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The Promise and the Product: 200 Years of American Advertising Posters
by Victor Margolin, Ira Brichta, and Vivian Brichta
Hardcover, dust jacket in protective Mylar cover, 8 3/8" x 11 1/4", 152 pages, in mint condition.
Illustrated with over 300 advertising illustrations, 76 in full color.
From the dust jacket:
Posters reflect the image of America's past - the Gay Nineties, the Depression years, Prohibition, and the days of the New Deal - more intimately than any other media. Historically, the art of the poster has been the art of the people.
From the naive handcrafted signs of Colonial days to the illusionary wonder-graphics of the 1970s, The Promise and the Product explores the best, the worst, and the rarest of American advertising posters of the past two centuries. Over 300 illustrations - with more than 75 in full color - offer a fresh and unusual view of how the advertiser's art both reflected and affected America's customs, traditions, and industrial growth.
From the Palmolive Girl, liberated before her time, to the Volkswagen ads exhorting us to "think small," The Promise and the Product features the great images and ad campaigns that influenced daily life. We see how tobacco, automobile, and cosmetic posters mirror the ever-changing lifestyles and ideas of America, and how the art of advertising reflects time-altered attitudes toward women and blacks.
Here, too, is an entertaining look at America's commercial past, including stories of early advertising geniuses, adventurous entrepreneurs, and ordinary people who thought the "good life" meant owning Model Ts, washing machines, and dishwashers.
A lavish treasury of the art that has grown into a $50-billion industry, The Promise and the Product is for business people, American buffs, art lovers, and anyone who has ever been intrigued by advertising's powers of persuasion.
INDEX
A
Acme ale • Acme beer • Advertising agencies • Advertising Council • The Affluent Society (Galbraith) • Airlines • Joseph Albers • All Star Kola • E.C. Allen • American Cereal Company • American Museum • American Navy plug tobacco • American Newspaper Directory • American system • American Tobacco Company • Amos 'n' Andy • Anheuser-Busch • Anti-Saloon League • Apollo bicycle • Phillip D. Armour • Armour and Company • Arrow collars and shirts • Art deco • Assembly-line process • Associated Bill Posters' Association • Ath-Lo-Pho-Ros • Atlantic Monthly • Atwater Kent radio • Auburn Dusenberg • Aunt Jemima pancake flour • Automobiles • Averill Chemical Paint Company • N.W. Ayer and Son
B
B.J. Babbitt • Best soap • Charlie Bachman • F. Bailey • Baker electric vehicles • Baker horse blanket • Ball Costumes cigarettes • Barbed wire • Barn painting • P.T. Barnum • Bruce Barton • Saul Bass • Bathroom fixtures • Bathtubs • Battle Ax Plug • Herbert Bayer • Beatles • Beech-nut fruit drops • Beech-nut gum • Beeman's pepsin-flavored gum • Beer • Beggarstaffs • Alexander Graham Bell • Bell Telephone • Bella Mundo cigars • Carl Benz • Louis Bergdoll Brewing Company • William Berkeley • Dave Bernbach • Lucien Bernhard • Andreas Bernhardt • Bicycle manufacturers • Big Mac • Big Spring whiskey • Billboards • Billposting • Billsticking • Bismarck table beer • Bitters • Black Jack gum • Blacks • Bock beer • Boeing's 707 jet • Bon-Tons cigarettes • Gail Borden • Borden's Ice cream • Borden's milk • Boston News-Letter • Clara Bow • Bradbury and Houghteling • Will Bradley • Brand Image • Breweries • Bromo-Seltzer • Aristide Bruant • Bubbles (Millais) • Doctor Buckland Scotch Oats Essence • Budweiser • Buffalo Rock ginger ale • Buick • Bull Durham tobacco • H.C. Bunner • Burma Shave • Burpee seeds • E. Butterick and Company
C
