Keeping Advertising from Going Down in History — Unfairly

Abstract

The history of advertising seems destined to be very negative in its judgement about its social and cultural consequences. The regrets and fears of many prominent scholars about the commercialisation and marketisation of cultures are summarised. A method for measuring and monitoring the cultural character of advertising, the cultural values expressed and endorsed, is also presented. US data for 1900–1980 print and 1970's television advertisements are provided, showing some stability in the hierarchy of values promoted by advertising.

Citation

Pollay, R.W. (1988), "Keeping Advertising from Going Down in History — Unfairly", European Journal of Marketing, Vol. 22 No. 8, pp. 7-16. https://doi.org/10.1108/EUM0000000005292