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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.

Table of Contents

  1. Cover
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  1. New Copyright
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  1. Halft Ttle 1
  2. p. i
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  1. Series Page
  2. p. ii
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  1. Title Page
  2. p. iii
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  1. Copyright
  2. p. iv
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  1. Dedication
  2. p. v
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  1. Contents
  2. pp. vii-viii
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  1. List of Illustrations
  2. pp. ix-x
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  1. Preface and Acknowledgments
  2. pp. xi-xiv
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  1. Half Title 2
  2. p. xv
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  1. Introduction
  2. pp. 1-9
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  1. PART One: Production as Progress
  1. Chapter 1. Marketing Problems and Advertising Methods as America Industrialized
  2. pp. 13-37
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  1. Chapter 2. Owner-Manager Control of Advertising
  2. pp. 38-56
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  1. Chapter 3. Printers, Advertisers, and Their Products
  2. pp. 57-100
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  1. Chapter 4. Advertising Progress as a Measure of Worth
  2. pp. 101-150
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  1. PART Two: Specialization as Progress
  1. Chapter 5. Early Advertising Specialists
  2. pp. 155-182
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  1. Chapter 6. Competition and Control: Business Conditions and Marketing Practices
  2. pp. 183-209
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  1. Chapter 7. The Competition to Modernize Advertising Services
  2. pp. 210-246
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  1. PART Three: Consumption as Progress
  1. Chapter 8. Taking Advertisements toward Modernity
  2. pp. 249-303
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  1. Chapter 9. Modernity and Success: Legitimating the Advertising Profession–I
  2. pp. 304-328
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  1. Chapter 10. The Appropriation of Progress: Legitimating the Advertising Profession–II
  2. pp. 329-361
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  1. Conclusion: Patrons, Agents, and the New Business of Progress
  2. pp. 363-380
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  1. Photo 1
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  1. Photo 2
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  1. Photo 3
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  1. Photo 4
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  1. Photo 5
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  1. Photo 6
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  1. Photo 7
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  1. Photo 8
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  1. Appendix: Distribution of Advertising Revenue, 1870–1890
  2. pp. 381-383
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  1. Abbreviations for Archival Sources
  2. pp. 385-386
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  1. Notes
  2. pp. 387-451
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  1. Essay on Sources
  2. pp. 453-465
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  1. Index
  2. pp. 467-479
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Additional Information

ISBN
9781421434193
Related ISBN
9781421434186
MARC Record
OCLC
1137749327
Launched on MUSE
2020-01-30
Language
English
Open Access
Yes
Funder
Mellon/NEH / Hopkins Open Publishing: Encore Editions
Creative Commons
CC-BY-NC-ND
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