Advertising Progress: American Business and the Rise of Consumer Marketing

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JHU Press, Jan 26, 2001 - Business & Economics - 504 pages
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Drawing on both documentary and pictorial evidence, Pamela Walker Laird explores the modernization of American advertising to 1920. She links its rise and transformation to changes that affected American society and business alike, including the rise of professional specialization and the communications revolution that new technologies made possible. Laird finds a fundamental shift in the kinds of people who created advertisements and their relationships to the firms that advertised. Advertising evolved from the work of informing customers (telling people what manufacturers had to sell) to creating consumers (persuading people that they needed to buy). Through this story, Laird shows how and why—in the intense competitions for both markets and cultural authority—the creators of advertisements laid claim to "progress" and used it to legitimate their places in American business and culture.

  

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Contents

Part
11
Specialization as Progress
155
Marketing Practices
183
Taking Advertisements toward Modernity 249
304
Patrons Agents and the New Business of Progress
363
Distribution of Advertising Revenue 18701890
381
Essay on Sources
453
Copyright

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Page 465 - The Concept of Cultural Hegemony: Problems and Possibilities," American Historical Review 90 (June 1985): 567-93; and Antonio Gramsci, Selections from the Prison Notebooks, ed.

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About the author (2001)

Pamela Walker Laird teaches history at the University of Colorado at Denver.

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