Advertising at war : business, consumers, and government in the 1940s
Author(s)
Bibliographic Information
Advertising at war : business, consumers, and government in the 1940s
（The history of communication）
University of Illinois Press, c2012
- : pbk
- : hbk
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Note
Includes bibliographical references and index
Contents of Works
- Prelude to war
- Advertising navigates the defense economy
- The initial year of the Advertising Council
- The consumer movement's return
- Advertising, Washington, and the renamed War Advertising Council
- The increasing role of the War Advertising Council
- Peace and the reconversion of the Advertising Council
Description and Table of Contents
Description
Advertising at War challenges the notion that advertising disappeared as a political issue in the United States in 1938 with the passage of the Wheeler-Lea Amendment to the Federal Trade Commission Act, the result of more than a decade of campaigning to regulate the advertising industry. Inger L. Stole suggests that the war experience, even more than the legislative battles of the 1930s, defined the role of advertising in U.S. postwar political economy and the nation's cultural firmament. She argues that Washington and Madison Avenue were soon working in tandem with the creation of the Advertising Council in 1942, a joint effort established by the Office of War Information, the Association of National Advertisers, and the American Association of Advertising Agencies. Using archival sources, newspapers accounts, and trade publications, Stole demonstrates that the war elevated and magnified the seeming contradictions of advertising and allowed critics of these practices one final opportunity to corral and regulate the institution of advertising. Exploring how New Dealers and consumer advocates such as the Consumers Union battled the advertising industry, Advertising at War traces the debate over two basic policy questions: whether advertising should continue to be a tax-deductible business expense during the war, and whether the government should require effective standards and labeling for consumer products, which would render most advertising irrelevant. Ultimately the postwar climate of political intolerance and reverence for free enterprise quashed critical investigations into the advertising industry. While advertising could be criticized or lampooned, the institution itself became inviolable.
Table of Contents
List of Illustrations vi
Acknowledgments vii
Introduction 1 Chapter 1. Prelude to War 17
Chapter 2. Advertising Navigates the Defense Economy 35
Chapter 3. The Initial Year of the Advertising Council 56
Chapter 4. The Consumer Movement's Return 71
Chapter 5. Advertising, Washington, and the Renamed War Advertising Council 94
Chapter 6. The Increasing Role of the War Advertising Council 121
Chapter 7. Peace and the Reconversion of the Advertising Council 153
Epilogue 176 Notes 189
Index 255
by "Nielsen BookData"
