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A Word from Our SponsorAdmen, Advertising, and the Golden Age of Radio$
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Cynthia B. Meyers

Print publication date: 2013

Print ISBN-13: 9780823253708

Published to Fordham Scholarship Online: September 2015

DOI: 10.5422/fordham/9780823253708.001.0001

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Dramatizing a Bar of Soap

Dramatizing a Bar of Soap

The Advertising Industry before Broadcasting

Chapter:
(p.13) 1 Dramatizing a Bar of Soap
Source:
A Word from Our Sponsor
Author(s):

Cynthia B. Meyers

Publisher:
Fordham University Press
DOI:10.5422/fordham/9780823253708.003.0001

This chapter traces the development of the modern advertising industry. The advertising industry structured itself—forming agencies and a system of compensation by commission—to mediate among print media publishers and advertisers. By establishing itself as a key mediator, the advertising industry would, in time, shape the development of emerging media, and affect the fortunes of its clients—the advertisers. Two schools of thought influenced advertising strategies during the first half of the twentieth century: the hard sell and the soft sell. The hard sell emphasizes on rational appeals, using reason and facts to persuade. Soft sell strategies focused on users, specifically on how they thought of themselves, and how they felt or might want to feel.

Keywords:   advertising industry, commission system, media, advertisers, hard sell advertising, soft sell advertising, advertising strategy

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