Cadillac • Camels cigarettes • Campbell's soup • Campfire marshmallows • Canadian Illustrated News • Canned food • Canning • Carbonated water • Carleton and Kissam • Jean Carlu • Carnation milk • Boake Carter • Carter's Little Liver pills • Cash register • A.M. Cassandre • Irene Castle • Cat's Paw rubber heels • William Caxton • Centennial Exhibition (Philadelphia, 1876) • Centlivre tonic • Cereals • Chain stores • Charles E. Chambers • Champion American soap powder • Checker taxi • Jules Cheret • Cherry Smash • Chesterfield cigarettes • Chevrolet • Chewing gum • Chromolithography • Chromos • Chrysler • Cigarettes • Cigars • Circus posters • Civil War • Civilian Conservation Corps • Cloth of Gold cigarettes • Clothing Industry • Cloverbloom butter • Cluett and Peabody's Arrow shirts and collars • Coca-Cola • Cocoa • Coffee • Colgate Company • Paul Colin • Colonel Sanders • Columbia bicycle • Conestoga wagons • Conspicuous consumption • Consumer movement • Consumer Reports • Consumer's Research. Inc. • Consumer's Union • Continental Baking Company • Calvin Coolidge • Fred Cooper • Henry Corliss • Correctol • Corvair • Cosmetics Industry • Cough drops • Council of National Defense • Country stores • Palmer Cox • Thomas Crapper • Cream of Wheat • Credit cards • George Creel • Creel Committee • John Creigh • Creole cigarettes • Henry Crowell • Crystal Palace Exhibition • Nathaniel Currier • Currier and Ives • Cyrus K. Curtis • Thomas Cusak • Cutty Sark • Cycle cigarettes • Cycling
D
Daily News • Gottlieb Daimler • Darling (car) • Perry Davis Vegetable Pain Killer • Stephen Day • Cecil B. De Mille • Deane's evening clothes for men • Fidelia Dearlove • Depression • Christian Diehl Brewing Company • Dionne quintuplets • Divan Japonais • Division of Advertising of Committee of Public Information • Louis Dobbelmann (Tabak) • Dodge • Doublemint gum • Doublemint twins • Drive-In market • Duck Foot tires • Buck Duke • Washington Duke • Duke Tobacco Company • Charles Duryea • Duryea's corn starch
E
Eagle Brand • George Eastman • Eastman Company • Ebony • Thomas Edison • Eighteenth Amendment • Electric furnace • Electric signs • Elsie the Cow • England • Erie Canal • Erla radio • Essex • Estrella cigarettes
F
Factories, early • N.B. Fairbank Company • Fairy soap • Falstaff • Fast-food franchisers • Federal Deposit Insurance Corporation • Federal Trade Commission • Felco pearls • Ferry seeds • Millard Fillmore • Fisk tires • Fixed-price policy, origin of • James Montgomery Flagg • Richard Floethe • Flour • Flyer cigar • Food Administration • Food and Drug Act • Food Industry • Ford • Henry Ford • John Foster • Nathaniel Fowler • Richard B. Franken • Franklin (car) • Benjamin Franklin • Free-trial • Friends oats • Betty Furness
G
The Galaxy • John Kenneth Galbraith • Garland • General Foods • General Motors • General store • General Telephone • Milton Glaser • Gold Dust cleanser • Gold Dust Twins • Golden Age cigarettes • Golden Rule stores • B.F. Goodrich • Goodyear • Great Atlantic and Pacific Tea Company (A & P) • Great Atlantic Tea Company • Green Giant peas • Burr Griffin • Grove's Tasteless Chili tonic • O.J. Gude • Gund's Peerless beverage • R.J. Gunning • Johannes Gutenberg
H
Halftone printing • Dr. P. Hall catarrh remedy • Hall's hair renewer • Hamm's beer • Harper's • Bret Harte • Hartford. George Huntington • Haskell's wheat flakes • Haynes (car) • Health Jolting chair • H.J. Heinz • H.J. Heinz Company • Heinz baked beans • Henry J (car) • Highway Beautification Act • Highwheeler • George Washington Hill • Charles G. Hires • Hi-Saff • Hoardings • Jacob Hoffman Brewing Company • Ludwig Hohlwein • Holiday Inn • Holly sugar • M. Hommel champagne • Honest copy • Hoods' sarsaparilla • Herbert Hoover • Claude Hopkins • Hornby's oatmeal • Horton's washing machines • Dr. Hostetter bitters • "Hote" Houghteling • Elias Howe • Hudson
I • J • K
Incandescent lamp • Indians, tobacco shop • Industrial Revolution • Installment buying • Interchangeable parts • International Advertising Association • International Society for Christian Endeavor • Ipana • Wallace Irwin • Frederick E. Ives • J. Merritt Ives • Ivory soap • Jack In the Box • Jantzen swimming suits • Jelke Good Luck margarine • Jell-O • Bruce Jenner • Jet • Jewett • Joan of Arc kidney beans • Caleb Johnson • Howard Johnson restaurants • Lyndon Johnson • John Beauchamp Jones • Jordan (car) • Henry J. Kaiser • Kaiser Aluminum Company • H.V. Kaltenborn • Alex Katz • Kawasaki • Arthur Kellet • Kellogg • Kennedy Medical Discovery poster • Kirschbaum clothes • Kissam and Allen • Kissel (car) • Kitchen fixtures • E.J. Knowlton • Knowlton's bathing apparatus • Kodak • Korbel • Korean War • Kraft Foods • Ray Kroc • Kuppenheimer Good Clothes
