Advertising progress : American business and the rise of consumer marketing
著者
書誌事項
Advertising progress : American business and the rise of consumer marketing
（Studies in industry and society）
The Johns Hopkins University Press, 1998
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注記
Includes bibliographical references (p. [387]-451) and index
内容説明・目次
内容説明
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.
目次
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
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