Part Ⅰ Historical Overview 1
Chapter 1 1492--1880 The BeginningS 2
Advertising in the Old World 4
The Impact of the Printing Press 5
From News-Letters to Newspapers 6
Se0ling the New World 7
From Colony to Nation 8
Colonial Advertising 9
The Effect of Paper Shortages 12
The Impact of the Industrial Revolution 14
Mass Production Spurs Economic Growth 14
The Civil war Fuels a Consumer Economy 17
Urbanization Changes the Face of Retailing 20
General Merchandisers Pass on Economies of Scale 22
The Communications Revolution 23
Go West, Young Man 24
Extra, Extra, Read All about It! 26
Advertising Gets Creative 30
The Modern Magazine Debuts 33
The Advertising Agent: A New Occupation 34
Puffery and Patent Medicines 36
Part Ⅱ Early American Advertising 43
Chapter 2 1880-1900 Selling the Goods 44
A New Role for Advertising 47
The Packaging Revolution 48
Brand-Name Advantages 51
The New Culture of Consumption 52
The Selling Style: Hard or Soft? 55
Honesty Takes Its Turn 55
Slogans and Jingles Catch On 60
Trademarks Come to Life 62
Pictures Show the Way 65
The First National Advertisers 69
A Trio of Household Staples 70
Try It! You'll Like It! 73
Selling Entirely New Products 77
Magazines and Agencies 80
Magazines Emerge as Advertising Vehicles 82
Agencies Widen Their Services 83
A New Wave of Design 84
Chapter 3 1900-World War I The Rise of a Consumer Economy 90
The Emerging Consumer Economy 92
Big Business Gets Bigger 93
Immigrants Flock to America 94
Packaging Revolutionizes Mass Retailing 94
Chains Link Store After Store 95
Advertising Identifies Its Primary Audience 96
Turn-of-the-Century Advertising 97
The Golden Age of Trademark Advertising 99
The Art of Advertising 101
Salesmanship in Print 107
Print Ads Shift Gears 107
The Feminine Point of View Finds a Voice 110
Image Builds the Emotional Appeal 113
The Expansion of Agency Services 115
Advertising and Progress 117
America Cleans Up Its Act 119
Advertising Revolutionizes the Breakfast Menu 121
Getting "Wired" Catches On 126
America Hits the Road 130
Advertising and World War 134
Part Ⅲ Modern American Advertising 139
Chapter 4 1920-1929 The Roaring TWenties 140
The Prosperous New Era 142
The Business of America Is Business 143
Retailing Hits Its Stride 145
Enjoy Now, Pay Later 148
Advertising's Role in Shaping Lifestyles 148
Targeting Women 150
Discovering Odors 157
Creating Shrines of Cleanliness 163
Selling the Cigarette Habit 166
Selling Color, Style, and Time 169
Fashion Takes a .Bow 169
The American Home Goes Modern 172
Automobile Advertising Shifts Gears 175
Advertising Hits the Road 179
The Voice of Radio 183
The Look of Modern Advertising 186
Chapter 5 1930-1945 The Depression and World War II 192
Brother, Can You Spare a Dime? 195
The Effects of the Depression 195
A New Deal for the Forgotten Man 196
A "Hard Sell" for Hard Times 199
Advertising Again Goes for the Hard Sell 199
Depression--Era Advertising Adopts a New Look 205
The Best and Worst Collide 210
Consumers Organize 214
The Maturing Voice of Radio 219
Another New Wave of Design 223
Television Enters the Picture 230
The War Years 230
Chapter 6 1945-196o The Postwar Boom 238
The Fabulous Fifties 240
Realizing the American Dream 241
Keeping Up with the Joneses 245
Dressing Up the Automobile 248
The Atomic Age 252
Don't Rock the Boat 253
The Generation Gap Opens Up 259
Civil Rights Become an Issue 262
New Ways of Selling 264
Competing in a Crowded Market 265
Tapping into Consumers' Hidden Desires 266
Bringing Television to the Masses 270
Four Creative Philosophies 273
Rosser Reeves-The Hard Sell 275
Leo Burnett-"Inherent Drama" 277
David Ogilvy-Image and Science 279
Bill Bernbach-The "New" Advertising 282
Part Ⅳ Contemporary American Advertising 287
Chapter7 1960-1975 The Creative Revolution 288
The Times They Are A-Changin' 290
Power to the People 291
A Nation Divided 296
The Creative Revolution 298
Tune In, Turn On, Drop Out 299
The Underground Goes Mainstream 301
Inspiration,Intuition. and Creativity 301
The "New" Advertising 302
Creative Boutiques 308
The Loss of Creative Momentum 313
Reform Sweeps Madison Avenue 316
Minority Groups Demand a Piece of the Pie 316
You've Come a Long Way, Baby! 321
More Issues Explode Advertising's Dream World 329
Chapter 8 1975-1990 From Positioning to Image Building 334
The Late 1970s: Advertising Isn't Fun Anymore 337
Positioning: The New Game on Madison Avenue 338
The Soft Drink Shootout 341
The l980s: Let'S Make a Deal 346
The Ultraconsumer 346
And Now a Word, from Our Sponsor 349
Putting a Human Face on Technology 353
Global Brands and Global Advertising 359
Global Challenges 362
The Next Creative Revolution 364
Image Building 366
Sex and Symbolism 372
Chapter 9 1990s and Beyond The Media Revolution 378
Today'S Consumers 381
The Money Is in the Middie 381
Women Weld Their New Power 382
"X" Marks the New Target 387
People Don't Die at 49 394
Signs of the Times 395
The Minority Marketplace 398
The Media Revolution 404
The Total Communications Package 404
The Printed Page 406
The "Noncommercial" Commercial 407
Advertising On-Line 410
Advertising for Today and Tomorrow 414
Talking Smart 415
Zipping, Zapping, and Channel Surfing 418
Recycling Old Campaigns 422
Epilogue 425
Notes 429
Acknowtedgments 436
Index 438