L
La Carona cigars • La Diaphane powder • Ladies Home Journal • Lager beer • Warner Lambert • Carroll B. Larabee • Albert Lasker • Lava soap • League of American Wheelmen • Leased hoardings • Level Head tobacco • Lever Brothers • Levi's • Levy's rye bread • J.C. Leyendecker • Libby's pineapple • Libby's specialties • Roy Lichtenstein • Life • Life and Letters of Sir John Millais (Millais) • Lifebuoy soap • Life-Savers • Lincoln (car) • Charles Lindbergh • Lippincott's • Listerine • Literary men • Lithography • Raymond Loewy • London Times • Look • D.M. Lord • Lord and Taylor • Lord and Thomas advertising agency • Pierre Lorillard • Lorillard's snuff • The Luck of Roaring Camp (Harte) • Lucky Strike cigarettes
M
McCormick reaper • McDonald's • McKay machine • Macbeth lamp chimneys • R.H. Macy • Macy's department store • Magazines • Mail Pouch tobacco • The Man Nobody Knows (Barton) • Manhattan Project • Manoll cigarettes • Emery Mapes • Marathon lager beer • Market Facts, Inc. • Market research • Marlboro cigarettes • Marlboro shirts and sportswear • Marmon (car) • A. Marschall and Company • Marshall Field and Company • Marvels cigarettes • Mass production • Mastodon Air-tight cooking range • Richard Mathew • Mattel • Herbert Matter • Maxwell • Medical quackery • Mentholatum • Merrill Lynch • Merrimack Manufacturing Company • Metropolitan Opera Company • The Mill (Otis) • John Millais • Miller Brewing Company • Minimalist art • Mobilgas • Model A • Model T • Lazlo Moholy-Nagy • Matt Morgan • Philip Morris • William. Morris • Samuel Morse • Morton salt • Victor Moscoso • Motel business • Motion pictures • Moxie • Mozart cigar • Murad and Helmer cigarettes • Murphy varnishes • Bess Myerson
N • O
Ralph
Nader • Nader's Raiders • Nash • National Biscuit Company • Neuman's Ice cream • George Washington Neville • New Deal • New York Advertising Sign Company • New York Graphic • New York Herald • New York World • Niagara Falls • William Nicholson • A.C. Nielson and Company • Nineteenth Amendment • Ny-Quil • Leonard and Allan Odell • Office of War Information • Official Five Cent cigar • Old Dutch cleanser • R.E. Olds • Opera Puffs cigarettes • Bass Otis • Outdoor advertising • Ovaltine • Overland • Overman Wheel Company • Owen
P
Pabst beer • Pabst Brewing Company • Packages That Sell (Franken and Larabee) • Packaging • Packard (car) • Packer's tar soap • Packing • Paintings • Pal Ade • Volney Palmer • Palmolive soap • Palmolive Soap Company • Paris garters and suspenders • Parker fountain pen • Charles Coolidge Parlin • Parmelee System cabs • Maxfield Parrish • Patent medicines • Edward and William Pattison • Pears Company • Pears soap • Peddlers • Peerless washboards • Edward Penfield • The Pennsylvania Gazette • Pepsodent toothpaste • Pettijohn's California breakfast food • Philadelphia • Philco radio • Phonograph • Phonograph records • Photo realism • Photography • Photo-offset printing process • Pierce-Arrow (car) • Piggly Wiggly • Lydia E. Pinkham vegetable compound • Pioneer baskets • Plug chewing tobacco • Plumbing • Plymouth • Pontiac • Pontiac Grand Prix • Pop art • Albert Pope • Pope Manufacturing Company • Posters • George Powell • John Powers • Practical Advertiser (Powell) • Prang and Company • Matthew Pratt • Preservation of food • Elvis Presley • Preston and Merrill • Priester matches • Joseph Priestley • Process engraving • Harley Procter • Procter & Gamble • Prohibition • James Pryde • Psyche • The Psychology of Advertising (Scott) • Publicity • Puritan tailors
Q • R
