Category Archives: Hartman Center

Have You Driven a Ford Advertisement Lately?

One of the heaviest circulating collections in the John W. Hartman Center for Sales, Advertising & Marketing History is the Domestic Advertisements collection in the J. Walter Thompson Co. (JWT) advertising agency archives.  The collection documents the print advertisements designed for magazines and newspapers for the agency’s clients in the United States.  One of the most popular clients represented in the collection is the Ford Motor Company.

"There's a Ford in Your Future" ad
https://repository.duke.edu/dc/jwtfordmotorads/jwtad010020030

JWT and the Ford Motor Company have a long standing agency/client relationship, one still active today.  The agency officially added Ford to its roster of clients in 1943 and launched the now iconic “There’s a Ford in Your Future,” campaign the following year.  In the ensuing decades, JWT helped Ford launch many new automobile models including the Thunderbird, Mustang, Pinto, Taurus, Explorer, Ranger, and Escort.  The agency crafted several well-known Ford campaigns including the first advertising “roadblock” announcing the launch of the Mustang in 1964; “Have You Driven a Ford Lately?”; the Falcon campaign incorporating Charles Schulz’s Peanuts characters; and “No Boundaries.”

Ford Falcon '62 ad with Peanuts Characters, 1962
https://repository.duke.edu/dc/jwtfordmotorads/jwtad250050020

Thanks to the work of the Duke University Libraries’ Technical Services, Conservation Department, Digital Production Center, and Enterprise Services, nearly 12,000 Ford Motor Co. advertisements documenting JWT’s seven decades of creative work for Ford Motor Company are now available to students, scholars, and gearheads in our new digital collection.

Ford Mustang ad, 1964
https://repository.duke.edu/dc/jwtfordmotorads/jwtad300030050

In addition to advertisements for cars, trucks, vans and SUVs, the collection also includes ads for the company’s farm implement division, Ford Farm, Ford Motorsports, taxi cabs, school buses, and police vehicles.  Advertisements for the Ford line of genuine replacement parts, Motorcraft, Ford automotive services, promotional literature, outdoor advertising, and insertion schedules are also among the materials represented in the collection.  All ads are keyword searchable and browsable by model, vehicle category, and multiple subjects and ad formats.

Post contributed by Josh Larkin Rowley, Reference Archivist for the John W. Hartman Center for Sales, Advertising & Marketing History.

Rena Bartos and “The Moving Target” in Modern Advertising

As one of the first female advertising executives in the country, Rena Bartos dramatically changed the way advertising envisioned women, both in the board room and in their marketing products.

Photograph of Rena Bartos c. 1970
Rena Bartos, c. 1970s, JWT Archives, Iconographic Collection, John W. Hartman Center for Sales, Advertising & Marketing History, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

While at JWT, Bartos created a pioneering concept in marketing called “The Moving Target,” which treated women as diverse consumers, rather than a monolithic group. She argued that in the 1970s, women’s attitudes and lifestyles were changing and accordingly so were their consumer habits. According to Bartos, the 1970s were different from previous decades because men and women increasingly purchased consumer goods together. She named that historical period, “the era of partnership,” highlighting the more egalitarian division of labor among men and women both at home and at the workplace and its impact on consumerism.

The Moving Target cover
The Moving Target. J. Walter Thompson Company, 1974. JWT Archives, John W. Hartman Center for Sales, Advertising & Marketing History, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

In order to understand the shifting desires of women consumers, Bartos took into account the influence of women’s careers on their consumer habits. Responding to inquiries about whether or not “working” and “non-working” women shared similar needs, she argued that in order to make a fair comparison between the two groups, one must take into account their life situations including whether or not they were married or if they had children. Defined by more than just their career paths, women’s consumer needs were complex and constantly shifting, indicative of Bartos’ Moving Target concept.

Spiegel advertisement, Vogue, 1980
Spiegel advertisement, Vogue, 1980, Jean Kilbourne Papers, John W. Hartman Center for Sales, Advertising & Marketing History, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

As pointed out in The Moving Target (1974), there was a growing trend in advertising “toward depicting the woman who is happily fulfilled in traditional areas–as wife and mother–and how, in addition, holds a job she likes.” The 1980 Spiegel advertisement above is indicative of that trend. The ad quotes a working mom: “I’ve successfully managed one aviation company, two children and three languages.” According to Bartos, the majority of advertisements, however, continued to depict women as either housewives or as anxious working women, “scurrying home from the office to take her house-wifely tasks anxiously in hand.” Her work, therefore, came at a crucial time in advertising, encouraging the industry to embrace the reality of a multi-dimensional American experience.

