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The Rise of Advertising in the United States
A History of Innovation to 1960
Authors:
Publisher:
2012
Summary
In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional.” In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a novel, ever-changing form of communication include:
• P. T. Barnum, master of the advertising “gimmick”
• Lydia Pinkham, queen of the patent medicine cure
• John Wanamaker, progenitor of modern retail advertising
• Albert Lasker, the formulator of “reason why” advertising
• Stanley Resor, the consummate market researcher
• Elliott White Springs, the groundbreaking purveyor of the sexual innuendo
Applegate records the achievements of these individuals and others up until 1960, when advertising underwent a remarkable change, becoming a post-war subject of study and scholarship in America’s colleges and universities. Written for those interested in learning about a select group of movers and shakers in this key area of American business, The Rise of Advertising in the United States should appeal to anyone interested in American business history.
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Bibliographic data
Copyright year
2012
ISBN-Print
978-0-8108-8406-9
ISBN-Online
978-0-8108-8407-6
Publisher
Rowman & Littlefield, Lanham
Language
English
Pages
198
Product type
Book Titles
Table of contents
ChapterPages
Contents No access
Acknowledgments No access
Introduction No access
1 Colonial America and Advertising No access Pages 1 - 28
2 The First Advertising Agents in the United States No access Pages 29 - 44
3 P. T. Barnum and His Influence on Advertising No access Pages 45 - 58
4 Lydia Pinkham and Her Vegetable Compound: The Advertising of a Patent Medicine No access Pages 59 - 70
5 John Wanamaker and Retail Advertising No access Pages 71 - 84
6 Albert Lasker and the Lord & Thomas Advertising Agency’s Influence on Advertising No access Pages 85 - 98
7 The Rise of Procter & Gamble and the Advertising of Ivory Soap No access Pages 99 - 118
8 Elliott White Springs and the Mid-Twentieth-Century Advertising Campaign for the Springs Cotton Mills No access Pages 119 - 132
9 Stanley B. Resor and the J. Walter Thompson Company: 1908–1961 No access Pages 133 - 148
10 The Development of Advertising Education in the United States: A Brief History No access Pages 149 - 174
