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
Pamela Walker Laird teaches history at the University of Colorado at Denver.
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
 |
Ask a Question About this Product More... |
|