Enjoli Perfume advertisement, Vogue, 1978,
Enjoli advertisement, Vogue, 1978, Jean Kilbourne Papers, John W. Hartman Center for Sales, Advertising & Marketing History, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Bartos’ contributions to marketing and advertising stretched far beyond her time at JWT. Following her successes there, she created her own consulting firm, the Rena Bartos Company. In addition to her pioneering work as a consultant, she also served as the President of the Advertising Women of New York, was the first woman elected chair of the Advertising Research Foundation Board of Directors and was the first woman invited to be a member of the Copy Research Council. The Advertising Research Foundation honored her many contributions to the field by awarding her the Lifetime Achievement Great Mind Award in 2012 at the age of 94.

You can learn more about Bartos and her contemporaries via the Agencies Prefer Men! The Women of Madison Avenue exhibit, open through March 17, 2017 in the Mary Duke Biddle Room at the David M. Rubenstein Rare Book & Manuscript Library.

Post contributed by Ashley Rose Young, a Ph.D. candidate in History at Duke University and the Business History Graduate Intern at the Hartman Center.

Exhibit Opening and Lecture with Helayne Spivak: “Have We Come A Long Way, Baby?”

Date: Tuesday, November 15th
Time: 6:15 PM
Location: Holsti-Anderson Family Assembly Room (room 153) of the Rubenstein Library

final-posterJoin the Hartman Center in celebrating its 25th Anniversary with its second event in the anniversary lecture series focusing on Women in Advertising.  Helayne Spivak, Director of the Brandcenter at Virginia Commonwealth University, will speak about the status, achievements, and challenges women face in the advertising industry today as well as reflect on her own career and women mentors she has had.

Across the hall in the Mary Duke Biddle Rare Book Room, the Hartman Center will unveil its new exhibit, “Agencies Prefer Men!”: The Women of Madison Avenue. This exhibit uses material from the Hartman Center’s collection to share the long and sometimes hidden history of women in advertising, tracing the career opportunities open to women as they progress from clerical staff to copywriting, art and market research and on to the highest positions in ad agencies as creative directors and CEOs.  The exhibit will run through March 10, 2017.

Light refreshments will be served.

Applications Now Accepted for the 2017-2018 Travel Grant Program

t1867-1The David M. Rubenstein Rare Book & Manuscript Library is now accepting applications for our 2017-2018 travel grants. If you are a researcher, artist, or activist who would like to use sources from the Rubenstein Library’s research centers for your work, this means you!

The Sallie Bingham Center for Women’s History and Culture, the John Hope Franklin Research Center for African and African American History and Culture, the John W. Hartman Center for Sales, Advertising & Marketing History, the History of Medicine Collections, and the Human Rights Archive (new this year!) will each award up to $1,000 per recipient ($2,000 for international applicants to the Human Rights Archive) to fund travel and other expenses related to visiting the Rubenstein Library. The Rubenstein also offers the Eleanore and Harold Jantz Fellowship, a $1500 award for researchers whose work would benefit from use of the Jantz Collections.

The grants are open to undergraduate and graduate students, faculty, independent scholars, artists, and activists who live more than 100 miles from Durham, NC, and whose research projects would benefit from access to collections held by one of the centers listed above.

More details—and the grant application—may be found on our grants website. Applications must be submitted no later than 5:00 PM EST on January 31, 2017. Recipients will be announced in March 2016.

The Occasionally Recorded Happenings in the Business and Social Life of Irene Sickel Sims, 1916-1917

In the AMC hit television series Mad Men, Peggy Olson begins her career in advertising as an executive assistant whose skills and conviction enable her to become the first woman copywriter at the firm. Throughout the series, she is portrayed as a burgeoning second-wave feminist whose work ethic and determination enable her to succeed in a male-dominated industry. Although fictional, Olson’s story reflects the experiences of real women who worked on Madison Avenue in the post-WWII period. These mid-century professionals were but one generation of pathbreaking women in advertising. Unbeknownst to many viewers, women had their start in advertising long before Beatlemania hit the U.S. or the mini-skirt was in vogue. In fact, their integral contributions date back to the late nineteenth and early twentieth centuries.

