that was increasingly driven by visual images. He details how Gasoline Alley advocated the pleasures of the automobile and how 1920's working girl Winnie Winkle became determined to achieve a middle-class lifestyle. The invention of the comic book in the 1940s also produced a super-licensed Superman, whose girlfriend Lois Lane even went on a shopping spree during a period of wartime rationing.