Accept No Substitutes!: The History of American Advertising

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Editorial Reviews

Children's Literature - Children's Literature
With all the commercials people are inundated with each day, we perhaps could be forgiven for believing that advertising is a relatively new phenomenon. This fascinating book dispels that notion in its first chapter, which discloses that advertising dates back to the Colonial era, when English trading companies sought to entice settlers to the New World with all manner of promises and exaggerated rhetoric. America's founding fathers also participated in advertising, with Ben Franklin responsible for a 1744 broadside touting a fireplace he invented as protecting people from the 'early appearance of old age.' The author has crafted a comprehensive, well-researched title, with occasional black-and-white illustrations providing useful insights. Part of the publisher's "People's History" series, this is an excellent choice for schools and libraries and is an ideal source for research projects. It will likely be the definitive children's book on this topic to be found on your shelves. 2000, Lerner Publications Co., Ages 10 up, $22.60. Reviewer: Bruce Adelson
VOYA - Voya Reviews
This addition to the People's History series looks at the amazing growth of advertising in America from the colonial period to the present, as well as at the impact that ads have had on American culture. Chapters are organized in chronological order and introduce readers to the many mediums and messages that have become part of this country's economic and social history. Mierau discusses the various mediums companies have used to sell their products over the years--newspapers, peddlers, magazines, catalogs, billboards, radio, television, and the latest on the Internet. The events in history that affected sales and promotion, such as the American Revolution, Westward Expansion, World War II, and the invention of television, are woven into each era and medium. The importance of developing brand loyalty is covered in the chapter entitled "Ask for It by Name!" and "In War and Peace" covers the invention of television, which added a whole new dimension to advertising in the second half of the twentieth century. Readers also learn of P. T. Barnum, the man credited with originating the modern advertising campaign. His flamboyant style was effective, and many promoters copied his gimmicks and publicity efforts in the middle of the nineteenth century. The impact of the Sears and Roebuck catalog on the lives of rural families is also introduced. Full of wonderful examples of print ads and slogans, this book will be a welcome addition to programs that offer marketing and/or social history courses. This title is highly recommended for both school and public libraries. Index. Illus. Photos. Biblio. VOYA CODES: 5Q 2P M J S (Hard to imagine it being any better written; For the YA with a specialinterest in the subject; Middle School, defined as grades 6 to 8; Junior High, defined as grades 7 to 9; Senior High, defined as grades 10 to 12). 2000, Lerner, Ages 12 to 18, 96p, $22.60. Reviewer: Maura Bresnahan
School Library Journal
Gr 8 Up-Beginning with the handbills and posters circulated in Europe to lure settlers to the New World, Mierau traces the development of advertising throughout our country's history. She demonstrates how evolving technology-radio, TV, and the Internet-has changed this field and how it, in turn, has influenced our culture. The issue of ethics in advertising is briefly addressed-its level of honesty, whether or not it promotes mindless consumerism, etc.-but that is not the primary focus of the book. The many specific examples the author provides and the plentiful black-and-white photographs and reproductions will help to hold the interest of students. A readable, engaging resource for reports that will also appeal to general readers.-William C. Schadt, Glacier Park Middle School, Maple Valley, WA Copyright 2000 Cahners Business Information.|
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Product Details

  • ISBN-13: 9780822517429
  • Publisher: Lerner Publishing Group
  • Publication date: 1/28/2000
  • Series: People's History Series
  • Format: Library Binding
  • Pages: 96
  • Age range: 10 - 17 Years
  • Lexile: 1170L (what's this?)
  • Product dimensions: 7.60 (w) x 8.70 (h) x 0.50 (d)

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