The rise of advertising in the United States : a history of innovation to 1960


The rise of advertising in the United States : a history of innovation to 1960

Edd Applegate

Scarecrow Press, 2012

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Bibliography: p. 175-183

Includes index



In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising "went professional." In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America's first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a novel, ever-changing form of communication include: * P. T. Barnum, master of the advertising "gimmick" * Lydia Pinkham, queen of the patent medicine cure * John Wanamaker, progenitor of modern retail advertising * Albert Lasker, the formulator of "reason why" advertising * Stanley Resor, the consummate market researcher * Elliott White Springs, the groundbreaking purveyor of the sexual innuendo Applegate records the achievements of these individuals and others up until 1960, when advertising underwent a remarkable change, becoming a post-war subject of study and scholarship in America's colleges and universities. Written for those interested in learning about a select group of movers and shakers in this key area of American business, The Rise of Advertising in the United States should appeal to anyone interested in American business history.


Dedication Acknowledgments Introduction Chapter 1. Colonial America and Advertising Chapter 2. The First Advertising Agents in the United States Chapter 3. P.T. Barnum and His Influence on Advertising Chapter 4. Lydia Pinkham and Her Vegetable Compound: The Advertising of a Patent Medicine Chapter 5. John Wanamaker and Retail Advertising Chapter 6. Albert Lasker and the Lord & Thomas Advertising Agency's Influence on Advertising Chapter 7. The Rise of Procter & Gamble and the Advertising of Ivory Soap Chapter 8. Elliott White Springs and the mid-1900s Advertising Campaign for the Springs Cotton Mills Chapter 9. Stanley B. Resor and the J. Walter Thompson Company: 1908-1961 Chapter 10. The Development of Advertising Education in the United States: A Brief History Selected Bibliography Index About the Author

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