1915 The Business Of Advertising Antique Marketing & Promotion Reference Book
The Business Of Advertising
By Earnest Elmo Calkins
Published by D. Appleton And Company: New York 1915 1st Edition
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First published in 1915 by D. Appleton and Company of New York, The Business of Advertising by Earnest Elmo Calkins is a seminal early twentieth-century study on the emerging field of modern advertising. Calkins, widely regarded as a pioneer of "consumer engineering," explores the psychology of persuasion and the evolving relationship between commerce, art, and public sentiment. Blending theory with practical insight, he examines how advertising had grown from simple announcements into a sophisticated industry shaping mass consumption, taste, and brand loyalty. The book also discusses the role of design, typography, illustration, and copywriting as integral to effective marketing, anticipating many principles later formalised in corporate identity and marketing psychology.
Richly written and forward-thinking, Calkins' work provides not only a technical manual for advertisers but also a social commentary on early twentieth-century capitalism and its cultural impact. His reflections on honesty, creativity, and consumer influence give the text enduring value as both a historical document and a guide to the ethical practice of persuasion. This first edition would appeal to collectors of advertising history, students of marketing evolution, and enthusiasts of early American business literature."
General wear and fading to spine and cover as shown with particular fading to the bottom of the cover/spine. Endpapers are clean with no inscriptions. Pages in very good order with tight binding and no markings. A nice copy of an interesting 1st edition book from the pioneer of art in advertising. Please study photos to understand condition. Happy to provide more photos on request.
