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This
note points to selected resources on the advertising sector.
It covers -
- bibliographies
- impact
- products
- genres
and technologies
- the
industry
- Corporate
Histories
- Public
Relations
- Market
research
- Politics
Bibliographies
For a somewhat dated buy still valuable introduction to
resources see Richard Pollay's Information Sources
in Advertising History (Westport: Greenwood 1979).
impact
Useful starting points are The Mirror Makers: a history
of American advertising and its creators (New York:
Vintage 1984) by Stephen Fox, Advertising the American
Dream: Making Way for Modernity - 1920-1940, Berkeley:
Uni of California Press 1986) and Creating the Corporate
Soul: The Rise of Public Relations and Corporate Imagery
in American Big Business (Berkeley: Uni of California
Press 1998) by Roland Marchand, Advertising in America:
the first 200 years (New York: Abrams 1990) by Charles
Goodrum & Helen Dalrymple and Advertising in Britain:
A History (London: Heinemann 1982) by Terence Nevett
and Advertising and the Transformation of American
Society, 1865-1920 (New York: Greenwood 1990) by James
Norris.
Insights are offered by T. Jackson Lears' Fables of
abundance: a cultural history of advertising in America
(New York: Basic 1994) and The Culture of Consumption:
Critical Essays in American History, 1880-1980 (New
York: Pantheon 1983) edited by Lears & Richard Fox,
William Bird's 'Better Living': Advertising, Media,
and the New Vocabulary of Business Leadership, 1935-1955
(Evanston: Northwestern Uni Press 1999) and Elizabeth
Fones-Wolf's Selling Free Enterprise: The Business
Assault on Labor and Liberalism, 1945-60 ( Champaign:
Uni of Illinois Press 1994).
For beauty and consumer complicity see Victor Margolin's
The Promise & the Product (New York: Macmillan
1979), Kathy Peiss' Hope in a jar: The making of America's
beauty culture (New York: Metropolitan 1998) and Michael
Schudson's Advertising, the Uneasy Persuasion: Its
Dubious Impact on American Society (New York: Basic
1986)
products
Lori Loeb's Consuming Angels: Advertising and Victorian
Women (Oxford: Oxford Uni Press 1994) and Thomas Richards'
The Commodity Culture of Victorian England: Advertising
and Spectacle, 1851-1914 (Stanford: Stanford Uni Press
1990) provide an historical perspective.
For soap and cleaning products see
Vincent
Vinikas Soft Soap, Hard Sell: American hygiene in
an age of advertisement (Ames: Iowa State Uni Press
1992)
Juliann Sivulka
Soap, Sex & Cigarettes: a cultural history of
American advertising (Belmont : Wadsworth 1998)
For
tobacco see in particular
Simon
Chapman Great Expectorations: Advertising and the
Tobacco Industry (London: Comedia 1986)
D. Kirk Davidson Selling Sin: The Marketing of Socially
Unacceptable Products (Westport: Greenwood 1996)
Thomas Whiteside Selling Death: Cigarette Advertising
& Public Health (New York: Liveright 1971)
There
is much of value in broader studies such as Richard Kluger's
Ashes to Ashes: America's Hundred-Year Cigarette War,
The Public Health & The Unabashed Triumph of Phillip Morris
(New York: Knopf 96) and Phillip Hilts' Smokescreen:
The Truth Behind the Tobacco Industry Cover Up (Reading
: Addison Wesley 1996)
The Medicine and Madison Avenue exhibition
examines "the complex relationship between modern medicine
and modern advertising."
For food see Laura Shapiro Perfection Salad: women
and cooking at the turn of the century (New York:
Farrar Straus Giroux 1986).
genres and technologies
James Fraser The American Billboard: 100 Years
(New York: Abrams 1991)
Robert Jay
The Trade Card in Nineteenth-Century America (Columbia:
Uni of Missouri Press 1987)
Robert
Sobieszek The Art Of Persuasion: A History of Advertising
Photography (New York: Abrams 1988)
Michael
Thibodeau & Jane Martin Smoke Gets in Your Eyes:
A Fine Blend of Cigarette Packaging, Branding and Design
(New York: Abbeville Press 2000)
Ellen Garvey The Adman in the Parlor: Magazines and
the Gendering of Consumer Culture, 1880s to 1910s
(New York: Oxford Uni 1996)
the industry
Karen Stabiner's somewhat breathless Inventing Desire:
Inside Chiat/Day: The Hottest Shop, the Coolest Players,
the Big Business of Advertising (New York: Simon &
Schuster 1993) complements the image-oriented Chiat/Day:
The First Twenty Years (New York: Rizzoli 1990) by
Stephen Kessler. For Jerry Della Femina see his From
Those Wonderful Folks Who Gave You Pearl Harbor (New
York: Simon & Schuster 1970).
