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, 2001, c1998
- : pbk
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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 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.
目次
Contents: PT. I Production as Progress 1 Marketing Problems and Advertising Methods as America Industrialized 2 Owner-Manager Control of Advertising 3 Printers, Advertisers, and Their Products 4 Advertising Progress as a Measure of Worth PT. II Specialization as Progress 5 Early Advertising Specialists 6 Competition and Control: Business Conditions and Marketing Practices 7 The Competition to Modernize Advertising Services PT. III Consumption as Progress 8 Taking Advertisements Toward Modernity 9 Modernity and Success: Legitimatizing the Advertising Profession - I 10 The Appropriation of Progress: Legitimatizing the Advertising Profession - II Conclusion: Patrons, Agents, and the New Business of Progress
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