America the brand: Advertising the the American Way
by Petrulis, Jason, Ph.D., COLUMBIA UNIVERSITY, 2010, 458 pages; 3400584

Abstract:

This dissertation examines how United States government officials and corporate marketers worked together to "sell" World War II and the early Cold War using idea advertising. Where typical advertising sold products, idea advertising sold ideas about companies, people, and even nations. Beginning in World War II, Roosevelt and Truman Administration officials adopted idea advertising as a democratic alternative to propaganda, hoping it would mobilize support for war and wartime programs. But marketers experimented for a decade before learning that idea advertising worked best not when ideas were sold as products but when products sold ideas – through the images created in brand advertising. By the beginning of the 1950s, the wartime experiment with idea advertising had transformed both how marketers promoted goods and how government projected ideology, ushering in a new age of psychological research, imagery, and brands.

 
AdviserAlan Brinkley
SchoolCOLUMBIA UNIVERSITY
SourceDAI/A 71-03, p. , Apr 2010
Source TypeDissertation
SubjectsAmerican studies; American history; Marketing; Mass communication
Publication Number3400584
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