14410512

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2o. Creel defended President Wilson's initial stance on the impending war during the 1916 presidential reelection as consistent with prior administrations that "had the courage toholdtothe orderly diplomatic procedure of Washington and Adams, eventually winning justice without resort to war."In Wilsonand the Issues (New York: Century Company, 1916).

1. Benito Mussolini, “Fascism," in Princeton Readings in Political Thought, Mitchell Cohen and Nicole Fermon, eds. (Princeton, NJ:Princeton University Press, 1996), 572.

1. George Creel, Rebel at Large: Recollections of Fifty Crowded Years (New York: G. P. Putnam's Sons,1947),158. In fact, Creel portrayed the purpose of the Committee on PublicInformationasone of information distribution, and rejected the notion of propaganda as used by the Germans, which“had come to be associated with lies and corruptions. Our effortwas educational and informative only,for we had such confidence in our case as to feel that only fair presentation of its facts was necessary. Complete Report of the Chairman of the Committee on Public Information(Washington DC: Government Printing Office, 1920).

1. Alan Axelrod, Selling the Great War: The Making of American Propaganda (New York: Palgrave Macmillan, 2009), I.

1. Creel estimated the total audience members to whom the so5,190speeches were made in the Complete Report of the Chairman of the Committee on Public Information. Creel calculated a total of 755,190 speeches made from the 505,190 speeches made during the regular campaign, 70,00o speeches made during the early campaigns, and18o,000 speeches in the concluding periods ofthe campaign. Approximately 202,454,514 audience membersattendedthe regular campaign,with an additional40,ooo,000 audience members in the early campaigns and72,oo0,00oaudience members in the concluding periods of the campaigns, totaling 134,454,514 audiencemembers throughout the campaigns. Creel believed, however, that the numbers were far greater than the total 314,454,514 audience attendance calculated because he assumed that there were a considerable number of communities who did not report audience totals. As a result, Creel claimed that the incomplete or lack of reports “received justifies an estimate of final totals of a million speeches heard by four hundred million individuals." Though Creel's estimates were based on incomplete figures, theywould not be completely unreasonable given that there had been atotal of thirty-six distinct national campaigns and a growing attendance of moviegoers at the time.

1. James R. Mock and Cedric Larson, Words That Won the War: The Story of the Committee on Public Information, 1917–1919 (New York: Russell & Russell, 1968), 152.

1. When creator James Montgomery Flagg later presented a copy of the poster to President Franklin D. Roosevelt, Flagg revealed that he had used himself as a model for the image of Uncle Sam to avoid paying a modeling fee. The real-life inspiration for Uncle Sam, however, is somewhat more ambiguous and still in dispute. One popular theory links theinspiration for the national symbol to Samuel Wilson, a meatpacker from Troy, NewYork,who during the War of 1812 supplied meatto the American troops. Complying with labelingrequirements, Wilson marked each package with "E.A.-U.S.," which likely stood for Elbert Anderson Jr., Wilson's contractor, and United States. Butlocal soldiers attributed the U.S. stamp as standingfor"Uncle Sam"Wilson.

1. The case, Debs v. U.S., was one of three cases where the Court had upheld the Espionage Act convictions during the war that restricted free speech. In preparing his speech at Canton, Ohio, Debs had been careful to comply with the act and claimed to deliver a speech predominately for the purpose of “Socialism, its growth, and a prophecy of its ultimate success." Nonetheless, the Court identified parts of the speech, which sympathized and praised individuals convictedfor obstructing the enlistment service, and concluded that one could construe such parts as encouragement to those present to act similarly. As such, the Court found that “one purpose of the speech, whether incidental or not . . . was to oppose not only war in general but this war, and that the opposition was so expressed thatits natural and intended effect would be to

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1. Walter Lippmann, Public Opinion (New York: Harcourt, Brace, 1922), 249.

1. The district court decision in the case, Masses Publishing Co. v. Pattern, restedon principles of the First Amendment, which the court reasoned, under certain circumstances, could protect certain seditious speech fromgovernment prosecution. The decision was subsequently reversed by the Court of Appeals.

