Enter your mobile number below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
Getting the download link through email is temporarily not available. Please check back later.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Creating the Corporate Soul: The Rise of Public Relations and Corporate Imagery in American Big Business New Ed Edition

3.5 out of 5 stars 2 customer reviews
ISBN-13: 978-0520226883
ISBN-10: 0520226887
Why is ISBN important?
ISBN
This bar-code number lets you verify that you're getting exactly the right version or edition of a book. The 13-digit and 10-digit formats both work.
Scan an ISBN with your phone
Use the Amazon App to scan ISBNs and compare prices.
Have one to sell? Sell on Amazon
Buy used On clicking this link, a new layer will be open
$34.99 On clicking this link, a new layer will be open
Buy new On clicking this link, a new layer will be open
$37.75 On clicking this link, a new layer will be open
More Buying Choices
17 New from $24.91 22 Used from $1.00
Free Two-Day Shipping for College Students with Prime Student Free%20Two-Day%20Shipping%20for%20College%20Students%20with%20Amazon%20Student


Get unlimited access to the world's best-selling magazines
One low monthly price, 100s of your favorite titles. > Try Texture FREE
$37.75 FREE Shipping. Only 2 left in stock (more on the way). Ships from and sold by Amazon.com. Gift-wrap available.
click to open popover

Frequently Bought Together

  • Creating the Corporate Soul: The Rise of Public Relations and Corporate Imagery in American Big Business
  • +
  • Advertising the American Dream: Making Way for Modernity, 1920-1940
  • +
  • The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism
Total price: $91.43
Buy the selected items together

Editorial Reviews

Amazon.com Review

Around the turn of the century--long before corporations cared about such things as public image--society cowered beneath the lengthy shadows cast by monster companies. The soulless corporation, ensconced in monolithic skyscrapers and populated by army-sized staffs, was defended by smug men like J.P. Morgan, who believed he owed "the public nothing." One depression and a world war later, corporations began to realize the value of connecting with Main Street, small-town America. By recasting themselves as "good neighbors," businesses such as AT&T and U.S. Steel proved to consumers that they posed no threat to democracy or the American way. Roland Marchand's Creating the Corporate Soul provides a brilliant look at this transformation, showing how spin doctors gave these callous giants a thorough makeover. Filled with entertaining print ads and interesting case studies, the book shows us the power of public relations and corporate image. Marchand's exhaustive study may even prompt readers to take another look at modern corporations and ask them to reconsider what lies beneath their facades. --This text refers to an out of print or unavailable edition of this title.

From Booklist

In a masterful display of research and perspicacity, similar to that found in his Advertising the American Dream, the late historian Marchand offers up his rendition of how the corporation gained its soul. From business image as a faceless entity under government and public siege in the late nineteenth century, he traces the evolution of spin doctoring and advertising to counteract such unfortunate utterances as Vanderbilt's "the public be damned." Examples are pulled from the (now) household-name variety of business, such as AT&T, Ford, GE, General Motors, and Heinz. Image making started with paternalistic employee welfare (e.g., cooking and sewing classes at NCR); it took shape with AT&T's human faces of telephone operators and linemen. It matured before and during World War II by way of corporate advertising, radio shows, movies, and world's fair exhibits. Surprisingly, there is no apparent indictment here of corporate communications. What's more, the author's theory about the different corporate personas is made real through extensive documentation as well as an extremely readable prose style. Barbara Jacobs --This text refers to an out of print or unavailable edition of this title.
NO_CONTENT_IN_FEATURE

New York Times best sellers
Browse the New York Times best sellers in popular categories like Fiction, Nonfiction, Picture Books and more. See more

Product Details

  • Series: Director's Circle Book
  • Paperback: 470 pages
  • Publisher: University of California Press; New Ed edition (April 23, 2001)
  • Language: English
  • ISBN-10: 0520226887
  • ISBN-13: 978-0520226883
  • Product Dimensions: 6.8 x 0.8 x 10 inches
  • Shipping Weight: 2.1 pounds (View shipping rates and policies)
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,229,114 in Books (See Top 100 in Books)

Customer Reviews

5 star
0%
4 star
50%
3 star
50%
2 star
0%
1 star
0%
See both customer reviews
Share your thoughts with other customers

Top Customer Reviews

By Craig Matteson HALL OF FAMETOP 500 REVIEWER on April 24, 2006
Format: Paperback Verified Purchase
This is an interesting work in business and cultural history. Roland Marchand documents the way corporations used (and developed) public relations to develop images of themselves in the public mind. This is really about the early decades and is quite fascinating. We see this today, certainly. For example, when some huge food conglomerate shows you some master chef each portion of the food they want you to buy, you are getting the same kind of treatment. It wouldn't do to show you the huge machines and food production lines that create these food products in vast quantities. No, they want you to think in terms of some impossibly personalized image. (Although recently I saw a television commerical for a breakfast cereal showing the machines making and packaging the food with some of the folks making it talking to the viewer about how great their product is.)

While some may feel the author of the book is more hostile to corporations than is actually appropriate, I think he has done a fine job in presenting us with these historical images and insightful text that supports his thesis. I am certainly pro-business and conservative. However, I in no way want to pretend that corporations are caring and personal entities that have objects other than providing profits for their shareholders at heart. There are a great many philosophical issues that can be discussed about the duties of corporations, and I am willing to engage in those debates, but no one should mistake these entities for families or friends (or monsters or enemies, either). Corporations are artificial creations that we have created to provide goods and services efficiently and thereby returning profits to shareholders. This book documents how they create images that help them accomplish those purposes.
Comment 2 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Paperback
This book does a nice job of taking a dry subject and presenting it in an interesting way. It is nice reading about different companies "adventures" in advertising. I specifically liked the phone companies story and its attempt to avoid being labeled a monopoly. It is worth your time if you are interested in advertising, but is a rather dense read.
Comment One person found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Set up an Amazon Giveaway

Creating the Corporate Soul: The Rise of Public Relations and Corporate Imagery in American Big Business
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: Creating the Corporate Soul: The Rise of Public Relations and Corporate Imagery in American Big Business