Advertising Progress
American Business and the Rise of Consumer Marketing
Published on 16. November 1998
Book
Hardback
506 pages
978-0-8018-5841-3 (ISBN)
Description
Drawing on both business and cultural contexts, the author explores the development of an American phenomenon - professional advertising. She links advertising's rise and transformations to turn-of-the-century changes which affected American society, from the rise of professional specialization to the communications revolution made possible by new technologies. At the heart of the story, Laird finds a fundamental shift from the work of informing customers (telling people what manufacturers had to sell) to creating consumers (persuading people what they needed to buy). She also describes how and why the creators of advertisements laid claim to the notion of progress and used it to legitimate their powerful influence in American business and culture.
Reviews / Votes
The strength of this book lies in the depth of evidence Laird offers . . . [Advertising agents,] Laird argues, deliberately set out to 'create consumers' rather than 'inform customers.'.-Matthew Hilton, Business History Well-researched, tightly argued, and lavishly illustrated . . . Laird's treatment is destined to become the standard one on the history of advertising between the Civil War and the beginning of the 'New Era.'.
-Ferdinando Fasce, Reviews in American History What gives the book its considerable depth and explanatory power is the nuanced and comprehensive way in which Laird discusses the shifting contexts of American advertising . . . A complex, sophisticated analysis of how entrepreneurs and professionals create messages designed to sell goods.
-Daniel Horowitz, Journal of American History
More details
Series
Language
English
Place of publication
Baltimore, MD
United States
Target group
College/higher education
Professional and scholarly
Illustrations
30 s/w Abbildungen
30 Illustrations, black and white
Dimensions
Height: 229 mm
Width: 152 mm
Weight
907 gr
ISBN-13
978-0-8018-5841-3 (9780801858413)
DOI
10.1353/book.72714
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
03/2020
Johns Hopkins University Press
€45.49
Available for download
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03/2020
Johns Hopkins University Press
€68.60
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Book
04/2001
Johns Hopkins University Press
€47.28
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Person
Pamela Walker Laird teaches history at the University of Colorado at Denver.
Content
Part I. Production as Progress
Chapter 1. Marketing Problems and Advertising Methods as America Industrialized
Chapter 2. Owner-Manager Control of Advertising
Chapter 3. Printers, Advertisers, and Their Products
Chapter 4. Advertising Progress as a Measure of Worth
Part II. Specialization as Progress
Chapter 5. Early Advertising Specialists
Chapter 6. Competition and Control: Business Conditions and Marketing Practices
Chapter 7. The Competition to Modernize Advertising Services
Part III. Consumption as Progress
Chapter 8. Taking Advertisements Toward Modernity
Chapter 9. Modernity and Success: Legitimatizing the Advertising Profession - I
Chapter 10. The Appropriation of Progress: Legitimatizing the Advertising Profession - II
Conclusion. Patrons, Agents, and the New Business of Progress
Chapter 1. Marketing Problems and Advertising Methods as America Industrialized
Chapter 2. Owner-Manager Control of Advertising
Chapter 3. Printers, Advertisers, and Their Products
Chapter 4. Advertising Progress as a Measure of Worth
Part II. Specialization as Progress
Chapter 5. Early Advertising Specialists
Chapter 6. Competition and Control: Business Conditions and Marketing Practices
Chapter 7. The Competition to Modernize Advertising Services
Part III. Consumption as Progress
Chapter 8. Taking Advertisements Toward Modernity
Chapter 9. Modernity and Success: Legitimatizing the Advertising Profession - I
Chapter 10. The Appropriation of Progress: Legitimatizing the Advertising Profession - II
Conclusion. Patrons, Agents, and the New Business of Progress