The Fitful Career of Advocacy Advertising: Political Protection, Client Cultivation, and Corporate Morale

@inproceedings{Marchand1987TheFC,
  title={The Fitful Career of Advocacy Advertising: Political Protection, Client Cultivation, and Corporate Morale},
  author={Roland Marchand},
  year={1987}
}
Advocacy advertising—as well as corporate image advertising in general—has recently been on the upswing. Some trace its origins as far back as the oil crises of the 1970s, but a historical amnesia has largely obscured the extensive earlier history of this so-called modern phenomenon. In fact advocacy advertising emerged early in the twentieth century. In some of the dramatic early campaigns, practitioners of this strategy—often among the giants of the corporate world—confronted many of the same… CONTINUE READING