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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.
List of contents
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
About the author
Edd Applegate has taught undergraduate and graduate courses in advertising and mass communications for more than 30 years. He has written extensively about advertising, including several books, numerous chapters and entries for other books and encyclopedias, and several articles for refereed academic journals and conference proceedings.
Summary
In The Rise of Advertising in the United States: A History of Innovation to 1960, Edd 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.
