Advertising 1920 to 1980s [index]

Acland, Charles R.  Swift Viewing: The Popular Life of Subliminal Influence. Durham: Duke University Press, 2012.

Adams, Edward E., and Rajiv Sekhri.  "Daily Newspaper Advertising Trends During World War II: IRS Tax Rulings and the War Bond Drives."  American Journalism 12:3 (1995): 201-12.

Atwan, Robert, Donald McQuade, and John Wright.  Edsels, Luckies, and Frigidaires: Advertising the American Way.  New York: Delacourt Press, 1979.

Baker, Samm Sinclair.  The Permissible Lie: The Inside Truth About Advertising.  Cleveland: World Publishing, 1968.

Beard, Fred K.  "Hard-Sell 'Killers' and Soft-Sell 'Poets:'  Modern Advertising's Enduring Message Strategy Debate."  Journalism History 30:3 (Fall 2004): 141-149.

Becker, Jane S.  Selling Tradition: Appalachia and the Construction of American Folk, 1930-1940.  Chapel Hill: University of North Carolina Press, 1998.

Beito, D. T.  "The National Pay-Your-Taxes Campaign: Advertising for Political Legitimacy During the Great Depression." Journal of Policy History 2:4 (1990): 388. 

Belasco, Warren, and Philip Scranton, eds.  Food Nations: Selling Taste in Consumer Societies.  New York: Routledge, 2001.

Berolzheimer, Alan Roy.  "A Nation of Consumers: Mass Consumption, Middle Class Standards of Living, and American National Identity, 1910-1950."  PhD dissertation, University of Virginia, 1996.

Blaszczyk, Regina Lee, ed.  Producing Fashion: Commerce, Culture, and Consumers. Philadelphia: University of Pennsylvania Press, 2008.

Brasted, Monica.  “Advertising Success Through Consumption.”  Advertising and Society Review 7:1 (2006).

Brinkley, Sam. Getting Loose: Lifestyle Consumption in the 1970s. Durham: Duke University Press, 2007.

Brown, Bruce.  Images of Family Life in Magazine Advertising, 1920-1978.  New York: Praeger, 1981.

Buxton, Edward.  Promise Them Anything: The Inside Story of a Madison Avenue Power Struggle.  New York: Stein and Day, 1972.

Cardwell, Curt Michael. “NSC 68 and the Foreign Policy of Postwar Prosperity: Political Economy, Consumer Culture, and the Cold War.”  PhD dissertation, Rutgers University, 2006.

Carter, David E.  "The Changing Face of Life's Advertisements, 1950-1966." Journalism Quarterly 46 (Spring 1969): 87-93.

Centanni, Rebecca. "Advertising in Life Magazine and the Encouragement of Suburban Ideals." Advertising & Society Review 12: 3 (2011).

Cohen, Lizabeth.  "The New Deal State and the Making of Citizen Consumers" in Getting and Spending: European and American Consumer Societies in the Twentieth Century, Susan Strasser, et.al., eds.  New York: Cambridge University Press, 1998.

Cohen, Lizabeth.  A Consumers' Republic: The Politics of Mass Consumption in Postwar America.  New York: Random House, 2003.

Copeland, Melvin Thomas.  Principles of Merchandising.  Chicago: A.W. Shaw, 1927.

Craig, Steve.  "Madison Avenue Versus The Feminine Mystique: The Advertising Industry's Response to the Women's Movement." in Disco Divas: Women and Popular Culture in the 1970s, Sherrie A. Inness, ed.  Philadelphia: University of Pennsylvania Press, 2003.

Cross, Gary.  Time and Money: The Making of a Consumer Culture.  New York: Routledge, 1993.

Cross, Gary.  An All-Consuming Century:  Why Commercialism Won Out in Modern America.  New York: Columbia University Press, 2000.

Davis, Joshua C. “Consumer Liberation: Baby Boomers, Hip Businesses, and the Challenge to Mass Consumption, 1968–1983.  PhD dissertation, University of North Carolina, Chapel Hill, 2010.

