Jump to ContentJump to Main Navigation
A Word from Our SponsorAdmen, Advertising, and the Golden Age of Radio$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

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

The 1930s’ Turn to the Hard Sell

The 1930s’ Turn to the Hard Sell

Blackett-Sample-Hummert’s Soap Opera Factory

(p.103) 5 The 1930s’ Turn to the Hard Sell
A Word from Our Sponsor

Cynthia B. Meyers

Fordham University Press

This chapter examines how the economic crisis of the Great Depression stimulated advertisers' interest in “hard sell” advertising. The massive contraction in production and consumption in the 1930s led to a drop in advertising revenues. To combat the decrease in consumption, many advertisers turned to hard sell. Top hard sell proponents, such as Frank Hummert, became well-known as advertisers hoped that the repetitive, reason-why, rational appeals of the hard sell would stimulate sales. The hard sell strategy became particularly prominent on radio where Hummert's agency—Blackett-Sample-Hummert (B-S-H)—dominated daytime programming, especially serial dramas aimed at housewives.

Keywords:   Great Depression, hard sell advertising, advertising industry, Frank Hummert, radio, Blackett-Sample-Hummert, daytime programming

Fordham Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .