{"product_id":"advertising-progress-9781421434179","title":"Advertising Progress","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eSelected by Choice Magazine as an Outstanding Academic TitleOriginally published in 1998. Drawing on both documentary and pictorial evidence, Pamela Walker Laird explores the modernization of American advertising to 1920. She links its rise and transformation to changes that affected American society and business alike, including the rise of professional specialization and the communications revolution that new technologies made possible. Laird finds a fundamental shift in the kinds of people who created advertisements and their relationships to the firms that advertised. Advertising evolved from the work of informing customers (telling people what manufacturers had to sell) to creating consumers (persuading people that they needed to buy). Through this story, Laird shows how and whyin the intense competitions for both markets and cultural authoritythe creators of advertisements laid claim to progress and used it to legitimate their places in American business and culture.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eThe strength of this book lies in the depth of evidence Laird offers . . . [Advertising agents,] Laird argues, deliberately set out to 'create consumers' rather than 'inform customers.'.\u003cbr\u003e—Matthew Hilton, \u003ci\u003eBusiness History\u003c\/i\u003e\u003cbr\u003eWell-researched, tightly argued, and lavishly illustrated . . . Laird's treatment is destined to become the standard one on the history of advertising between the Civil War and the beginning of the 'New Era.'.\u003cbr\u003e—Ferdinando Fasce, \u003ci\u003eReviews in American History\u003c\/i\u003e\u003cbr\u003eWhat gives the book its considerable depth and explanatory power is the nuanced and comprehensive way in which Laird discusses the shifting contexts of American advertising . . . A complex, sophisticated analysis of how entrepreneurs and professionals create messages designed to sell goods.\u003cbr\u003e—Daniel Horowitz, \u003ci\u003eJournal of American History\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003ePart I. Production as Progress\u003c\/b\u003e\u003cbr\u003eChapter\u003cb\u003e \u003c\/b\u003e1. Marketing Problems and Advertising Methods as America Industrialized\u003cbr\u003eChapter 2. Owner-Manager Control of Advertising\u003cbr\u003eChapter 3. Printers, Advertisers, and Their Products\u003cbr\u003eChapter 4. Advertising Progress as a Measure of Worth\u003cbr\u003e\u003cb\u003ePart II.\u003c\/b\u003e \u003cb\u003eSpecialization as Progress\u003c\/b\u003e\u003cbr\u003eChapter\u003cb\u003e \u003c\/b\u003e5. Early Advertising Specialists\u003cbr\u003eChapter 6. Competition and Control: Business Conditions and Marketing Practices\u003cbr\u003eChapter 7. The Competition to Modernize Advertising Services\u003cbr\u003e\u003cb\u003ePart III. Consumption as Progress\u003c\/b\u003e\u003cbr\u003eChapter\u003cb\u003e \u003c\/b\u003e8. Taking Advertisements Toward Modernity\u003cbr\u003eChapter 9. Modernity and Success: Legitimatizing the Advertising Profession - I\u003cbr\u003eChapter 10. The Appropriation of Progress: Legitimatizing the Advertising Profession - II\u003cbr\u003eConclusion. Patrons, Agents, and the New Business of Progress\u003c\/p\u003e","brand":"Johns Hopkins University Press","offers":[{"title":"Default Title","offer_id":49408134119767,"sku":"9781421434179","price":999.99,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/advertising-progress-9781421434179","provider":"Book Curl","version":"1.0","type":"link"}