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Ready to Believe: How American Business Came to Faith in Advertising
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Ready to Believe: How American Business Came to Faith in Advertising. |
| 개인저자 | Story, Daniel. |
| 단체저자명 | Indiana University. History. |
| 발행사항 | [S.l.]: Indiana University., 2019. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2019. |
| 형태사항 | 252 p. |
| 기본자료 저록 | Dissertations Abstracts International 81-03A. Dissertation Abstract International |
| ISBN | 9781085650717 |
| 학위논문주기 | Thesis (Ph.D.)--Indiana University, 2019. |
| 일반주기 |
Source: Dissertations Abstracts International, Volume: 81-03, Section: A.
Advisor: Sandweiss, Eric. |
| 이용제한사항 | This item must not be sold to any third party vendors. |
| 요약 | This dissertation explores how, in the nineteenth and early twentieth centuries, ad agents and publishers sold American business on advertising. It argues that this process was not as inevitable as it has since appeared. For most of the nineteenth century, even as the ad industry emerged and grew, resistance among a variety of industries persisted on both moral and economic grounds. Since advertising's promoters could not emphatically prove that advertising worked, they were forced to develop conceptual arguments aimed at bolstering confidence in advertising. In the nineteenth century, they did this primarily by appealing, on the one hand, to the pressures of competition and, on the other, to stories of advertising success. But when the economy began the shift toward big business near the end of the century, these arguments became increasingly ill-fitting to the new scale and complexity that emerged. In these years, a surprising mix of socialist and capitalist voices called advertising into question-if unrestrained competition gave birth to advertising, then combination and coordination would bring its decline, they argued. Responding to this threat was a range of prominent ad industry leaders together with a handful of visionary advertisers who gradually helped resolve these tensions by fitting the modes and conceptions of advertising to the new corporate landscape. By the 1910s and 1920s, the industry, led, above all, by the innovative firm of J. Walter Thompson Company, shifted to the ostensibly surer footing of research and data-driven campaign design, but even these quantitative measures could only tell and predict so much. By the close of the 1920s, advertisers were set on an unrelenting chase for more and better consumer data, a shift that echoes directly in present-day debates over data privacy and consumer tracking. |
| 일반주제명 | American history. Marketing. Business administration. |
| 언어 | 영어 |
| 바로가기 | 
: 이 자료의 원문은 한국교육학술정보원에서 제공합니다. |
