美国广告文化

     Contents
    Introduction xiii
   Part 1 Historical Overview
    Chapter 1 1492-1880 The Beginnings
    Advertising In the Old World
    The Impact of the Printing Press
    From News-Letters to Newspapers
    SellingtheNewWorld
    From Colony to Nation
    Colonial Advertising
    The Effect of Paper Shortages
    The Impact ofthe Industrial Revolution
    Mass Production Spurs Economic Growth
    The Civil War Fuels a Consumer Economy
    Urbanization Changes the Face of Retailing
    General Merchandisers Pass on Economies of Scale
    The Communicatlons Revolution
    Go West, Young Man
    The Modern Magazine Debuts
    The Advertising Agent: A New Occupation
    Puffery and Patent Medidnes
    Part 11 Early American Advertising
    Chapter 2 1880-1900 Selling the Goods
    A New Role for Advertising
    The Packaging Revolution
    Brand-Name Advantages
    The New Culture of Consumption
    The Selling Style: Hard or Soft?
    Honesty Takes Its Turn
    Slogans and Jingles Catch On
    Trademarks Come to Life
    Pictures Show the Way
    The First National Advertisers
    A Trio of Household Staples
    Try It! You'll Like It!
    Selling Entirely New Products
    Magazines and Agencies
    Magazines Emerge as Advertising Vehicles
    Agencies Widen Their Services
    A New Wave of Design
    Chapter 3 1900-World War 1 The Rise
    of a Consumer Economy
    The Emergmg Consumer Economy
    Big Business Gets Bigger
    Immigrants Flock to America
    Packaging Revolutionizes Mass Retailing
    Chains Link Store After Store
    Advertising Identifies Its Primary Audience
    Turn-of-the-Century Advertising
    The Golden Age of Trademark Advertising
    The Art of Advertising
    Salesmanship in Print
    Print Ads Shift Gears
    The Feminine Point of View Finds a Voice
    image Builds the Emotional Appeal
    The Expansion ofAgency Services
    Advertising and Progress
    America Cleans Up Its Act
    Advertising Revolutionizes the Breakfast Menu
    Getting "Wired" Catches On
    America Hits the Road
    Advertising and World War l
    Part lll Modern American Advertising
    Chapter 4 l920-l929 The Roaring Twenties
    The Prosperous New Era
    The Business of America Is Business
    Retailing Hits Its Stride
    Enjoy Now, Pay Later
    Advertising's Role in Shaping Lifestyles
    Targeting Women
    Discovering Odors
    Creating Shrines of Cleanliness
    Selling the Cigarette Habit
    Selling Color, Style, and Time
    Fashion Takes a Bow
    The American Home Goes Modern
    Automobile Advertising Shifts Gears
    Advertising Hits the Road
    TheVoiceofRadio
    The Look of Modern Advertising
    Chapter 5 l930-l945 The Depression
    and World War ll
    Brother, Can You Spare a Dime?
    The Effects of the Depression
    A New Deal for the Forgotten Man
    A "Hard Sell" for Hard Times
    Advertising Again Goes for the Hard Sell
    Depression-Era Advertising Adopts a New Look
    The Best and Worst Collide
    Consumers Organize
    The MaturingVoice of Radio
    Another New Wave of Design
    Television Enters the Picture
    TheWarYears
    Chapter 6 1945-1960 The Postwar Boom
    The Fabulous Fifties
    Realizing the American Dream
    Keeping Up with the Joneses
    Dressing Up the Automobile
    The Atomic Age
    Don't Rock the Boat
    The Generation Gap Opens Up
    Civil Rights Become an Issue
    New Ways of Selling
    Competing in a Crowded Market
    Tapping into Consumers' Hidden Desires
    Bringing Television to the Masses
    Four Creative Philosophies
    Rosser Reeves-The Hard Sell
    Leo Burnett-"Inherent Drama'
    David Ogilvy-Image and Science
    Bill Bernbach-The "New" Advertising
    Part IV Contemporary American Advertising
    Chapter 7 1960-1975 The Creative Revolution
    The Times They Are A-Changin'
    Power to the People
    A Nation Divided
    The Creative Revolution
    Tune In, Turn On, Drop Out
    The Underground Goes Mainstream
    Inspiration, Intuition, and Creativity
    The "New" Advertising
    Creative Boutiques
    The Loss of Creative Momentum
    Reform Sweeps Madison Avenue
    Minority Groups Demand a Piece of the Pie
    You've Come a Long Way, Baby!
    More Issues Explode Advertising's Dream World
    Chapter 8 1975-l990 From Positioning
    to image Building
    The Late 1970s: Advertising isn't Fun Anymore
    Positioning: The New Game on Madison Avenue
    The Soft Drink Shootout
    The 1980s: Let's Make a Deal
    The Ultraconsumer
    And Now, a Word from Our Sponsor
    Putting a Human Face on Technology
    Global Brands and Global Advertising
    Global Challenges
    The Next Creatlve Revolution
    Image Building
    Sex and Symbolism
    Chapter 9 1990s and Beyond The Media Revolution
    Today's Consumers
    The Money Is in the Middle
    Women Wield Their New Power
    "X" Marks the New Target
    People Don't Die at 49
    Signs of the Times
    The Mlnorlty Marketplace
    The Media Revolution
    The Total Comrnunications Package
    The Printed Page
    The "Noncornmercial" Commercial
    Advertismg On-Line
    Advertising for Today and Tomorrow
    Talking Smart
    Zipping, Zapping, and Channel Surfing
    Recycling Old Campaigns
   Epilogue
   Notes
   Acknowledgments
   Index