Cover image for Advertising in America : the first two hundred years
Advertising in America : the first two hundred years
Goodrum, Charles A.
Personal Author:
Publication Information:
New York : Harry N. Abrams, 1990.
Physical Description:
288 pages ; 30 cm
Added Author:
Format :


Call Number
Material Type
Home Location
Item Holds
HF5813.U6 G64 1990 Adult Non-Fiction Open Shelf
HF5813.U6 G64 1990 Adult Non-Fiction Central Closed Stacks-Oversize
HF5813.U6 G64 1990 Adult Non-Fiction Oversize

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From the earliest print ads for Ivory soap, Quaker oats and Kodak cameras, to today's ads for Polaroid and Jordache jeans, Advertising in America: the first 200 years presents an illustrated history of print advertising.

Reviews 3

Booklist Review

Advertising both helps set and reflects trends. As a result, it serves as an important barometer of business, culture, and society. Goodrum and Dalrymple have put together this magnificent 200-year history of print advertising in the U.S. They document changes in the way we live, but focus particularly on the role of women in our society. Goodrum's text is filled with fascinating narratives, and the 566 illustrations in the oversize volume are sometimes amusing, sometimes surprising, and always interesting. There is an excellent bibliography, and the detailed index makes this a useful reference book. Although expensive, this book is a worthy acquisition. ~--David Rouse

Publisher's Weekly Review

Goodrum ( Treasures of the Library of Congress ) and Dalrymple, Library of Congress staff member, here announce that they have set out to chart--but not necessarily to debunk--the phenomenon that for 200 years has amused, shamed and seduced us into buying products we may or may not need. Their well-organized, if simplistic, book is an encyclopedia of the print advertising image, with a skeletal timeline delineating influences, styles and techniques, later fleshed out with analyses of why the advertising industry has flourished. The availability of inexpensive paper and the advent of trademarks seem to have served as major catalysts, spawning ad agencies, with their artists and copywriters, and eventually today's corps of market-research mavens. The authors tell of the invention of Ivory soap and the disposable razor blade, the hard-sell, the sex-sell and so on. But then our guides exit much as they entered, remarking on the oddity of their subject: no one is certain of any direct cause-and-effect relation linking ads and sales; ironically, the best ads often do the worst job of selling. (Oct.) (c) Copyright PWxyz, LLC. All rights reserved

Choice Review

An impressive contribution to print advertising history and practice. The authors look at how advertising evolved; how it works; and how it has influenced taste, life-styles, and choices on where to live and what to wear. Sixteen readable, well-written chapters are documented with more than 500 illustrations of print ads (many never before reproduced in book form), representing the first 200 years of advertising in the US. Each exhibit has its own commentary. The first two chapters provide a brief history of the whole topic. Successive chapters focus on a specific kind of product or theme, as reflected in chapter titles: Cereal, Soap and Sex; The Great Names; Cosmetics; Automobiles; Cigarettes; Underwear; Art, Artists and Illustrators; Gender Change; Advertising in the Service of the Community. In addition to providing sources and suggestions for general background reading on the topics covered, the book contains an extensive bibliography of more than 300 references. An attractive companion to The 100 Greatest Advertisements by Julian Lewis Watkins (1949). A must book for all academic, professional, and large public library collections in the social sciences, business, marketing, and advertising. -R. R. Attinson, College of Staten Island, CUNY