Della Femina, Jerry.  From Those Wonderful Folks Who Brought You Pearl Harbor: Front-Line Dispatches from the Advertising War.  New York: Simon and Schuster, 1970.

Dione, Jill Francesca. “Body Image: Fashioning the Postwar American.”  PhD dissertation, University of Pittsburgh, 2009.

Dobrow, Larry.  When Advertising Tried Harder: The Sixties, The Golden Age of American Advertising.  New York: Friendly Press, 1984.

Donahue, Kathleen G.  "Conceptualizing the Good Society: The Idea of the Consumer and Modern America."  PhD dissertation, University of Virginia, 1996.

Donahue, Kathleen G.  Freedom from Want: American Liberalism and the Idea of the Consumer. Baltimore: Johns Hopkins University Press, 2003.

Douglas, Mary and Baron Isherwood, The World of Goods: Towards an Anthropology of Consumption. New York: Routledge, 1996.

Durstein, Roy S.  This Advertising Business.  New York: Scribner's, 1928.

Esperdy, Gabrielle.  Modernizing Main Street: Architecture and Consumer Culture in the New Deal.  Chicago: University of Chicago Press, 2008.

Ewen, Stuart, and Elizabeth Ewen.  Channels of Desire: Mass Images and the Shaping of American Consciousness.  New York: McGraw-Hill, 1982.

Fox, Richard W. and Jackson Lears, eds., The Culture of Consumption: Critical Essays in American History 1880-1980. New York: Pantheon, 1983.*

                    This is a clever collection of essays on various aspects of consumer culture in the United States in the last 100 or so years.  The authors try to explain the effects of the rise of advertising and consumerism on other aspects of society, for example literature, political campaigns, and science.  The two most interesting essays are Lears' selection on the rise of the "therapeutic ethos" that emerged in the early 20th century and seemed to offer the solution to all of life's problems via consumption and Christopher P. Wilson's selection on magazine readership and the tendency of editors to view readers as a commodity to sell advertisers rather than a group of like-minded individuals who needed to be informed and entertained.  Other essays discuss consumerism in the writing of Henry James, the "selling" of political candidates, and the "selling" of the space race and "commodity" science. 

Frank, Thomas C.  The Conquest of Cool: Business Culture, Counterculture and the Rise of Hip Consumerism. Chicago: University of Chicago Press, 1997.

Frey, Albert W., and Kenneth R. Davis.  The Advertising Industry.  New York: Association of National Advertisers, 1958.

Friedman, Monroe.  "Brand-Name Use in News Columns of American Newspapers Since 1964."  Journalism Quarterly 63 (1986): 161-66.

Friedman, Monroe.  A 'Brand' New Language: Commercial Influences in Literature and Culture.  Westport, Conn.: Greenwood Press, 1991.

Glatzer, Robert.  The New Advertising: Great Campaigns from Avis to Volkswagen.  Secaucus, NJ: Citadel Press, 1970.

Gold, Philip.  Advertising, Politics and American Culture: From Salesmanship to Therapy.  New York: Paragon House, 1987.

Goldstein, Carolyn M.  Creating Consumers: Home Economists in the Twentieth Century.  Chapel Hill: University of North Carolina Press, 2012.

Goodlad, Lauren M.E., Lilya Kaganovsky, and Robert A. Rushing, eds.  Mad Men, Mad World: Sex, Politics, Style, and the1960s.  Durham: Duke University Press, 2013.

Gordon, Ian.  Comic Strips and Commercial Culture, 1890-1945.  Washington DC: Smithsonian Institution Press, 1998.

Gordon, Leland.  Consumers in Wartime.  New York: Harpers and Brothers, 1943.

Griese, Noel L.  "Rosser Reeves and the 1952 Eisenhower Spot TV Blitz."  Journal of Advertising 4 (1975): 34-38.

Haddow, Robert H.  Pavilions of Plenty: Exhibiting American Culture Abroad in the 1950s.  Washington DC: Smithsonian Institution Press, 1997.

