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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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PRINTED FROM FORDHAM SCHOLARSHIP ONLINE (www.fordham.universitypressscholarship.com). (c) Copyright Fordham University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in FSO for personal use.date: 22 September 2021

Dramatizing a Bar of Soap

Dramatizing a Bar of Soap

The Advertising Industry before Broadcasting

(p.13) 1 Dramatizing a Bar of Soap
A Word from Our Sponsor

Cynthia B. Meyers

Fordham University Press

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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