Toward a cultural history of advertising research: A case study of J. Walter Thompson, 1908-1925

"This study examines the development of research at J. Walter Thompson from 1908-1925. During those years, the research enterprise, largely a vision of one man, Stanley B. Resor, achieved institutional dimensions within that agency. Resor's belief in discoverable laws of human behavior and in the role of advertising as a marketing tool reflected larger societal themes of ""science,"" ""efficiency,"" and ""control."" For Resor, ""science"" was equated with the accumulation of ""facts."" As such, a number of mechanisms to facilitate fact-finding were installed in the agency. The existence of these mechanisms and their implementation helped to rationalize the advertising process, at the same time legitimizing a reality in which decision making based upon carefully-gathered information assumed a role of prominence."

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Communications

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2011

Author dc:creator

• Kreshel, Peggy Jean

• Biography
• Business Administration, Marketing
• History, Modern
• Mass Communications

Statement dc:rights

• Copyright 1989 Kreshel, Peggy Jean

Language dc:language

eng

Identifier

AAI8924866
(UMI)AAI8924866

OAI identifier oai:identifier

oai:www.ideals.illinois.edu:2142/21535