Historical Research Capabilities: Advertising
The collection lends itself well to research of American advertising as a component of the country's broader culture. Through the Chautauqua materials, researchers can explore a unique, American phenomenon that left its imprint upon all forms of mass communication and entertainment that followed it, including radio, television, and the Internet.
Not only do the materials themselves constitute a collection of pertinent artifacts, but several items promote lectures on contemporary sales techniques and business practices.
For example, Harry "Gatling Gun" Fogelman was available to deliver talks such as "Finding the Customer" and "The Power of Suggestion in Advertising and Salesmanship." Under the Subject Index heading, Salesmen and salesmanship, are materials for Frank Pryor Myers and his lecture topics including "The Law of Suggestion," "Importance of the Emotional Appeal," and "Buying Motives and Inhibitions."
- According to the numerous examples in this collection, what promotional techniques were most prevalent in the Chautauqua business?
- Why might these techniques be especially suited to Chautauqua? Would these techniques be effective for other sorts of promotions? Why or why not?
- According to the materials on speeches about advertising and salesmanship, what advertising techniques were being used in the early twentieth century? Are these techniques still popular today?