Laird Advertising Progress

American Business and the Rise of Consumer Marketing
Erscheinungsjahr 2020
ISBN: 978-1-4214-3418-6
Verlag: Johns Hopkins University Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, Band 14, 0 Seiten, Format (B × H): 152 mm x 229 mm

Reihe: Studies in Industry and Society

Selected by Choice Magazine as an Outstanding Academic Title

Originally published in 1998. 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.

Autoren/Hrsg.

Laird, Pamela Walker

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften Werbung & Gesellschaft
• Geisteswissenschaften Geschichtswissenschaft Geschichtliche Themen Wirtschaftsgeschichte
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftsgeschichte
• Geisteswissenschaften Geschichtswissenschaft Weltgeschichte & Geschichte einzelner Länder und Gebietsräume Geschichte einzelner Länder Amerikanische Geschichte
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften Mediengeschichte
• Geisteswissenschaften Geschichtswissenschaft Geschichtliche Themen Mentalitäts- und Sozialgeschichte

Inhaltsverzeichnis

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

Über Autor(innen)

Laird, Pamela Walker
Pamela Walker Laird teaches history at the University of Colorado at Denver.

Pamela Walker Laird teaches history at the University of Colorado at Denver.