Research Catalog

Title

Soap, sex, and cigarettes : a cultural history of American advertising / Juliann Sivulka.

Author

Sivulka, Juliann.

Publication

Boston, MA : Wadsworth, Cengage Learning, c2012.

Items in the Library & Off-site

Details

Description

xvi, 430 p. : ill.; 23 cm.

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 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.--

Subjects

• Advertising > United States > History
• Advertising > Social aspects > United States

Bibliography (note)

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

Contents

• Part I. HISTORICAL OVERVIEW: -- 1. The beginnings: 1492 to 1880: -- The impact of the printing press -- The New World: Colonial enterprise; The effect of paper shortages -- Impact of the Industrial Revolution: Mass production spurs economic growth; Network of railroads; The communication revolution -- Evolution of modern marketing: Urbanization changes the face of retailing; The Civil War fuels a consumer economy; General merchandisers pass on economies of scale -- Mass media and mass markets: The modern magazine debuts; The advertising agent: a new occupation -- Puffery and patent medicines.
• Part II. EARLY AMERICAN ADVERTISING: -- 2. Selling the goods: 1880 to 1900: -- The new culture of consumption -- A new role for advertising: The packaging revolution; Brand-name advantage -- 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: The new art and magazines; Pictures show the way; Agencies widen their services -- The first national advertisers: A 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 revolutionizes 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 Lansdowne Resor- editorial style; Earnest Elmo Calkins- the look of the ad; Theodore MacManus- impressionistic copy -- Advertising and World War I.
• Part III. MODERN AMERICAN ADVERTISING: -- 4. The roaring twenties: 1920 to 1929: -- The prosperous new era: The business of America is business; Retailing hits its stride -- Roaring Twenties: Fashion, color, and style; The 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; J. Walter Thompson Co.- personality advertising and emotional writing -- 5. The Depression and war years: 1930 to 1945: -- Brother, can you spare a dime?: The effects of the Depression; A New Deal for the forgotten man -- A '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; The printed page -- The maturing voice of radio -- Three creative philosophies: J. Stirling Getchell- photojournalism; Raymond Rubicam- scientific advertising -- Bernice Fitz-Gibbon: be specific- it pays -- The 1940s and World War II: Television enters the picture; The war years -- 6. The postwar boom: 1945 to 1960: -- The fabulous fifties: Realizing the American dream; Keeping up with the Joneses; Dressing up the automobile -- The atomic age: Don't rock the boat; The generation gap opens up; Civil rights become an issue -- New ways of selling: Elaborations 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 IV. CONTEMPORARY AMERICAN ADVERTISING: -- 7. Creative revolution: 1960-1975: -- The times they are a-changin': Power to the people; A nation divided; Counterculture -- Wave of new design -- Creative revolution in advertising: The '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 -- The new creative revolution: The ultra consumer; Breaking the mold; Sex and symbolism -- Three West Coast agencies -- 9. The information revolution: 1990 to 1999: -- Advertising in transition -- The challenge in media planning -- The internet, the fastest growing medium for advertising: The printed page goes digital; Digital advertising and interactivity -- Elaboration of segmentation: The new woman 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 V. ADVERTISING IN THE NEW MILLENNIUM: -- 10. The digital age: since 2000: -- The lost decade: From boom to bust; Shrinking American dream -- Elaboration of segmentation: The women's market and a new focus on men; The new affluent; Generation Y; Multicultural marketing -- Media oversaturation and branded entertainment -- Consumer empowerment and digital interactive media: Internet advertising; Consumer generated content; Interactive television -- Mobile apps revolutionize advertising -- Three agencies in the multimedia age.

Call Number

JBE 18-444

ISBN

• 9781111345310
• 1111345317
• 113331113X (pbk.)
• 9781133311133 (pbk.)

LCCN

2010939315

OCLC

714878884

Author

Sivulka, Juliann.

Title

Soap, sex, and cigarettes : a cultural history of American advertising / Juliann Sivulka.

Imprint

Boston, MA : Wadsworth, Cengage Learning, c2012.

Edition

2nd ed.

Bibliography

Includes bibliographical references (p. 409-416) and index.

Research Call Number

JBE 18-444