Hambleton, Ronald.  The Branding of America.  Dublin, NH: Yankee Books, 1987.

Harris, Neil.  Cultural Excursions: Marketing Appetites and Cultural Tastes in Modern America.  Chicago: University of Chicago Press, 1990.

Henthorn, Cynthia Lee.  From Submarines to Suburbs: Selling a Better America, 1939–1959.  Athens: Ohio University Press, 2006.

Herzbrun, David J.  Playing the Traffic on Madison Avenue: Tales of Advertising's Golden Years.  New York: McGraw Hill, 1990.

Hill, Daniel D.  As Seen in Vogue:  A Century of American Fashion Advertising.  Lubbock: Texas Tech University Press, 2004.

Hilton, Matthew,  “Consumers and the State since the Second World War.” Annals of the American Academy of Political and Social Science 611 (May 2007): 66-81.

Hirsch, Glenn K.  "Only You Can Prevent Ideological Hegemony: The Advertising Council and Its Place in the American Power Structure," Insurgent Sociologist 5:3 (Spring 1975): 64-82.

Holme, Bryan.  Advertising: Reflections of a Century.  New York, Viking, 1982.

Hubbard, Elbert.  Advertising and Advertisements.  East Aurora, New York: Roycrafters, 1929.

Hurley, Andrew.  Diners, Bowling Alleys, and Trailer Parks: Chasing the American Dream in Postwar Consumer Culture.  New York: Basic Books, 2002.

Hyman, Louis Roland. “Debtor Nation: How Consumer Credit Built Postwar America.”  PhD dissertation, Harvard University, 2007.

Jacobs, Meg.  “Democracy’s Third Estate: New Deal Politics and the Construction of a Consuming Public.”  International Labor and Working Class History 55  (Spring 1999): 27-51.

Jacobs, Meg.  Pocketbook Politics: Economic Citizenship in Twentieth Century America. Princeton: Princeton University Press, 2004.

Jacobs, Thomas. “Consuming Anxieties: Rituals of Acquisition, Collection, and Display in Mid-Twentieth Century American Culture.”  PhD dissertation, New York University, 2007.

Jamieson, Kathleen Hall.  Packaging the Presidency: A History of Criticism of Presidential Campaign Advertising.  3rd ed.  New York: Oxford University Press, 1996.

Jensen, Ric, and Christopher Thomas.  “To What Extent Did American Corporations Publish ‘Brag Ads’ During World War II?”  Advertising and Society Review 10:2 (2009): ??

Kammen, Michael.  "Our Idealism is Practical: Emerging Uses of Tradition in American Consumer Culture." in In the Past Lane: Historical Perspectives on American Culture.  New York: Oxford University Press, 1997.

           American advertisers and marketers increasingly became aware of the commercial value of heritage and tradition, and during this time period attempted to incorporate images of the past into commercial messages.  Kammen examines the rise of George Washington's birthday as not only a national celebration, but a day for widespread inventory reduction sales and heavy advertising, as well as the debate over the sale of "authentic" colonial furniture at Williamsburg.  Discussed in greater detail is the Great Northern Railway's historical expeditions of 1925 and 1926 when company president Ralph Budd created a tour of historical sites and reenactments around the Northwestern United States.   By wrapping themselves in patriotic images and slogans from American history, advertisers are able to "do well by doing good," supposedly promoting appreciation for American tradition and heritage while at the same time making a profit or at least generating goodwill for their businesses.  According to Kammen, businesses can provide a valuable service by funding historical exhibits or documentaries and the preservation of sites, but that these endeavors should refrain from overt commercialization.

Kendall, Frederick C., ed.  The New American Tempo, And other Articles on Modern Advertising and Selling Practice.  New York: Advertising and Selling, 1927.

Lears, Jackson.  "A Matter of Taste: Corporate Cultural Hegemony in a Mass Consumption Society" in Recasting America: Culture and Politics in the Age of Cold War, Lary May, ed.  Chicago: University of Chicago Press, 1989.

