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

Introduction
1
Marketing Problems and Advertising Methods as America
13
1
20
The Great Remedy lithograph 1862
61
Two Magicians advertisement for the Chicago Pneumatic Tool Co
77
Advertising Progress as a Measure of Worth
101
booklet 1903
131
wood 1886
143
Business Conditions
183
The Competition to Modernize Advertising Services
210
1901
217
Legitimating
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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References to this book

Ethnography at Work
Brian Moeran
No preview available - 2006
The Populist Vision
Charles Postel
Limited preview - 2007
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About the author (2001)

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

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