1. In fact, the case, Whitney v. California, would later be explicitly overruled in Brandenburg v. Ohio.

1. Edward Bernays, Propaganda (NewYork: Ig Publishing, 1928), 37.

1. Printers'Ink 105(New York: Decker Communications,1918), 44.

第4章为女性制造产品需求

AND WHAT WOMEN WANT

1. S. N. Behrman, "The Advertising Man," The New Republic, August 20, 1919.

1. Cynthia Clark Northrup, The American Economy: A Historical Encyclopedia, Volume I (Santa Barbara: ABC-CLIO,20I1).

1. Claude C. Hopkins, Scientific Advertising (Minneapolis: Filiquarian Publishing, 2007), 3.

1. For more information on C. C. Hopkins, see David Ogilvy, Ogilvy on Advertising (New York: Vintage, 1985).

1. Charles F. McGovern, Sold American: Consumption and Citizenship, 1890-1945 (Chapel Hill: University of North Carolina Press,20o6), 25.

1. For more information on Albert Lasker and Claude Hopkins, see Edd Applegate, The Rise of Advertising in the United States: A History of Innovation to 196o (Lanham, MD: Scarecrow Press, 2012).

1. Cynthia B. Meyers, A Word from Our Sponsor: Admen, Advertising, and the Golden Age ofRadio (New York: Fordham University Press, 2014).

1. Cruikshank and Schultz,The Man who Sold America.

1. American Academy of Pediatrics Committee on Nutrition,"The Use and Misuse of Fruit Juice in Pediatrics," Pediatrics107, no. 5 (May 20o1), 1211-12.

II. Linda S. Watts, Alice L. George, and Scott Beekman, Social History of the United States: The 1920s (Santa Barbara: ABC-CLIO, 2009).

1. For an example of advertisements for Pepsodent, see “The Film Danger," advertisement,1926, Boys' Life.

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(Urbana: University of Illinois Press, 1984), 10o; Claude Hopkins, My Life in Advertising and Scientific Advertising (McGraw Hill Professional, 1966).

1. The phrase comes from a speech by JohnWatson in 1935: "Since the time of the serpent in the Garden of Eden influenced Eve and Eve in turn persuaded Adam, the world has tried to find out ways and means of controllinghuman behavior."Tom Farley and Deborah A.Cohen, Prescription for a Healthy Nation: A New Approach to Improving Our Lives by Fixing OurEveryday World (Boston: Beacon Press, 20o5),11o.

1. Martin Kornberger, Brand Society: How Brands Transform Management and Lifestyle (Cambridge, UK: Cambridge University Press, 2o1o), 53; John B. Watson, "Psychology as the Behaviorist Views It," 20 Psychological Review 158-177 (1913), 249.

1. C. James Goodwin, Research in Psychology: Methods and Design (Hoboken, NJ: John Wiley & Sons, 2010).

1. JoelSpring, Educating the Consumer-Citizen: A History of theMarriage ofSchools, Advertising, andMedia (Mahwah,NJ: Lawrence ErlbaumAssociates, 20o8), 51; Farley and Cohen, Prescription for a Healthy Nation, 11o.

1. John McDonough and Karen Egolf, The Advertising Age Encyclopediaof Advertising (Chicago: Fitzroy Dearborn Publishers, 2oo2); Fox, The Mirror Makers,73.

1. Theodore F. MacManus, “The Underlying Principles of Good Copy," in Masters of Advertising Copy (New York: IPL, 2007).

1. Robert E. Ramsay, Effective Direct Advertising: The Principles and Practice of Producing Direct Advertising for Distribution by Mail or Otherwise (NewYork: D. Appleton, 1921); Lisa Rado, Modernism, Gender, and Culture: A Cultural Studies Approach (New York: Routledge, 2009).

1. Linda M. Scott, Fresh Lipstick:Redressing Fashion and Feminism (New York: Palgrave Macmillan, 2005).

1. Harry Tipper, Advertising, Its Principles and Practice (New York: The Ronald Press Co.,1919); Ramsay, Effective Direct Advertising, 554.

1. Denise Sutton, Globalizing Ideal Beauty: How Female Copywriters of the J. Walter Thompson AdvertisingAgency Redefined Beauty for the Twentieth Century (New York: Palgrave Macmillan, 2009), 27.

1. Christine Seifert, Whoppers: History'sMost Outrageous Lies and Liars (New York: HoughtonMifflin Harcourt, 2015).

1. Kerry Segrave, Endorsements in Advertising: A Social History (Jefferson, NC: McFarland, 2005).

1. Alan Brinkley, The Publisher (New York: Alfred A. Knopf, 2o1o).

1. Motion Picture,Vol. 27, 1924, 67. For more information about AlvaBelmont, see Sylvia D. Hoffert, Alva Vanderbilt Belmont: Unlikely Champion of Women's Rights (Indianapolis: Indiana University Press, 2012).