In Frances E. Willard’s Occupations for Women (1897), the author dedicates an entire chapter to the integral role of women in advertising. Willard notes that women

are becoming advertising agents, taking the position in establishments in charge of the advertising department, and above all, are finding large remuneration in writing special advertisements for manufacturing firms […] So clever have women proven themselves in this special line, that hardly a manufacturer having goods toward which he wishes to attract attention, fails to avail himself of their ability. (149)

Irene Sickel Sims was one such pioneering woman. She worked as an assistant advertising manager and chief of copy for the retail advertising bureau of Marshall Field’s Department Store in Chicago. She kept a diary (1916-1917), the front page of which is inscribed with her playful handwriting, “This Then Commences the Occasionally Recorded Happenings in the Business and Social Life of Irene Sickel Sims.” The diary, written 100 years ago, details her work relationships and her day-to-day activities at the bureau, which ranged from business lunches to professional conferences. Many of her entries detail her professional relationships with men, marked by daily encounters, some of which she found frustrating and some of which inspired and motivated her.

Black and White Photograph of Exterior of Marshall Field's Chicago Store
Marshall Field’s Chicago Store, c. 1907, Detroit Publishing Company Photograph Collection, Courtesy of the Library of Congress Prints and Photographs Division. https://www.loc.gov/item/det1994015806/PP/.

As she built her reputation in the company, her colleagues regularly sought out her expertise. In August of 1916, for example, a young male co-worker came to her for help with ad revisions. She recorded the interaction in her diary:

R.V.T wrote me Saturday: “Mrs. Sims: You know so well the ways of grammar and the by-paths the trails of rhetoric. Won’t you answer this for a poor section top?” appending a criticism received on one of their signs. I decided then I’d rather have a note like that – I’d rather have all the young men in the dept. coming to me for adv. counsel and criticism than have the best of surreptition loves.

For Sims, experiencing success at work was more exciting than the thrills associated with a secret love affair popularized in literature in film at that time. She found pleasure in her career and thrived off of her abilities to mentor her colleagues, male and female alike. Sims was so successful at Marshall Field’s that other companies regularly recruited her, enticing her to join their advertising departments with formidable offers.

Photograph of two interior pages of Irene Sickel Sims's handwritten diary
Irene Sickel Sims Diary, 1916-1917, John W. Hartman Center for Sales, Advertising & Marketing History, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Sims was one of many pathbreaking women to enter into the field of advertising in roles beyond that of a typist or executive assistant. Yet, the majority of employees in executive roles remained white men. It was not until the post-WWII period that significant numbers of women and people of color began taking on positions as ad executives.

You can learn more about Sims and her contemporaries via the Agencies Prefer Men! The Women of Madison Avenue exhibit, opening November 15, 2016 in the Mary Duke Biddle Room at the David M. Rubenstein Rare Book & Manuscript Library.

Post contributed by Ashley Rose Young, a Ph.D. candidate in History at Duke University and the Business History Graduate Intern at the Hartman Center.

The Naked Truth: Jean Kilbourne on Advertising’s Image of Women

Date: Thursday, September 15
Time: 3:30-5:00 p.m.
Location: Holsti-Anderson Family Assembly Room, Rubenstein Library 153
Optional RSVP on Facebook

jean kilbourne headshotFeminist activist and advertising critic Jean Kilbourne’s pioneering work has helped develop and popularize the study of gender representations in advertising. Her presentation will show if and how the image of women has changed over the past 20 years and powerfully illustrates how these images affect us all. She is the creator of the renowned Killing Us Softly: Advertising’s Image of Women film series and the author of the award-winning book Can’t Buy My Love: How Advertising Changes the Way We Think and Feel.
Kilbourne gaultier001

This event is part of the Hartman Center for Sales, Advertising & Marketing History’s 25th anniversary lecture series focusing on women in advertising, and is co-sponsored by the Sallie Bingham Center for Women’s History and CultureJean Kilbourne’s papers are held by these two centers.

Name that Adwoman!

Help the Hartman Center solve a mystery! Recently we acquired a photograph, dated circa 1949, of a woman working on art and layout for what appears to be a Chevrolet poster. A man is standing behind her watching as she labors on a snowman at a drawing table.

Mystery photo circa 19492

What we can put together from the photograph is that the image on the drawing board is similar to the snowman featured on a poster for Chevrolet Radio Service that is affixed to the wall above the woman. A recent online auction for a similar Chevrolet Dealers’ Service Department poster, by Barrett-Jackson, dated the campaign to the 1950s and likely it is the early 1950s based on some of the design elements. The Campbell-Ewald agency held the Chevrolet advertising account during this period.

Chevrolet radio service

If you have any information about the people in this photograph, who likely worked at Campbell-Ewald on the Chevrolet account in the 1940s-1950s, please contact the Hartman Center at hartman-center@duke.edu. Thank you!

Post contributed by Richard Collier, John W. Hartman Center for Sales, Advertising & Marketing History

New Acquisitions Roundup: Charlotte Perkins Gilman Soap Trade Cards

This week and next, we’ll be celebrating the beginning of a new fiscal year by reviewing some notable items and collections that arrived here at the Rubenstein Library in the past year.

The Hartman Center recently acquired a collection of 16 different trade cards for two brands of soap, all designed by Charlotte Perkins Gilman circa 1880-1884, constituting her first published works. Gilman is better known for writing The Yellow Wall Paper and Women and Economics, published in the 1890s, but in 1880, at age twenty, she partnered with her cousin, Robert Brown, and designed trade cards for several soap companies. She had written some stories at the age of ten or eleven, and was a serious diarist, but had never seen her work published. When her mother moved the family in 1873, they began a long period in which they lived on the brink of poverty in various “cooperative housework” households, with little or no support from her estranged father. By the time she was a teenager she had already shown signs of social and economic independence and this venture into business blended that desire with her artistic ambitions.
cpgsoap004[1]
These examples, all in very good to fine condition, show a genuine artistic talent, a sense of humor, an appreciation for fantasy and the absurd, literary symbolism, and many depict women working like slaves at their domestic chores. Advertising was a relatively friendly field for women, who often showed talent for illustration and copywriting, and it was also a field that provided some income to up and coming writers and artists. These cards are excellent examples of exactly that scenario for a woman who was destined for fame in other ways.

cpgsoap002[1]

Post contributed by Jacqueline Reid Wachholz, Director of the Hartman Center for Sales, Advertising & Marketing History

 

“Daisy, Daisy…”

Spring, and a woman’s thoughts turn to…bicycles? Apart from sudden showers and the onslaught of inchworms and allergens, spring is perhaps the finest season to ride. Trees are filling out, flowers are a’bloom and the birds are a’tweet: in short the whole planet has its hormones on fine display. What’s a girl not to like—especially on a bicycle built for her, equal in every way to a man’s?

1900 Columbia bicycle from Baden
Ad from the Gary and Sandra Baden Collection of Print Advertisements

This 1900 ad for Columbia’s chainless bicycle makes the progressive argument that women are entitled to the same quality bike as a man. The copy goes on to show how the bike’s frame accommodates the latest in women’s biking fashions, and how the chainless design facilitates mounting and dismounting while eliminating the possibility of one’s skirt getting caught in a chain—or soiled by it, a concern that persists among our current-day urbanites rolling along with the right pant-leg rolled-up out of harm’s way. Actually, this basic frame design is still with us, in unisex “Dutch” and townie bike styles like the Breezers that Zagster provides for rent. Not only that, but the “bevel gear” drive system was the precursor to today’s eclectic shaft-driven bicycles (still trumpeted as “innovative.” Hah!). All in all, the Columbia was a triumph of engineering in its day, especially with the available option of a coaster brake, which is also still in use in kids’ bikes and beach cruisers.

Columbia additionally had the marketing vision to realize that the bike and rider formed a single ensemble, where the lines of the frame “Contribute to the Graceful Appearance of the Rider…”  That came at a price, though. $75 in 1900 roughly equates to around $2000 today, which would put a modern woman in the market for a top-of-the-line bike from today’s major manufacturers. On the other hand, grace is priceless, and the freedom and autonomy provided by the bicycle was likely well worth the investment. In fact, the bicycle has occasionally been praised as an instrument of liberation, and early feminists such as Susan B. Anthony were also advocates for cycling, as much for gender-political as for its health benefits. Liberate the body and the mind will follow!

Post contributed by Rick Collier, Hartman Center

Rubenstein Library 2016-2017 Travel Grant Award Winners

The Rubenstein Library’s three research center annually award travel grants to undergraduate and graduate students, faculty, and independent scholars through a competitive application process. Congratulations to this year’s recipients, we look forward to working with all of you!

Sallie Bingham Center for Women’s History and Culture

Jason Ezell, Ph.D. candidate, American Studies, University of Maryland, “Queer Shoulders: The Poetics of Radical Faerie Cultural Formation in Appalachia.”

Margaret Galvan, Ph.D. candidate, English, The Graduate Center, CUNY, “Burgeoning zine aesthetics in the 1980SLA2053s through the censored Conference Diary from the controversial Barnard Sex Conference (1982).”

Kirsten Leng, assistant professor, Women, Gender, Sexuality Studies, University of Massachusetts Amherst, Breaking Up the Truth with Laughter: A Critical History of Feminism, Comedy, and Humor.

Linda Lumsden, associate professor, School of Journalism, University of Arizona, The Ms. Makeover:  The survival, evolution, and cultural significance of the venerable feminist magazine.

Mary-Margaret Mahoney and Danielle Dumaine, Ph.D. candidates, history, University of Connecticut, for a documentary film, Hunting W.I.T.C.H.: Feminist Archives and the Politics of Representation (1968-1979, and present).

Jason McBride, independent scholar, for the first, comprehensive and authorized biography of Kathy Acker.

Kristen Proehl, assistant professor, English, SUNY-Brockport, Queer Friendship in Young Adult Literature, 1850-Present.

Yung-Hsing Wu, associate professor, English, University of Louisiana at Lafayette, Closely, Consciously Reading Feminism.

History of Medicine Collections –

Cecilio Cooper, PhD candidate in African American Studies, Northwestern University, for dissertation research on “Phantom Limbs, Fugitive Flesh: Slavery + Colonial Dissection.”

Sara Kern, PhD candidate in History & Women’s, Gender, and Sexuality Studies, Penn State University, for dissertation work on “Measuring Bodies, Defining Health: Medicine, Statistics, and Civil War Legacy in the Nineteenth-Century America.”

Professor Kim Nielsen, Disability Studies & History, University of Toledo, for research on her book, The Doctress and the Horsewhip, a biography of Dr. Anna B. Ott (1819-1893).

 

John Hope Franklin Research Center –

Beatrice Adams, Rutgers University – Why African Americans remained in the American South during the Second Great Migration.

Erik McDuffie, University of Illinois at Urbana-Champaign – Garveyism in the Diasporic Midwest: The American Heartland and Global Black Freedom, 1920Come and Join us Brothers1-1980

Gretchen Henderson, Georgetown University – A narrative and libretto for an opera rooted in African American slavery and history entitled CRAFTING THE BONDS

Maria Montalvo, Rice University – All Could Be Sold: Making and Selling Enslaved People in the Antebellum South (1813-1865)

Nick Witham, University College London, Institute of the Americas – “The Popular Historians: American Historical Writing and the Politics of the Past, 1945-present”

John W. Hartman Center for Sales, Advertising and Marketing History –

FOARE Fellowship for Outdoor Advertising Research:

Dr. Francisco Mesquita, Fernando Pessoa University, Portugal, “Billboard Graphic Production and Design Analysis”

John Furr Fellowship for JWT Research:

Jeremiah Favara, University of Oregon, “An Army of Some: Recruiting for Difference and Diversity in the U.S. Military”

 Alvin Achenbaum Travel Grants:

Faculty:

Megan Elias, Borough of Manhattan Community College, “Be His Guest: Conrad Hilton and the Birth of the Hospitality Industry”

Sarah Elvins, Department of History, University of Manitoba, “Advertising, Processed Foods, and the Changing Notions of Skill in American Home Baking, 1940-1990”

Students:

Alison Feser, Anthropology, University of Chicago, “After Analog: Photochemical Life in Rochester, New York”

Spring Greeney, Environmental History, University of Wisconsin-Madison, “Line Dry: And Environmental History of Doing the Wash, 1841-1992”

Elizabeth Castaldo Lunden, Media Studies – Center for Fashion Studies, Stockholm University, “Oscar’s Red Carpet: Celebrity Endorsements from Local to Global (A Media History)”

Eric Martell, History, State University of New York – Albany, “Kodak Advertising in the U.S. and Latin America, 1920-1960”

Eleanore and Harold Jantz Fellowship:

Dr. Jennifer Welsh, Lindenwood University-Belleville – Research on the presentation of female saints in German Catholic prayers and devotional works from the seventeenth and eighteenth centuries.