Quackery • Quaker oats • Quaker Oats Company • Quaker Wheat Berries • Quarter Pounder • Quiz shows • Radio • Railroads • Walter Raleigh • Raleigh cigarettes • Paul Rand • Rastus • RCA radio • Ready-made clothing • Red Dot cigars • Red Man tobacco • Ethel Reed • Refrigerators • Regensburg's Havana cigars • Remington Agricultural Works • Remington typewriters • Reo • Revlon • Charles Revson • R.J. Reynolds • Louis Rhead • Rice Electrical Display Company • Charles Milford Robinson • Rock painting • Norman Rockwell • Rocky Mountain News • Roi-Tan cigars • John Rolfe • Franklin Delano Roosevelt • Root beer syrup • Rosenheim's bitters • James Rosenquist • George P. Rowell • Rowntree's Elect cocoa • Royal baking powder • Royal Crown Cola • Royal Tailors
S
Safety bicycle • St. Jacob's oil • George Sala • Sandwich boards • Sapolio laundry soap • Sarony, Knapp and Major • Satin skin cream and powder • Saturday Evening Post • Saxoleine lamps • F.J. Schlink • Joseph Schlitz • Schiltz beer • Walter Dill Scott • Scribner's • Richard Warren Sears • Sears, Roebuck and Company • Self-service food stores • Alois Senfelder • Serial advertising • Seven-Up • Sewage systems • Sewing machine • The Sheik • Shell Motor Oil • Otis Shepard • Shepard Chapin and Company • Shoe machinery • Shoes • Shopping centers • G.A. Shoudy and Son soap • Sign painters • Singer sewing machines • Siquis (Caxton) • Sitting Bull smoking tobacco • Samuel Slater • Alfred Sloan • John Sloan • Slogans • Smith Brothers cough drops • Smokey the Bear • Soap manufacturers • Soda pop • Soft drinks • Spirit of St. Louis • Spring and Company • S T 1860 • Standard Oil Company • Star soap • Statler Hotel (Buffalo, New York) • Steam engine • Steam turbine • Steamboat • Steinway • Stern Knight • A.T. Stewart • Stewart's department store • Stewart-Warner radios • Stiller shoes • Edwin B. Stimpson shoe machinery • Stopette spray deodorant • Straights • Levi Strauss and Company • Strawbridge and Clothier • Streetcar advertising • Strobridge Lithographic Company • Studebaker • Sucrets • Suffolk Brewing Company • Sugar • Sunkist • Sunoco • Supermarket • Orr and Company's Pantaloon Overalls Sweet • Sweet Caporal cigarettes • Swift's Premium
T
Tabak • Tanlac • Target tobacco • Tea • Telephone • Television • Templar (car) • Eli Terry • Terry clock • Testimonial advertising • Texaco • Texas Pacific Coal and Oil Company • The Theory of the Leisure Class (Veblen) • Lowell Thomas • J. Walter Thompson • Ti-con-der-oga school supplies • Tin Lizzies • Tires • Tobacco • Tobacco shop figures • Alvin Toffler • Toiletine • Henri Toulouse-Lautrec • Trademarks • Adolph Treidler • Trolley car • Truth In Packaging • E.K. Tryon Jr. Company • Rexford Tugwell • Tuttle's Horse Elixir • Tutts pills • Twenty-first Amendment
U
Uncle Tom's Cabin (Stowe) • Clarence G. Underwood • Uneeda Biscuits • United Airlines • United States Patent Office • Universal Percolator • Unsafe at Any Speed (Nader)
V
Rudolph Valentino • Vanity Fair cigarettes • Thorstein Veblen • Victor collar button • Victor and Victoria cycles • Vietnam War • Virginia Leaf tobacco • Virginia Slims cigarettes • Volkswagen • Volstead Act
W
Asa Walker • John Wanamaker • Wanamaker's department store • War Advertising Council • Aaron Montgomery Ward • Montgomery Ward and Company • Andy Warhol • George Washington • Water White Electric Oil • W.B. Corsets • Welch's drink • John Wesley • Benjamin West • The Western Merchant (Jones) • Westward the Course of Empire • Wheaties • Wheatlet • Wheeler-Lee Amendment • Whiskey • Charles White III • White House coffee • White Rock sparkling beverages • Walter Whitehead • Whiting's Standard papers • Eli Whitney • Jessie Wilcox • Wild West Show • Dave Willardson • Willys (car) • Kemmons Wilson • Woodrow Wilson • Wine • Winston • Winston cigarettes • Wizard Oil • Alexander Wolcott • Bruce Wolfe • Women • Wonder bread • Woodbury soap • Woodcuts • Frank Woolworth • Works Project Administration • WPA Poster Project • World War II • William Wrigley • Wrigley's gum • N.C. Wyeth
Y • Z
Yellow Pages • Barry Zaid
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