1. Ladies’ Home Journal, Vol. 43, Part 2, 1926, 53.

1. Inger L. Stole, Advertising on Trial: Consumer Activism and Corporate Public Relations in the 1930s (Urbana: University of Illinois Press, 2005), 31.

第5章 隐藏在科学的外衣之下

I. Stephen R. Fox, The Mirror Makers: A History of American Advertising and Its Creators (Urbana: University of Illinois Press,1997), 115.

1. John Gunther, Taken at the Flood: The Story of Albert D. Lasker (New York: Harper,

196o). While Gunther cites the advertising budget to have been \$19 million in 1931,

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various publications, ranging from Life and Billboard, reporting on George WashingtonHill's death, claimed that Hill had spent as much as \$2o million for advertising in 1931.

1. There is some historical dispute about the origin of the"It's toasted” tagline, A Fortune article seems to suggest that the slogan was first developed by Hopkins when working as a copywriter for Lord & Thomas. "How the Real Don Draper Sold Lucky Strikes,"Fortune, September 19, 201o, http://archive.fortune.com/2o1o/o9/17 /news/companies/Mad-Men\_Lucky-Strike\_Lasker\_excerpt.fortune/index.htm. However, the Stanford Research into Tobacco Advertising has an advertisement with the phrase "It's toasted" dating from 1917, which was long before Lord & Thomas signed on to the Lucky Strike account in 1925. TheStanford Collection of Tobacco advertisements can be foundat http://tobacco.stanford.edu/tobacco\_main/images .php?token2=fm\_st319.php&token1=fm\_img13529.php&theme\_file=fm\_mto10 .php&theme\_name=Fresh,%2oPure,%2oNatural%2o&%2oToasted&subtheme name=It%27s%2oToasted.Moreover,George Washington Hill recounted in a 1938 issue of Time that his father had created the "It's toasted” phrase one day when discussing the tobacco cooking process. "ADVERTISING, It's Toasted,"Time, December5,1938, http://content.time.com/time/magazine/article/o,9171,760432,00.html.

1. The copy is from a February 1931 advertisement in PopularScience.

1. The advertisement featured Helen Jepson, who was the lead soprano with the Metropolitan Opera from 1935 to 1941. She is quoted as saying that a “season of opera and concert means my voice and throat must be consistently in perfect condition. Therefore . . . it is all important to me that I be careful in choosing my cigarettes. I smoke Luckies . . . because I feel it is wise for me to choose a light smoke for my voice." The advertisement goes on to claim thatHelen Jepson is one of a wide range of “leading artists of the radio, stage, screen and opera” in which“their voices are their fortunes' and the "throat protection of Luckies—a light smoke, free of certain harsh irritants removed by the exclusiveprocessIt's Toasted'. . . are gentle on the throat."

1. Lord & Thomas would send along the cartons to various physiciansin the mid-192os, requesting a response to whether “Lucky Strike Cigarettes . . . are less irritating to sensitive and tender throat than othercigarettes." The survey responses were then used to verify their claim that the “toasting process" made Luckies "less irritating." However there was no substantive proof of the claim. For more information on therelationship between the tobacco industry generally and the medical profession, see Martha N. Gardner and Allan M.Brandt, The Doctors' Choice Is America's Choice (American Journal ofPublic Health, 2oo6), http://www.ncbi.nlm.nih.gov/pmc /articles/PMC1470496/.

1. To further strengthen the credibility of the claim that the “toasting process" made Luckies “less irritating,"as verified by the surveyed physicians, the advertisement claimed that“the figures quoted have been checked and certified to by LYBRAND, ROSS BROS AND MONTGOMERY.Accountantsand Auditors."The advertisement, originally published in theMagazine of Wall Street on July 26, 193o, can be viewedat http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1470496/figure/f1/.

1. Larry Tye, The Father of Spin: Edward L. Bernays and the Birth of Public Relations (New York: Henry Holt, 1998), 28.

1. The Sullivan Ordinance, which prohibited any manager or proprietor of a public space from permitting women to smoke therein, was conceived by"Little Tim” Sullivan, who believed that"the public sentiment [was]with him and that he [could] get away with his ordinance, even if it [did] infringe slightly upon woman's inherent and constitutional rights." "BarsWoman Smokers,"Washington Post,January 7, 19o8. The ordinance was passed on January 21, 19o8.“No Public Smoking by Women Now, New York Times, January 21, 1908.