Other works include Robert Atwan's Edsels, Luckies,
and Frigidaires: advertising the American way (New
York: Dell 1979), Bryan
Holme's Advertising: Reflections of a Century (New
York: Viking 1982) and Pamela Laird's Advertising progress:
American business and the rise of consumer marketing
(Baltimore: Johns Hopkins Uni Press 1998)
The enthusiasm of Edgar Jones' Those Were the Good
Old Days: a happy look at American advertising, 1880-1930
(New York: Simon and Schuster 1959) is questioned in The
Adman in the Parlor: Magazines and the Gendering of Consumer
Culture, 1880s to 1910s (New York: Oxford Uni Press
1996) by Ellen Garvey, Consumer Markets and Consumer
Magazines: Black America and the Culture of Consumption,
1920-1960 (Uni of Iowa Press 1991) by DE Brooks and
Images of family life in magazine advertising: 1920-1978
(New York: Praeger 1981) by BW Brown and William H. Whyte
Jr.'s Is Anybody Listening? How and Why U.S.
Business Fumbles When It Talks with Human Beings
(New York: Simon & Schuster 1952)
Marchand's influence is evident in Advertising to the
American Woman, 1900-1999 (Columbus: Ohio State Uni
Press 2002) by Daniel Hill, complemented by How It
Was in Advertising, 1776-1976: compiled by the editors
of Advertising Age (Chicago: Crain 1976)
Jaemin Jung Foreign Direct Investment by Transnational
Advertising Agencies: Analysis of Merger & Acquisition
and Joint Venture Activities (PDF)
is of notable value.
Biographies and Corporate Histories
Stewart
Alter Truth Well Told: McCann-Erickson and the pioneering
of global advertising (New York: McCann-Erickson Worldwide
1995)
For Ayer see Ralph Hower's The History of an Advertising
Agency (Cambridge: Harvard Uni Press 1939). Bob
Levenson's Bill Bernbach's Book: A History of the Advertising
That Changed the History of Advertising (New York:
Villard 1987) is a promo for BBDO. Richard Morgan gives
a somewhat jaundiced view of JWT in J Walter Takeover:
From Divine Right to Common Stock (Homewood: Dow Jones-Irwin
1991).
Public Relations
Edward
Bernays' Biography of an Idea: Memoirs of a Public
Relations Counsel (New York: Simon & Schuster
1965) and The Engineering of Consent (Norman :
Uni of Oklahoma Press 55) are of particular interest,
usefully supplemented by Larry Tye's The father of
spin - Edward L. Bernays & The birth of public relations
(New York: Crown 1998)
Richard Tedlow's Keeping the Corporate Image: Public
Relations & Business, 1900-1950 (Greenwich: JAI
Press 1979) less rigorous, as is The Unseen Power:
Public Relations. A History (Erlbaum: Hillsdale 1994)
by Scott Cutlip and PR! The Social History of Spin
(New York: Basic 1996) by Stuart Ewen.
For H&K see The voice of business. Hill & Knowlton
and postwar public relations (Chapel Hill: Uni of
North Carolina Press 1998) by Karen Miller and Power
house: Robert Keith Gray and the selling of access and
influence in Washington (New York: St Martins 1992)
by Susan Trento.
Market research
Two points of entry into the literature on MR are Daniel
Robinson's The Measure of Democracy: Polling,
Market Research, and Public Life 1930-1945 (Toronto:
Uni of Toronto Press 1999) and Jean Converse's Survey
Research in the United States: Roots and Emergence 1890-1960
(Berkeley: Uni of California Press 1986)
Politics
See in particular K. H. Jamieson's Packaging the Presidency:
Presidential Campaign Advertising (New York: Oxford
Uni Press 1984).
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