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Advertising Progress : American Business and the Rise of Consumer Marketing - Pamela Walker Laird

Advertising Progress

American Business and the Rise of Consumer Marketing

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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.

Well-researched, tightly argued, and lavishly illustrated... Laird's treatment is destined to become the standard one on the history of advertising between the Civil War and the beginning of the 'New Era.'. -- Ferdinando Fasce Reviews in American History What gives the book its considerable depth and explanatory power is the nuanced and comprehensive way in which Laird discusses the shifting contexts of American advertising... A complex, sophisticated analysis of how entrepreneurs and professionals create messages designed to sell goods. -- Daniel Horowitz Journal of American History The strength of this book lies in the depth of evidence Laird offers... [Advertising agents,] Laird argues, deliberately set out to 'create consumers' rather than 'inform customers.'. -- Matthew Hilton Business History

Production as Progress
Marketing Problems and Advertising Methods as America Industrialized
Owner-Manager Control of Advertising
Printers, Advertisers, and Their Products
Advertising Progress as a Measure of Worth
Specialization as Progress
Early Advertising Specialists
Competition and Control: Business Conditions and Marketing Practices
The Competition to Modernize Advertising Services
Consumption as Progress
Taking Advertisements Toward Modernity
Modernity and Success: Legitimatizing the Advertising Profession - I
The Appropriation of Progress: Legitimatizing the Advertising Profession - II
Conclusion: Patrons, Agents, and the New Business of Progress
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780801866456
ISBN-10: 0801866456
Series: Studies in Industry and Society
Audience: Professional
For Ages: 22+ years old
Format: Paperback
Language: English
Number Of Pages: 504
Published: 1st February 2001
Country of Publication: US
Dimensions (cm): 22.86 x 15.88  x 3.18
Weight (kg): 0.7