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The only reported incident in which a woman was arrested under the Sullivan Ordinance was Katie Mulcahey (twenty years old). She claimed that she's "got as much right to smokeas you have. . . . No man shall dictate to me." Nonetheless, Mulcahey was fined \$5. “ArrestedforSmoking," New York Times, January 23, 1908. Interestingly, the law was incorrectly applied, as the ordinance was to be applied against managers or proprietorsof public spaces, not the women themselves, should they allow women to smoke.

While the ordinance was in effect for only a shortperiod, there were continued efforts to prohibitwomen from smoking. For example, New York aldermanPeter McGuinness attempted to renew the city ordinance that would prohibit women from smoking in public spaces to protect femalemorals. This sentiment was mirroredin a Washington Post editorial in 1914."Women and Smoking ShareCheckered History," Wall Street Journal, March 12, 2oo8. As one historian notes, public opinion was still againstwomensmoking:“Between the lips of a woman, a cigarettewasregarded as a badge of the stage adventuress, or certainly one inclinedto the Bohemian persuasion.'"Gerard Petron, The Great Seduction (Atglen, PA:Schiffer, 1996), 22.

1. Among those present at theNewYork Easter Parade on April1, 1929, were a list of debutantes. Bernays procured these names from the editor of Voguemagazine and convinced the women that their participationin publicly smokingonFifth Avenue would lead to the expansion ofwomen's rights. To learn more about Bernays's use of psychoanalysis and Freudian ideas in advertisingand shaping consumer culture, see Edward L. Bernays, Crystallizing Public Opinion (New York: Boni & Liveright, 1923); and Lisa Held, "Psychoanalysis Shapes Consumer Culture,"American Psychological Association 40 (2009).

II. For further detail about how Bernays preparedfor the event, see Allan M. Brandt, The Cigarette Century: The Rise,Fall,and Deadly Persistence of the Product That Defined America (New York: Basic Books, 2007), 85.

1. One article in the New York Evening World reportedthat a woman,who had lit a LuckyStrike, “first got the idea for this campaign when a man on the street asked her to extinguish her cigarettebecause it embarrassed him. Italked it over with my friends, andwe decided it was high time something was done about the situation."" However, according to Larry Tye, biographer of Bernays, this woman, Bertha Hunt, was the secretary of Bernays and likely was speaking on his behalf. Larry Tye, The Father ofSpin: Edward L. Bernays and the Birth of Public Relations (New York:Crown, 1998).

1. Noam Chomsky, "What Makes Mainstream Media Mainstream,"Z Magazine, October 1997. Chomsky cites Bernays's Propaganda and overallwork as “the main manual of the public relations industry."

14."Easter Sun Finds the Past in Shadow at Modern Parade," New York Times, April 1, 1929.

1. Another popular variation of the slogan reads "When tempted—Reach for a Lucky Instead."It's possible that this slogan was a variation on a late 18oos advertisement in which Lydia Pinkham urged womento "reach for a vegetable instead of asweet."

1. Claude C. Hopkins, Scientific Advertising (Minneapolis: Filiquarian Publishing, 2007).

1. Advertising for Lucky Strike cigarettes increased from \$12 million in 1926to \$40 million in 193o. Bob Batchelor, American Pop: Popular Culture Decade by Decade (Westport, CT: Greenwood Press, 20o9). Comparable percentages of GDP in 1929 include

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42 percent personal consumption of goods, 32 percent of personalconsumption of services, .o5 percent gross private domestic investment of structures, .o5 percent gross privatedomestic investmentof equipmentandsoftware, .04 percentofresidential investment, .I percent of federal and state government expenditures and gross investments. See Gross Domestic Product—Bureau of Economic Analysis, https://www.bea .gov/scb/pdf/2012/08%2oAugust/o812%2ogdp-other%2onipa\_series.pdf.

1. By itself, it went from\$1o.7 million in billings in192o to\$37.5 million by the end of the decade, of which more than half was billed by theWomen's Editorial Department. The apparent key to its giant billings was this department—as Landsdowne pointed out herself, "The success of the J. Walter Thompson Company had been in large measure due to the fact that we have concentrated and specialized upon products sold to women." Mark Pendergrast, Uncommon Grounds: The History of Coffee and How It Transformed Our World (NewYork: Basic Books, 201o).

