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Article
Publication date: 7 February 2018

Jeanie Wills

This paper aims to examine how women working in the advertising industry during the 1920s and 1930s encouraged and resisted stereotypes about women to establish a professional…

Abstract

Purpose

This paper aims to examine how women working in the advertising industry during the 1920s and 1930s encouraged and resisted stereotypes about women to establish a professional identity. This seemingly paradoxical approach provided women with opportunities for professional development and network building. Dorothy Dignam is presented as a case study of one such advertising woman. She was a market researcher, a teacher, an advocate for women’s employment in advertising, a historian of women’s advertising clubs and a supporter of and a contributor to women’s professional networking.

Design/methodology/approach

Archival material is drawn from the N. W. Ayer and Son archives at the Smithsonian Institute, the Advertising Women of New York archives and the Dorothy Dignam Papers at the Schlesinger Library, the Philadelphia Club of Advertising Women papers at Bryn Mawr, the Dignam Collection at the Wisconsin Historical Society and the Women’s Advertising Club of Chicago (WACC) archives at the University of Illinois, Chicago. A close reading method of analysis places the material in a historical context. Additionally, it provides a narrative structure to demonstrate the complementary relationship between advertising club work and professional identity.

Findings

Dignam’s career strategies helped her to construct a professional identity that situated her as a guide, teacher and role model for other women who worked in advertising. She supported and created an attitude that enabled aspiring career women to embark on their careers, and she assisted in creating a coalition of women who empowered each other through their advertising club work.

Practical implications

Dignam’s published work about careers for women in advertising, her own career and its advancement and her involvement with women’s advertising clubs all served a rhetorical purpose. Her professional life sought to change both men’s and women’s attitudes about the impact of women in professional roles. In turn, the influence of attitudes helped to create space for women in business, especially those seeking advertising careers.

Originality/value

This paper illustrates how Dignam’s career, accomplishments and publications coalesce to provide evidence of how women negotiated professional identities and claimed space for themselves in the business world and in the advertising industry.

Article
Publication date: 19 May 2020

Jeanie Wills and Krystl Raven

This paper uses archival documents to begin to recover a history of women’s leadership in the advertising industry. In particular, this paper aims to identify the leadership…

Abstract

Purpose

This paper uses archival documents to begin to recover a history of women’s leadership in the advertising industry. In particular, this paper aims to identify the leadership styles of the first five presidents of the New York League of Advertising Women’s (NYLAW) club. Their leadership from 1912 to 1926 set the course for and influenced the culture of the New York League. These five women laid the foundations of a social club that would also contribute to the professionalization of women in advertising, building industry networks for women, forging leadership and mentorship links among women, providing advertising education exclusively for women and, finally, bolstering women’s status in all avenues of advertising. The first five presidents were, of course, different characters, but each exhibited the traits associated with “transformational leaders,” leaders who prepare the “demos” for their own leadership roles. The women’s styles converged with their situational context to give birth to a women’s advertising club that, like most clubs, did charity work and hosted social events, but which was developed by the first five presidents to give women the same kinds of professional opportunities as the advertising men’s clubs provided their membership. The first five presidents of the Advertising League had strong prior professional credibility because of the careers they had constructed for themselves among the men who dominated the advertising field in the first decade of the 20th century. As presidents of the NYLAW, they advocated for better jobs, equal rights at work and better pay for women working in the advertising industry.

Design/methodology/approach

This paper draws on women’s advertising archival material from the Schlesinger Library, Radcliffe and Wisconsin Historical Society to argue that the five founding mothers of the NYLAW provided what can best be described as transformational feminist leadership, which resulted in building an effective club for their members and setting it on a trajectory of advocacy and education that would benefit women in the advertising industry for the next several decades. These women did not refer to themselves as “leaders,” they probably would not have considered their work in organizing the New York club an exercise in leadership, nor might they have called themselves feminists or seen their club as a haven for feminist work. However, by using modern leadership theories, the study can gain insight into how these women instantiated feminist ideals through a transformational leadership paradigm. Thus, the historical documents provide insight into the leadership roles and styles of some of the first women working in American advertising in the early parts of the 20th century.

Findings

Archival documents from the women’s advertising clubs can help us to understand women’s leadership practices and to reconstruct a history of women’s leadership in the advertising industry. Eight years before women in America could vote, the first five presidents shared with the club their wealth of collective experience – over two decades worth – as advertising managers, copywriters and space buyers. The first league presidents oversaw the growth of an organization would benefit both women and the advertising industry when they proclaimed that the women’s clubs would “improve the level of taste, ethics and knowledge throughout the communications industry by example, education and dissemination of information” (Dignam, 1952, p. 9). In addition, the club structure gave ad-women a collective voice which emerged through its members’ participation in building the club and through the rallying efforts of transformational leaders.

Social implications

Historically, the advertising industry in the USA has been “pioneered” by male industry leaders such as Claude Hopkins, Albert Lasker and David Ogilvy. However, when the authors look to archival documents, it was found that women have played leadership roles in the industry too. Drawing on historical methodology, this study reconstructs a history of women’s leadership in the advertising and marketing industries.

Originality/value

This paper helps to understand how women participated in leadership roles in the advertising industry, which, in turn, enabled other women to build careers in the industry.

