Books

Soap, sex, and cigarettes : a cultural history of American advertising

Author / Creator
Sivulka, Juliann
Available as
Physical
Summary

This work examines how American advertising both mirrors society and creates it. From the first newspaper advertisement in colonial times to today's online viral advertising, the text explores how ...

This work examines how American advertising both mirrors society and creates it. From the first newspaper advertisement in colonial times to today's online viral advertising, the text explores how advertising grew in America, how products and brands were produced and promoted, and how advertisements and agencies reflect and introduce cultural trends and issues. In the second edition, there is now a strong focus on the part played by women in modern advertising, both as consumers and workers in the industry. Discussions have been expanded to include sexuality in advertising, new media, global advertising, and controversial issues. The author has written a new chapter on the last ten years of advertising, what has been called the "Lost Decade," and covers the economics of advertising, the new digital interactive media, and global/international advertising.

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Creator
Juliann Sivulka
Format
Books
Language
English
Publication
  • Second edition
  • Boston, MA : Wadsworth, Cengage Learning, [2012]
  • ©2012
Physical Details
  • xvi, 430 pages : illustrations ; 23 cm
ISBNs
9781111345310, 1111345317, 113331113X, 9781133311133
OCLC
ocn714878884

  • Includes bibliographical references (pages 409-416) and index.

  • Preface -- Part 1: Historical Overview: -- 1: Beginnings: 1492 to 1880 -- Impact of the printing press -- New world -- Colonial enterprise -- Effect of paper shortages -- Impact of the Industrial Revolution -- Mass production spurs economic growth -- Network of railroads -- Communications revolution -- Evolution of modern marketing -- Urbanization changes the face of retailing -- Civil War fuels a consumer economy -- General merchandisers pass on economies of scale -- Mass media and mass markets -- Modern magazine debuts -- Advertising agent: a new occupation -- Puffery and patent medicines -- Part 2: Early American Advertising: -- 2: Selling the goods: 1880 to 1900 -- New culture of consumption -- New role for advertising -- Packaging revolution -- Brand-name advantages -- From hard sell to soft sell -- Honesty takes its turn -- Slogans and jingles catch on -- Trademarks come to life -- New wave of design and new media -- New art and magazines -- Pictures show the way -- Agencies widen their services -- First national advertisers -- Trio of household staples -- Try it! You'll like it! -- Selling entirely new products -- 3: Rise of a consumer economy: 1900 to World War I -- Big business gets bigger -- Emerging consumer economy -- Packaging revolutionizes mass retailing -- Chains link store after store -- Advertising and progress -- America cleans up its act -- Advertising revolutionaries the breakfast menu -- Getting "wired" catches on -- America hits the road -- New ways of selling -- Golden age of trademark advertising -- Agencies widen their services -- Four creative philosophies -- Claude Hopkins-the preemptive claim -- Helen Landsdowne Resor -editorial style -- Earnest Elmo Calkins-the look of the ad -- Theodore MacManus-impressionistic copy -- Advertising and World War I -- Part 3: Modern American Advertising -- 4: Roaring twenties: 1920 to 1929 -- Prosperous new era -- Business of America is business -- Retailing hits its stride -- Roaring twenties -- Fashion, color, and style -- American home goes modern -- Automobile advertising shifts gears -- Advertising hits the road -- Mass media and mass markets -- New media defines new markets -- Modernist influence in print media and advertising design -- Voice of radio -- Two creative philosophies -- Albert Lasker-selling the cigarette habit -- Personality advertising and emotional writing / J Walter Thompson Co --
  • 5: Depression and war years: 1930 to 1945 -- Brother, can you spare a dime? -- Effects of the depression -- New Deal for the forgotten man -- Hard sell for hard times -- Advertising goes for the hard sell again -- Ruthrauff & Ryan-mail-order style -- Consumers organize -- Another wave of new design -- Consumer engineering -- Printed page -- Maturing voice of radio -- Three creative philosophies -- J Stirling Getchell-photojournalism -- Raymond Rubicam-scientific advertising -- Bernice Fitz-Gibbon: be specific-it pays -- 1940s and World War II -- Television enters the picture -- War years -- 6: Postwar boom: 1945 to 1960 -- Fabulous fifties -- Realizing the American dream -- Keeping up with the Joneses -- Dressing up the automobile -- Atomic age -- Don't rock the boat -- Generation gap opens up -- Civil Rights become an issue -- New ways of selling -- Elaboration of market segmentation -- Tapping into consumers' hidden desires -- Explosive growth of television -- Four creative philosophies -- Rosser Reeves-unique selling proposition -- Leo Burnett-inherent drama -- David Ogilvy-image and science -- Bill Bernbach-the "new" advertising -- Part 7: Contemporary American Advertising -- 7: Creative revolution: 1960-1975 -- Times they are a-changin' -- Power to the people -- Nation divided -- Counterculture -- Wave of new design -- Creative revolution in advertising -- New advertising -- Creative boutiques -- Reform sweeps Madison Avenue -- Minority groups demand a piece of the pie -- You've come a long way, baby! -- Regulation concerns -- 8: From positioning to image building: 1975-1990 -- Management, mergers, and mega-agencies -- Emerging new technologies -- Subcultures, market niches, and specialized media -- Subculture influences -- Market niches and new media -- Corporate sponsorship -- Product differentiation and market segmentation -- Al Ries and Jack Trout-positioning -- Comparative advertising -- New creative revolution -- Ultra consumer -- Breaking the mold -- Sex and symbolism -- Three west coast agencies -- 9: Information revolution: 1990 to 1999 -- Advertising in transition -- Challenge in media planning -- Internet, the fastest growing medium for advertising -- Printed page goes digital -- Digital advertising and interactivity -- Elaboration of segmentation -- New women and the new man -- X marks the new target -- Aging population -- Subcultures and niche markets -- Minority marketplace -- Valued interests and causes -- Account planning and creativity -- Part 5: Advertising In The New Millennium --
  • 10: Digital age: since 2000 -- Lost decade -- From boom to bust -- Shrinking American dream -- Elaboration of segmentation -- Women's market and a new focus on men -- New affluent -- Generation Y -- Multicultural marketing -- Media over saturation and branded entertainment -- Consumer empowerment and digital interactive media -- Internet advertising -- Consumer generated content -- Interactive television -- Moblie apps revolutionize advertising -- Three agencies in the multimedia age -- Epilogue -- Notes -- References and further reading -- Index
  • Historical Overview. The beginnings, 1492 to 1880 -- Early American Advertising. Selling the goods, 1880 to 1900 ; The rise of a consumer economy, 1900 to World War I -- Modern American Advertising. The roaring twenties, 1920 to 1929 ; The Depression and war years, 1930 to 1945 ; The postwar boom, 1945 to 1960 -- Contemporary American Advertising. The creative revolution, 1960-1975 ; From positioning to image building, 1975-1990 ; The information revolution, 1990-1999 -- Advertising in the New Millennium. The digital age: since 2000
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