In this Book
- Advertising Progress: American Business and the Rise of Consumer Marketing
- Book
- 2020
- Published by: Johns Hopkins University Press
- Series: Studies in Industry and Society
- Funder: Mellon/NEH / Hopkins Open Publishing: Encore Editions
- Program:
-
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

summary
Selected by Choice Magazine as an Outstanding Academic TitleOriginally 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.
Table of Contents


- Half Title
- p. i
- Series Page
- p. ii
- Title Page
- p. iii
- Dedication
- pp. v-vi
- List of Illustrations
- pp. ix-x
- Preface and Acknowledgments
- pp. xi-xiv
- Introduction
- pp. 1-10
- PART One: Production as Progress
- pp. 11-12
- PART Two: Specialization as Progress
- pp. 155-156
- 5. Early Advertising Specialists
- pp. 157-182
- PART Three: Consumption as Progress
- pp. 247-248
- 8. Taking Advertisements toward Modernity
- pp. 249-303
- Abbreviations for Archival Sources
- pp. 385-386
- Essay on Sources
- pp. 453-465
- Color Plates
Additional Information
ISBN
9781421434193
Related ISBN(s)
9780801858413, 9780801866456, 9781421434179, 9781421434186
MARC Record
OCLC
1137749327
Pages
506
Launched on MUSE
2020-01-30
Language
English
Open Access
Yes
Creative Commons
CC-BY-NC-ND