Lears, Jackson.  Fables of Abundance: A Cultural History of Advertising in America. New York: Basic Books, 1994.

Lebergot, Stanley.  Pursuing Happiness: American Consumers in the Twentieth Century.  Princeton: Princeton University Press, 1993.

Levinson, Bob.  Bill Bernbach's Book: A History of Advertising that Changed the History of Advertising.  New York: Villard, 1987.

Logemann, Jan.  “Different Paths to Mass Consumption: Consumer Credit in the United States and West Germany during the 1950s and ‘60s.”  Journal of Social History 41:3 (Spring 2008): 525-559.

Lois, George.  The Art of Advertising: George Lois on Mass Communication. New York: Harry Abrams, 1977.

McGovern, Charles.  "Consumption and Citizenship in the United States, 1900-1940" in Getting and Spending: European and American Consumer Societies in the Twentieth Century, Susan Strasser, et.al., eds.  New York: Cambridge University Press, 1998.

McGovern, Charles F.  Sold American: Consumption and Citizenship, 1890–1945.  Chapel Hill: University of North Carolina Press, 2006.

Maddox, Lynda M., and Eric J. Zanot.  "The Image of the Advertising Practitioner as Presented in the Mass Media, 1900-1972." American Journalism 2:2 (1985): 117.

Marchand, Roland.  Advertising the American Dream: Making Way for Modernity, 1920-1940.  Berkeley: University of California Press, 1985.

Marin, Allan, ed.  Fifty Years of Advertising As Seen Through the Eyes of Advertising Age, 1930-1980.  Chicago: Crain, 1980.

Matt, Susan J.  Keeping Up with the Jones: Envy in American Consumer Society, 1890-1930.  Philadelphia: University of Pennsylvania Press, 2002.

Mayer, Martin. Madison Avenue U.S.A.:  New York: Harper, 1958.

Mayer, Martin.  What Ever Happened to Madison Avenue?  Boston: Little, Brown, 1991.

Mayer, Robert R.  "Business as Usual: American Consumer Culture and the Second World War." Ph.D. dissertation, University of Georgia, 1994.

Means, Gardiner C.  “The Consumer and the New Deal.” Annals of the American Academy of Political and Social Science 173 (1934): 7–17.

Meyers, Cynthia B.  "Psychedelics and the Advertising Man: The 1960s Countercultural Creative on Madison Avenue."  Columbia Journal of American Studies 4:1 (2000): 114-127.

Meyers, William.  The Image Makers: Power and Persuasion on Madison Avenue.  New York: Times Books, 1984.

Micheletti, Michele.  Political Virtue and Shopping: Individuals, Consumerism, and Collective Action.  New York: Palgrave, 2003.

Milllman, Nancy.  Emperors of Adland: Inside the Advertising Revolution.  New York: Warner Books, 1988.

Montgomery, Edrene Stephens.  “Bruce Barton and the Twentieth-Century Menace of Unreality.”  PhD dissertation, University of Arkansas, 1984.

Montgomery, Edrene S.  “Bruce Barton’s The Man Nobody Knows: A Popular Advertising Illustration.”  Journal of Popular Culture 19:3 (Winter 1985): 21-34.

Moskowitz, Marina.  Standard of Living: The Measure of Middle Class in Modern America.  Baltimore: Johns Hopkins University Press, 2008.

Naether, Carl A.  Advertising to Women.  New York: Prentice Hall, 1928.

Nelson, Michelle R.  “The Hidden Persuaders: Then and Now.”  Journal of Advertising 37:1 (Spring 2008): 113-126.

Ong Yan, Grace. “Architecture, Advertising, and Corporations, 1929–1959.”  PhD dissertation, University of Pennsylvania, 2010.

O'Geary, James S.  "The Language of Emotion in Televised Political Advertising: Presidential Spots, 1960-1996."  PhD dissertation, University of Oklahoma, 2000.

Ogilvy, David.  Ogilvy on Advertising.  New York: Crown Publishers, 1983.