1. The Ranch, despite its use as a vacation home for the Resors, was a full-time, selfsustaining operation. The Ranch included “sophisticated electrical generating facility, dairy barns, chicken and turkey coops, machine shops, and cattle and horse-related structures."See"The Snake River Ranch HistoricDistrict at the National Register of Historic Places,"http://wyoshpo.state.wy.us/NationalRegister/Site.aspx?ID=453.

2o. Lasker was Jewish andwas therefore unable to attend the local golf club. It is possible for this reason that he created the golf club, among the many other structures, after purchasing the 38o acres of farmland in 1921.

1. Calvin Coolidge, “Address Before the American Association of Advertising Agencies," Washington, DC, October27, 1926, http://memory.loc.gov/cgi-bin/query/r ?ammem/cool:@field(DOCID+@lit(ms221).

1. Claude Hopkins, My Life in Advertising (New York: Harper & Publishers, 1917).

第6章 广告与欺诈的界限

I. For more details about Schlink's work in the National Laboratories, see Rexmond C. Cochrane, Measures for Progress: A History of the National Bureau of Standards (Washington, DC: U.S. Department of Commerce, 1974).

1. Stuart Chase and Frederick J. Schlink, Your Money's Worth: A Study in the Waste of the Consumer's Dollar (New York: Macmillan, 1936), 258.

1. Ibid., 26o.Chase and Schlink agreed that “Chase would do the writing while Schlink wouldprovide thefactual information”for the book,later described as“a blistering attack on U.S.business practices." Inger L. Stole, Advertising on Trial: Consumer Activism and Corporate Public Relations in the193os(Chicago: University ofIllinois Press, 2006).

1. Chase and Schlink, Your Money's Worth. Sammy R. Danna, ed., Advertising and Popular Culture: Studies in Variety and Versatility (BowlingGreen, OH: Bowling Green State UniversityPopular Press, 1992), 26. Sociologist Robert S. Lynd first characterized Chase andSchlink's book as "the UncleTom's Cabin of the abuses of the consumer" in "Democracy's Third Estate: The Consumer,"Political Science Quarterly 51, no. 4 (December 1936), 497-98. For more about Consumers' Research Inc., see John McDonough and Karen Egolf, eds.,“Consumers' Research,"in The Advertising Age Encyclopedia ofAdvertising (Chicago:Fitzroy Dearborn Publishers, 2oo2).

1. "Consumers UnionPuts on Muscle,"BusinessWeek December 23, 1967. See Lawrence B. Glickman, BuyingPower: A History of Consumer Activismin America (Chicago: University of Chicago Press, 2009), 196; Stole, Advertising onTrial.

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1. Wallace F. Janssen,"The Story of the Laws Behind the Labels,"FDA Consumer, June 1981,http://www.fda.gov/AboutFDA/WhatWeDo/History/Overviews/ucmo56044. htm; John E. Lesch, The First Miracle Drugs: How theSulfa Drugs Transformed Medicine (New York: Oxford University Press, 2007)

1. Eric W. Boyle,Quack Medicine: A History of Combating Health Fraud in Twentieth-Century America (Santa Barbara: ABC-CLIO, 2o13); LaurenceV. Burton,"What the Food Manufacturer Thinks of S. 1944," Law and Contemporary Problems 1(December 1933), 121; Stole, Advertising on Trial; Richard Maxwell, ed., Culture Works: The Political Economy of Culture (Minneapolis: University of Minnesota Press, 2oo1). For a newspaper's critique of the Tugwell Bill, see“The Tugwell Bill," ChicagoTribune, February 16, 1934,http://archives.chicagotribune.com/1934/o2/16/page/12/article /the-tugwell-bill.

1. President Franklin D. Roosevelt signed theFederal Food, Drug, and Cosmetic Acton June 25, 1938. Janssen, "The Story of the Laws Behind the Labels." The Wheeler-Lea Amendment “extended the FTC's jurisdiction to protect consumers as well as competitors against injuries resultingfrom deceptive acts andpractices in interstate (but not in local) commerce." Stole, Advertising on Trial, 157. To read more of Milton Handler's critique, see Handler, "The Control of False Advertising Under theWheeler-Lea Act," Law and Contemporary Problems 6 (Winter 1939), 11o.

1. For a discussion on the effects the Depression had on the advertising industry, see Ronald Marchand, "Depression Advertising as a Shift in Style,"Advertising the AmericanDream.

