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BUSINESS HISTORY REVIEW Advertising on Trial: Consumer Activism ...

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Sort Desciption: itself the advertising industry pioneered public-relations strategies that are ... public relations. Among their innovative defense techniques was the ...

Content Inside: BUSINESS HISTORY REVIEW BOOK REVIEW Advertising on Trial: Consumer Activism and Corporate Public Relations in the 1930s. By Inger L. Stole. Urbana: University of Illinois Press 2006. xviii + 290 pp. Illustrations appendix notes index. Cloth $50.00; paper $25.00. ISBN: cloth 0-252-03059-1; paper 0-252-07299-5. Reviewed by Elizabeth Fones-Wolf Inger Stoles Advertising on Trial is an important contribution to the exciting field of consumer history. Recent works by Lizabeth Cohen and Meg Jacobs explore the relation between consumerism and citizenship and examine the ways that consumer concerns have transformed modern government. Stoles focus is on the intersection of consumerism and advertising. As America has become increasingly commercialized advertising has become ubiquitous saturating every nook and cranny of our lived experiences (p. xii). If today we often shake our heads in disgust over advertisings excesses few question its legitimacy. Advertising seems as American and natural as apple pie. But as Stole effectively demonstrates in the early decades of the twentieth century there was significant resistance to what reformers labeled business propaganda. A militant consumer movement fought to regulate advertising arguing that it was undermining consumers ability to make wise choices in the market and citizens ability to live in a healthy industrial and civic environment (p. viii). In the process of defending itself the advertising industry pioneered public-relations strategies that are still common today. The earliest consumer reformers operating during the Progressive era spearheaded legislation to improve food safety and factory working conditions. The late twenties saw the emergence of a new consumer movement whose concern was to educate the public about the dangers of modern advertising which relied on emotional appeals to sell products. Stole traces the emergence of modern advertising to the development of oligopolistic markets during ...

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