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The Rise of Advertising in the United States: A History of Innovation to 1960, by Edd Applegate
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In this unique work of scholarship, Edd Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional.” In The Rise of Advertising in the United States: A History of Innovation to 1960, Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers. This entrepreneurial class of new white-collar professionals thrived on innovation in the quest for more publicity, larger clients, and greater sales. Some of the thought-leaders in what remained a novel, ever-changing form of communication include:
• P. T. Barnum, master of the advertising “gimmick”
• Lydia Pinkham, queen of the patent medicine cure
• John Wanamaker, progenitor of modern retail advertising
• Albert Lasker, the formulator of “reason why” advertising
• Stanley Resor, the consummate market researcher
• Elliott White Springs, the groundbreaking purveyor of the sexual innuendo
Applegate records the achievements of these individuals and others up until 1960, when advertising underwent a remarkable change, becoming a post-war subject of study and scholarship in America’s colleges and universities. Written for those interested in learning about a select group of movers and shakers in this key area of American business, The Rise of Advertising in the United States should appeal to anyone interested in American business history.
- Sales Rank: #3313838 in Books
- Brand: Brand: Scarecrow Press
- Published on: 2012-08-17
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .80" w x 6.22" l, .97 pounds
- Binding: Hardcover
- 210 pages
- Used Book in Good Condition
Review
Advertising is as American as apple pie, dating back to the 17th century and the arrival of the first printing presses in the American colonies, as Applegate (advertising and mass communications, Middle Tennessee State Univ.) recounts in this book. He notes that handbills, newspapers, and Benjamin Franklin's own Pennsylvania Gazette gave advertisers a means to reach potential customers. The emergence of advertising agents in the 1800s made advertising more effective, helping businesses to write and format ads. Applegate describes products and stores that soon became household names--the power brands of their day. One of the first, Lydia Pinkham's Vegetable Compound, became the "surest remedy for the painful ills and disorders suffered by women everywhere." John Wanamaker used advertising to turn his Philadelphia men's clothing store into the largest department store of its kind in 1876, advertising "whole suits for three dollars." As advertising grew, so did the nation's manufacturers and merchandisers, including soap maker Procter & Gamble, known for its "soap that floats." By the 1900s, advertisers agreed that "sex sells." In the final chapter, Applegate traces the history of how advertising became a subject taught in US colleges and universities. Summing Up: Recommended. (CHOICE)
In The Rise of Advertising in the United States: A History of Innovation to 1960, Edd Applegate traces how the explosion of newspapers in the American colonies laid the groundwork for the first advertising agents, leading to America’s first class of professional marketers. From the sensational antics of P.T. Barnum to the retail marketing magic of John Wanamaker, Applegate surveys the key figures and events that transformed the American business landscape from its colonial beginnings to that Mad Men moment when advertising “went professional."
About the Author
Edd Applegate has taught undergraduate and graduate courses in advertising and mass communications for more than thirty years. He has written extensively about advertising, including several books, numerous chapters and entries for other books and encyclopedias, and several articles for refereed academic journals and conference proceedings.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Fascinating account about "the greats" of advertising ...
By Ralphie Thom
Edd's book is a fascinating account about the advertising industry.
How Ben Franklin started newspaper advertising.
How PT Barnum perfected the outrageous "can't be ignored" pitch.
How John Wannamaker was the first to run a full-page newspaper ad.
I really enjoyed this book since it gives me a leg up on the average person in marketing. Heck ... it's one thing to understand advertising. It's something else to be able to do it. And it's even more impressive when you know how it all got started.
So if you're looking for an in-depth account about the history of advertising, then this book is for you.
But a warning:
Edd doesn't spoon-feed it to you. Rather, his writing style makes you think and use your brain, which I happen to enjoy. But many may not.
That said, I enjoyed Edd's book so much, I even did an interview with him, which you can find posted on my website.
That's because I wanted Edd to clarify a few questions I had. So if you're at all interested in what Edd told me, then journey on over to my website. Click on the "resources" tab. And enjoy our interview.
2 of 2 people found the following review helpful.
Stilted Writing
By Charles B. Scholz
Applegate give us interesting information about famous figures in advertising but his writing style is so awkward at times that it's almost painful to read. This book needs a good editor.
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