Olney, Martha.  Buy Now, Pay Later: Advertising, Credit, and Consumer Demand in the 1920s.  Chapel Hill: University of North Carolina Press, 1991.

Paul, Kimberly Ann.  "The More We Know, the More We See: Context and Culture in 1920s Print Advertising."  Ph.D. dissertation, University of Texas, 2001.

Pease, Otis A.  The Responsibilities of American Advertisers: Private Control and Public Influence, 1920-1940. New Haven: Yale University Press, 1958.

Pennock, Pamela E.  Advertising Sin and Sickness: The Politics of Alcohol and Tobacco Marketing, 1950-1990.  DeKalb: Northern Illinois University Press, 2007.

Petrick, Gabriella M., “The Arbiters of Taste: Producers, Consumers, and the Industrialization of Taste in America, 1900–1960” (PhD dissertation, University of Delaware, 2007).

Pfaff, Daniel W.  "Joseph Pulitzer II and Advertising Censorship, 1929-1939."  Journalism Monographs 77 (July 1982).

Pollay, Richard W.  "The Subsiding Sizzle: A Descriptive History of Print Advertising, 1900-1980." Journal of Marketing 49:3 (1985): 24-37.

Pollay, Richard W.  “Thank the Editors for the Buyological Urge: American Magazines and the Promotion of Consumer Culture, 1920-1980.”  In Marketing in the Long Run, eds. Stanley C. Hollander and Terence Nevett.  East Lansing: Michigan State University, 1985.

Pollay, Richard W.  "The Distorted Mirror: Reflections on the Unintended Consequences of Advertising."  Journal of Marketing 50:2 (April 1986): 18-36.

Porter Benson, Susan.  Household Accounts: Working-Class Family Economies in the Interwar United States.  Ithaca: Cornell University Press, 2008.

Reeves, Rosser.  Reality in Advertising.  New York: Villard Books, 1961.

Renouard, Joe.  “The Predicaments of Plenty: Interwar Intellectuals and American Consumerism.”  Journal of American Culture 30:1 (March 2007): 54-67.

Ries, Al, and Laura Ries.  The Fall of Advertising.  New York: Harper Collins, 2002.

Robertson, Helen J.  “Marketing Food, Making Meaning: Themes in Twentieth-Century American Food Advertising.”  PhD dissertation, University of Oklahoma, 2006.

Robbins, Mark W. “Awakening the ‘Forgotten Folk’: Middle Class Consumer Activism in Post–World War I America.”  PhD dissertation, Brown University, 2009.

Ross, S. D.  "Their Rising Voices': A Study of Civil Rights, Social Movements, and Advertising in the New York Times." Journalism and Mass Communication Quarterly 75:3 (1998): 518-534. 

Rothenberg, Randall.  Where the Suckers Moon: The Life and Death of an Advertising Campaign.  New York: Vintage, 1995.

Rowsome, Frank.  They Laughed When I Sat Down: An Informal History of Advertising in Words and Pictures.  New York: McGraw-Hill, 1959.

Ryan, Andrea, Gunnar Trumbull, and Peter Tufano. “A Brief Postwar History of U.S. Consumer Finance.” Business History Review 85 (Autumn 2011): 461–498.

Samuel, Lawrence R.  Brought to You By: Postwar Television and the American Dream.  Austin: University of Texas Press, 2001.

Samuel, Lawrence R. "Thinking Smaller: Bill Bernbach and the Creative Revolution in Advertising of the 1950s." Advertising & Society Review 13: 3 (2012).

Sarch, A.  "Those Dirty Ads! Birth Control Advertising in the 1920s and 1930s." Critical Studies in Mass Communication 14:1 (March 1997): 31-47. 

Schofield, Perry, ed.  100 Top Copywriters and Their Favorite Ads.  New York: Printers' Ink, 1954.

Schultze, Quentin J.  "Manufacturers' Views of National Consumer Advertising, 1910-1915." Journalism Quarterly 60 (1983): 10-15,34.

