By Cynthia Meyers
Based principally on archival fabrics, A be aware from Our Sponsor mines organisation files from the J. Walter Thompson papers at Duke college, which come with employees assembly transcriptions, memos, and account histories; organization documents of BBDO, Benton & Bowles, younger & Rubicam, and N. W. Ayer; contemporaneous alternate guides; and the voluminous correspondence among NBC and business enterprise executives within the NBC files on the Wisconsin historic Society.
Mediating among audiences’ wish for leisure and advertisers’ hope for revenues, admen mixed “showmanship” with “salesmanship” to provide a uniquely American type of advertisement tradition. In recounting the background of this type, Meyers enriches and corrects our knowing not just of broadcasting historical past but additionally of ads heritage, company background, and American cultural heritage from the Twenties to the 1940s.
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