The dynamic relationship between Depression-era consumer rights groups and advertisers
Preface vii 1. The Rise of a Corporate
Culture: Early Consumer Response 1
2. Advertising Challenged: The Creation of Consumer's
Research Inc. and the Rise of the 1930s Consumer
Movement 21
3. The Drive for Federal Advertising Regulation,
1933-35 49
4. A Consumer Movement Divided: The Birth of Consumers
Union of the United States Inc. 80
5. Defining the Consumer Agenda: The Business
Community Joins the Fray 106
6. Legislative Closure: The Wheeler-Lea
Amendment 138
7. Red-Baiting the Consumer Movement 159
Epilogue 185
Appendix A: Key Players 199
Appendix B: Legislative Developments, 1933-38 205
Notes 209
Inger L. Stole is a professor in the Department of Communication at the University of Illinois at Urbana-Champaign. She is the author of Advertising at War: Business, Consumers, and Government in the 1940s and coeditor of A Moment of Danger: Critical Studies in the History of U.S. Communication since World War II.
"Inger L. Stole has written a compelling history of the substantive
consumer movement in the 1930s the pushed for Congressional
regulations on advertising. . . . and illuminates an important
historical struggle here that stands on its own, delivering a
strong argument about activism and power that has human and
democratic implications for society." --American Journalism
"Explores a both fascinating and important period in American
advertising and public relations. . . . Readable and insightful
study."--Communication Booknotes Quarterly
"An important contribution to the exciting field of consumer
history. . . . Stole's meticulously researched study reminds us
that the ascendancy of advertising as a dominant institution in
American society was not without significant resistance."--Business
History Review
"Well grounded in primary and secondary sources, this work makes an
original contribution in arguing that the central role of
advertising in the US economy justifies public policy debate of the
need for accurate, honest advertising now as in the 1930s, and for
the radicalism of consumer movement attempting to rein in
advertising. Highly recommended."--Choice
"That history [of commercial advertising] is told in Inger L.
Stole's carefully researched and well-written story of the
struggles among consumer advocates, advertisers, and government
agencies over what federal legal constraints should apply to
deceptive ads, especially for life-threatening products. . . . Both
historians of consumer culture and activists who would undertake a
new consumer movement will find Stole's book useful."--Journal of
American History
"By examining the records of leading consumer movement groups and
advertising associations, as well as key business journals like
Printers' Ink and Advertising Age, [Stole] skillfully depicts an
intense battle over the responsibilities of advertising in American
society, waged both in the halls of Congress and the court of
public opinion. . . . An important contribution to the study of
American consumerism."--American Historical Review
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