Seldin, Joseph.  The Golden Fleece: Selling the Good Life to Americans. New York: MacMillan, 1963.

Shanken, Andrew M.  194X: Architecture, Planning, and Consumer Culture on the American Home Front.  Minneapolis: University of Minnesota Press, 2009.

Shanken, Andrew M. “Breaking the Taboo: Architects and Advertising in Depression and War.” Journal of the Society of Architectural Historians 69 (September 2010): 406–429.

Shapiro, Stephen R.  "The Big Sell: Attitudes of Advertising Writers About Their Craft in the 1920s and 1930s."  PhD dissertation, University of Wisconsin, 1969.

Shi, David E.  “Advertising and the Literary Imagination During the Jazz Age.”  Journal of American Culture 2:2 (Summer 1979): 167-175.

Siomopoulos, Anna M.  "Public Daydreams:  Consumer Citizenship and Hollywood Cinema in the 1930s."  Ph D dissertation, University of Chicago, 2003.

Sivulka, Juliann.  “The Fabulous Fifties: Selling Mr. and Mrs. Consumer.”  Advertising and Society Review 9:4 (2008).

Smith, Jane Webb.  Smoke Signals: Cigarettes, Advertising, and the American Way of Life.  Chapel Hill: University of North Carolina Press, 1990.

Smith, Terry.  Making the Modern: Art, Industry, and Design in America.  Chicago: University of Chicago Press, 1994.

Stole, Inger L. "Selling Advertising: The U.S. Advertising Industry and Its Public Relations Activities, 1932-1945." Ph.D. dissertation.  University of Wisconsin- Madison, 1998.

Stanonis, Anthony J., ed.  Dixie Emporium: Tourism, Foodways, and Consumer Culture in the American South.  Athens: University of Georgia Press, 2008.

Strasser, Susan, et. al., eds., Getting and Spending: European and American Consumer Societies in the Twentieth Century. New York: Cambridge University Press, 1998.

Strasser, Susan.  “Making Consumption Conspicuous: Transgressive Topics Go Mainstream.”  Technology and Culture 43: 4 (October 2002): 755-770.

Strasser, Susan, ed.  Commodifying Everything: Relationships of the Market.  New York: Routledge, 2003.

Tedlow, Richard S.  "From Competition to Consumer: The Changing Focus of Federal Regulation of Advertising, 1914-1938." Business History Review 55 (1981): 35-58.

Tipper, Harry, and George French.  Advertising Campaigns.  New York: D. van Nostrand Co., 1928.

Twitchell, James B.  AdCult USA: The Triumph of Advertising in American Culture.  New York: Columbia University Press, 1996.

Turner, E. S.  The Shocking History of Advertising.  New York: Dutton, 1953.

Tyler, Poyntz, ed.  Advertising in America.  New York: H.W. Wilson, 1959.

Viser, Victor J.  “The Use of Children in Magazine Advertising, 1940-1950.” PhD dissertation, Temple University, 1995.

Wachtel, William W.  The Anatomy of a Hidden Persuader.  New York: Vantage Press, 1975.

Ware, Caroline.  The Consumer Goes to War.  New York: Funk and Wagnalls, 1940.

Warlaumont, Hazel G.  Advertising in the 60s: Turncoats, Traditionalists, and Wastemakers in America’s Turbulent Decade.  Westport, Conn.: Praeger, 2001.

Woodward, James P.  "Marketing Modernity: The J. Walter Thompson Company and North American Advertising in Brazil, 1929-1939."  Hispanic American Historical Review 82 (May 2002): 257-90.

Zuckerman, Mary Ellen.  "From Educated Citizen to Educated Consumer: The Good Citizenship and Pro-Advertising Campaigns of the Woman's Home Companion, 1920-1938."  American Periodicals 5 (1995): 86-110.

Zumello, Christine. “The ‘Everything Card’ and Consumer Credit in the United States in the 1960s.” Business History Review 85 (Autumn 2011): 551–575.