Muutke küpsiste eelistusi

Advertising Progress: American Business and the Rise of Consumer Marketing [Kõva köide]

(University of Colorado at Denver)
  • Formaat: Hardback, 506 pages, kõrgus x laius: 229x152 mm, kaal: 907 g, 30 Illustrations, black and white
  • Sari: Studies in Industry and Society
  • Ilmumisaeg: 16-Nov-1998
  • Kirjastus: Johns Hopkins University Press
  • ISBN-10: 0801858410
  • ISBN-13: 9780801858413
Teised raamatud teemal:
Advertising Progress: American Business and the Rise of Consumer MarketingSuurem pilt
  • Formaat: Hardback, 506 pages, kõrgus x laius: 229x152 mm, kaal: 907 g, 30 Illustrations, black and white
  • Sari: Studies in Industry and Society
  • Ilmumisaeg: 16-Nov-1998
  • Kirjastus: Johns Hopkins University Press
  • ISBN-10: 0801858410
  • ISBN-13: 9780801858413
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9780801858413.html
Drawing on both business and cultural contexts, the author explores the development of an American phenomenon - professional advertising. She links advertising's rise and transformations to turn-of-the-century changes which affected American society, from the rise of professional specialization to the communications revolution made possible by new technologies. At the heart of the story, Laird finds a fundamental shift from the work of informing customers (telling people what manufacturers had to sell) to creating consumers (persuading people what they needed to buy). She also describes how and why the creators of advertisements laid claim to the notion of progress and used it to legitimate their powerful influence in American business and culture.

Arvustused

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 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

List of Illustrations
ix
Preface and Acknowledgments xi
Introduction 1(12)
Part One Production as Progress
Marketing Problems and Advertising Methods as America Industrialized
13(25)
Owner-Manager Control of Advertising
38(19)
Printers, Advertisers, and Their Products
57(44)
Advertising Progress as a Measure of Worth
101(54)
Part Two Specialization as Progress
Early Advertising Specialists
155(28)
Competition and Control: Business Conditions and Marketing Practices
183(27)
The Competition to Modernize Advertising Services
210(39)
Part Three Consumption as Progress
Taking Advertisements toward Modernity
249(55)
Modernity and Success: Legitimating the Advertising Profession-I
304(25)
The Appropriation of Progress: Legitimating the Advertising Profession-II
329(34)
Conclusion: Patrons, Agents, and the New Business of Progress 363(18)
Appendix: Distribution of Advertising Revenue, 1870-1890 381(4)
Abbreviations for Archival Sources 385(2)
Notes 387(66)
Essay on Sources 453(14)
Index 467
Pamela Walker Laird teaches history at the University of Colorado at Denver.