Details

Journal of Historical Research in Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 1 February 1977

M. Balachandran

Although advertising has always been regarded, and with very good reasons, as a branch of the more inclusive subject of marketing, it has enough specialized reference sources of

Abstract

Although advertising has always been regarded, and with very good reasons, as a branch of the more inclusive subject of marketing, it has enough specialized reference sources of its own to deserve a separate treatment. The fact that it is not comparatively a new discipline may be understood from a recent publication entitled How It Was in Advertising, 1776–1976, which originally came out as the bicentennial issue of Advertising Age. This compilation contains an historical narrative of personalities and agencies involved in the advertising business in the United States. It includes interesting facts, observing, for example, that the most revolutionary figure in 18th century advertising, none other than Ben Franklin, was the first on record to tap the potentials of the women's market by offering benefit copies. Since those days, advertising has grown into a multibillion dollar industry, big enough to attract the attention of Federal regulatory agencies.

Details

Reference Services Review, vol. 5 no. 2
Type: Research Article
ISSN: 0090-7324

Book part
Publication date: 7 December 2017

Rick Burton

Abstract

Details

Sport Business in Leading Economies
Type: Book
ISBN: 978-1-78743-564-3

Article
Publication date: 1 February 2000

Richard Germain

Questions whether banks were marketing themselves before the 1950s advent of scientific inquiry on services marketing. The results show banks segmented the overall market on…

2189

Abstract

Questions whether banks were marketing themselves before the 1950s advent of scientific inquiry on services marketing. The results show banks segmented the overall market on demographics such as age (during the 1880s), gender (as early as the 1830s), and national origin (as early as the 1850s), on user status in terms of current, potential, and past customers (around 1900), and on geography (as early as the 1890s). The efforts of bankers are compared to a historical periodization of segmentation, and the conclusion is drawn that banks were marketing themselves well before 1930.

Details

Journal of Services Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 March 2002

Robert Sparks and Melissa Westgate

This paper reports findings from a qualitative study that analyzed use of traditional and targeted sponsorship approaches by eight companies involved in the 1998-99 Canadian…

Abstract

This paper reports findings from a qualitative study that analyzed use of traditional and targeted sponsorship approaches by eight companies involved in the 1998-99 Canadian Hockey Association women's corporate support program. The study found the sponsors used methods from direct and relationship marketing to support corporate goals of sales, advertising, community-involvement and brand image and awareness. Several factors are discussed that would improve the sponsorships' effectiveness in the women's market.

Details

International Journal of Sports Marketing and Sponsorship, vol. 4 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 15 August 2016

Jackie Dickenson

This paper aims to reveal the marshalling of an emotion – loneliness – over time for the construction of relationships between advertisers and consumers between 1909 and 1934…

Abstract

Purpose

This paper aims to reveal the marshalling of an emotion – loneliness – over time for the construction of relationships between advertisers and consumers between 1909 and 1934, paying attention to the shifting contexts in which these relationships were built, maintained and extended. It also draws attention to the ways in which advertising and marketing work in society, and advances the understanding of the development of consumer culture in Australia.

Design/methodology/approach

The paper uses textual analysis of letters from readers and editorial content published in the magazine over a 25-year period, supplemented by material from newspapers and memoirs.

Findings

The paper reveals how a women’s magazine marshalled the loneliness of Australian women, especially rural Australian women, to attach them to the magazine and its advertisers. Over 25 years, the magazine editors built a reservoir of trust between readers and the magazine. When the economy turned, this reservoir could be drawn upon to maintain reader attachment and maximise sales.

Research limitations/implications

This paper examines the use of emotion in just one magazine. A comparative study would be beneficial to see whether this exploitation of emotion was widespread.

Practical implications

The paper suggests the importance of emotion as a tool for attaching consumers to brands and for maintaining that attachment through financial difficulties.

Originality/value

This paper supports the turn to the study of emotion in history and, specifically, in the development of consumer culture.

Details

Journal of Historical Research in Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 March 1974

Tom Schultheiss, Lorraine Hartline, Jean Mandeberg, Pam Petrich and Sue Stern

The following classified, annotated list of titles is intended to provide reference librarians with a current checklist of new reference books, and is designed to supplement the…

Abstract

The following classified, annotated list of titles is intended to provide reference librarians with a current checklist of new reference books, and is designed to supplement the RSR review column, “Recent Reference Books,” by Frances Neel Cheney. “Reference Books in Print” includes all additional books received prior to the inclusion deadline established for this issue. Appearance in this column does not preclude a later review in RSR. Publishers are urged to send a copy of all new reference books directly to RSR as soon as published, for immediate listing in “Reference Books in Print.” Reference books with imprints older than two years will not be included (with the exception of current reprints or older books newly acquired for distribution by another publisher). The column shall also occasionally include library science or other library related publications of other than a reference character.

Details

Reference Services Review, vol. 2 no. 3
Type: Research Article
ISSN: 0090-7324

Article
Publication date: 1 February 1974

Tom Schultheiss

The following classified, annotated list of titles is intended to provide reference librarians with a current checklist of new reference books, and is designed to supplement the…

Abstract

The following classified, annotated list of titles is intended to provide reference librarians with a current checklist of new reference books, and is designed to supplement the RSR review column, “Recent Reference Books,” by Frances Neel Cheney. “Reference Books in Print” includes all additional books received prior to the inclusion deadline established for this issue. Appearance in this column does not preclude a later review in RSR. Publishers are urged to send a copy of all new reference books directly to RSR as soon as published, for immediate listing in “Reference Books in Print.” Reference books with imprints older than two years will not be included (with the exception of current reprints or older books newly acquired for distribution by another publisher). The column shall also occasionally include library science or other library related publications of other than a reference character.

Details

Reference Services Review, vol. 2 no. 2
Type: Research Article
ISSN: 0090-7324

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