| アメリカの広告業は19世紀前半より新聞広告を中心に始まり、1840年代には初めての広告代理店がフィラデルフィアで開業、1860年初頭に既に20以上の代理店がニューヨークだけでも存在したと言われています。19世紀後半には、ハーパーズ、ヴァニティー・フェア、レイディーズ・ホーム・ジャーナルなどの雑誌が次々と創刊され、全米市場に流通するこれらの媒体を得た広告業も飛躍的にも発展します。一方、大衆・消費文化の隆盛とともに、デパートなど小売業者も広告を重視し、シアーズ社や米国近代広告の父と称されるワナメイカー社主ジョン・ワナメイカーなどが、新聞の全面広告やダイレクト・メイルを積極的に利用し、事業を拡大します。
20世紀になると1906年にニューヨークで第１回広告展が開催され、広告の時代“The
Age of Advertising”が幕を開けます。この頃になると、広告を科学的に分析する運動も始まり、1908年には今日も読まれるTruman A. DeWeese著The Principles of Practical Publicityが発刊、
1917年にはThe American Association of Advertising Agenciesが結成されます。
このように広告の近代理論が盛んに論じられ始めた1910年初頭に編集されたのが、今回復刻されるLibrary of Advertisingです。広告活動の拡充を図る実業者や、これから広告業を目指す学生を主たる読者として企画された本書は、前述Truman A. DeWeeseをはじめ60名以上の専門家がそれぞれの項目を執筆、広告の基本的理論から新聞、雑誌などの媒体の特徴、市場、商品毎の手法、メイル・オーダー、トレード・マーク、ショウ・ウィンドウのディスプレイ、映画などの利用、米国在住の外国人への広告、日本やアジア諸国への広告等々、理論から実践まであらゆる側面が全6巻に扱われています。執筆者の大半は、広告代理店、新聞・出版社の広告営業、デパート、小売業、製造業などの広告担当者で、広告図案や写真などの図版も大量に用い、この時代の広告を極めて具体的に論じています。
広告・メディア史、商業史、経営史の研究だけでなく、アメリカ大衆、消費文化史の資料としても利用価値の高い文献です。
Volume 1: [340pp.]
Fundamental Principles / Advertising Mediums
Introduction, by A. P. Johnson,
1) The Requirements Purpose and Power of Good Advertising, by Seth Brown
2) Preachments on Advertising, by Seth Brown
3) The Newspaper and Newspaper Advertising, by A. P. Johnson
4) The Magazine in National Advertising, by Truman A. DeWeese
5) Trade Journal Advertising, by George R. Horton
6) Technical Papers, by M. C. Robbins
Test Questions
Index
Volume 2: [405pp.]
Methods of Appeal / Outdoor, Street Car and Miscellaneous Advertising /
Medium and Publications (continued) / Type
1) Reaching Women through Advertising, by Joseph H. Appel
2) Advertising to Men, by John Bemer Crosby
3) Literature in Advertising, by James J. Stokes
4) The Functions of an Advertising Agency, by E. H. Kastor
5) The Trade Mark and Its Relation to Business, by John Lee Mahin
6) The Efficient Advertising Department and Its Systems, by Edward S. Babcox
7) Outdoor Advertising and Electrical Display, Edward F. Trefz & George L.
Johnson
8) Street Car Advertising, by William H. Rankin
9) Advertising with Moving Pictures, by Watterson R. Rothacker
10) Advertising in Weekly Magazines, by Guy C. Pierce
11) Foreign Language Newspapers and Those Who Read Them, by C. F. Erikson
12) The Country Newspapers an Advertising Medium, by Alfred Washington
13) Analysis of Circulation, by C. F. King
14) The Use and Abuse of Type, by Charles S. Peterson
Test Questions
Index
Volume 3: [361pp.]
Department Store and Retail Advertising
1) Department Store Advertising, by Julium Schneider
2) Advertising a Retail Store, by Roy M. Shayne
3) Short Talks on Advertising as Applied Particularly to the Retailer and
His Problems, by W. T. Davis
Test Questions
Index
Volume 4: [293pp.]
Show Window Display and Specialty Advertising
1) Window Trimming and Commercial Display / Window Trimming for the
Manufacturer, by Thomas A. Bird
2) Advertising Direct by Mail, by Homer J. Buckley
3) Special Advertising, Henry S. Bunting
4) What is the Value of Calendar Advertising, by E. N. Ferdon
5) Advertising Clubs and the Value of Organization to the Advertiser, by
Samuel C. Dobbs
Test Questions
Index
Volume 5: [384pp.]
Advertising Different Lines of Business
1) Mail Order Advertising, by Maurice Rotchild & Albee Smith, Jr.
2) Financial Advertising of Banks and Trust Companies, by Charles H. Rabell
3) Advertising Furniture, by G. R. Shaeffer
4) Piano Advertising, by H. Jenkins
5) Advertising Men's Wear, by Herbert J. Conhaim
6) Advertising Boots and Shoes, by William Reed Crawford
7) Advertising a Drug Business, by Charles Albert Smith
8) Advertising a National Brand of Soap, by Charles S. Pearce
9) Advertising Stoves and Ranges, C. A. Eddy
10) The Advertising of Electric Light Power, by William D. McJunkin
Test Questions
Index
Volume 6: [332pp.]
Selling Advertising and Advertised Goods / Selling and Advertising American
Goods in Foreign Countries
1) The Advertising Salesman, by Frank W. Maas
2) Requisites of Selling Advertising Successfully, by William C. Hunter
3) The Profession of Advertising, by W. C. Freeman
4) Selling Trade Paper Space, by Robert Tinsman
5) Good Counsel for Solicitors, by George H. Perry
6) Psychological Salesmanship as Applied to the Selling of Advertising and
Advertised Goods, by Arthur Hendrick Vandenberg
7) Selling Advertising Service, by Witt K. Cochrane
8) The Advertising Solicitor from the Buyer's Standpoint, by John E.
Fitzgibbon
9) Selling Newspaper Advertising, by A. D. Mayo
10) Selling Advertising in Country Newspapers, by W. S. Grathwohl
11) The Salesman of Magazine Publicity, by W. R. Emery
12) The Salesman of Weekly Magazine Publicity, by A. C. G. Hammesfahr
13) The Value and Salesmanship of Classified Advertising, by E. O. Syman
14) Selling Advertising in Class Publications, by Emerson P. Harris
15) Soliciting Advertising for Technical Journals, by John A. Kershaw
16) Selling Advertising for Agricultural Papers, by T. W. LeQuatte
17) Soliciting Advertising for Religious Publications, by James K. Boyd
18) Selling Outdoor Advertising (Electric Signs, Painted Bulletins), by
Albert Daschbach
19) The Selling of Street Car Advertising, by M. Wineburgh
20) Selling Specialty Advertising, by M. E. Ream
21) Selling Advertising Art, Illustrations and Engravings, by Louis Flader
22) The Selling and Service of Printing, by John Clyde Oswald
23) Selling Lithography, by Warren C. Browl
24) Advertising American Goods in Foreign Countries, by J. Roland Kay
25) Hotel and Resort Advertising, by L. L. Heaton
26) Municipal Advertising, by John B. Carrington
Test Questions
Index |