第7章 黄金时段的诞生

1. Dr. William J. Gies of Columbia University's Department of Biologic Chemistry began studying the composition of tooth powders in 19o9, and undertook an extensive inquiry into the validity of Pepsodent's advertisingclaims. James Wynbrandt, The Excruciating History of Dentistry: Toothsome Tales and Oral Oddities from Babylon to Braces (New York: St. Martin's Griffin, 1998), 191.

1. William J. Gies, "Pepsodent," TheJournal of the American Medical Association 68 (April28, 1917), 1387.

5.John Irving Romer, ed.,"Radio as an AdvertisingMedium," Printer's Ink 119 (April27, 1922),201.

1. Samuel Lionel Rothafel and Raymond Francis Yates, Broadcasting: It's a New Day (New York: Century, 1925), 156.

1. Elizabeth McLeod, TheOriginal Amos'n' Andy: FreemanGosden, Charles Correll and the 1928–1943 Radio Serial (Jefferson, NC: McFarland, 2005), 40.

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1o. Hong Kong-based Hawley & Hazel Chemical Company manufactured Darkie toothpaste and sold the product widely in Hong Kong, Malaysia, Taiwan, and other countries in East Asia. Hawley & Hazel was acquired in 1985 by the U.S corporation Colgate-Palmolive, who announced that it would rename Darkie as Darlie and redesign its logo.

I1. “Originality Over the Air Pays Pepsodent," Broadcasting, April15, 1933, 9.

1. Jim Cox, American Radio Networks: A History (Jefferson,NC: McFarland, 2o09), 48.

1. "Niles Trammell," Broadcasting, January 1, 1939, 40.

1. Ultimately, the constant repetition of the slogan has been credited for creating the American habit of twice-yearly dentalexaminations. Templin also insisted that Hay exclusively read the Pepsodent pitch, ultimately resulting in the public's association of Hay "as a conservative, sincere, honest representative of the Pepsodent Company, not of NBC." See Jeffrey L.Cruikshank and Arthur Schultz,The Man Who Sold America: The Amazing (but True!)Story of Albert D. Lasker (Cambridge: Harvard Business Review Press, 2010).

1. Arthur H. Samuels, "On the Air," The New Yorker, March 22, 1930, 96.

16.See Cynthia B. Meyers, AWord from Our Sponsor (NewYork: Fordham University Press, 2014), 68–69. Meyers notes the elements in the advertisement that are typical of "reason-why"advertising "in the repetition of key points('cleaning and policing'), the claim of scientific progress (Pepsodent laboratories'), use of superlatives (new and different,' new discovery'), and multiple reasons why' to buy the product."

1. Kay Trenholm, "Last Night on WJZ," New York Sun, August 20, 1929.

1. Erik Barnouw, ATower in Babel: A History of Broadcasting in the United States to 1933, Vol. 1 (New York: Oxford University Press, 1966), 230.

19.For example, in 192o Westinghouse, a leading manufacturerand seller of radio hardware, established KDKA in order to sell radio through programming. Westinghouse would later have shared ownership with GeneralElectric (GE), another manufacturer and seller of radio hardware, and with the Radio Corporation of America (RCA), a jointly owned subsidiary of Westinghouse and GE of NBC. It therefore is no surprise that Merlin H. Aylesworth, NBC's first president, believed that "the main purpose of broadcasting . .. [was]not to make money"but instead"to give the public such increasingly better programs that people will continue to buy and use radio sets and tubes. Andthat works to the advantage not only ofthe manufacturing companies whose money is invested in the National Broadcasting Company, but to all makers of radio equipment, and the general public as well." Frank P. Stockbridge,“Feeding 13,0oo,ooo Radio Sets," Popular Science Monthly, October 1929. For more general information about theearlyhistory of radio broadcasting,see Thomas H. White, “The Developmentof Radio Networks (1916–1941),”accessed January 30, 2016, http://earlyradiohistory.us/seco19.htm.

1. RobertC. Allen, Speaking of Soap Operas (Chapel Hill: University of North Carolina Press, 1985), 119. Allen quotes Irna Phillips, who created and scripted various soap operasincluding Painted Dreams, Today'sChildren, and Guiding Light, which contained many still popular literary devices, such as the "cliff-hanger" ending. Ultimately,a study in 1932concluded that"the program sponsor should realize that the housewife in a majorityof cases is the member of thefamily whohas the most influence upon family purchases and is the one who spends the greatest amount of time in the home. She is, therefore, the member of the family most easily reached by radio broadcasts."Allen, Speaking of Soap Operas, 106-7.

1. George Creel, How We Advertised America (New York: Harper & Brothers, 192o).

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