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Stephen R. Fox

The Mirror Makers: A History of American Advertising and Its Creators Paperback – July 1, 1997

by Stephen Fox (Author)

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The Mirror Makers: A History of American Advertising and Its Creators

Print length

416 pages
Language

English
Publisher

University of Illinois Press
Publication date

July 1, 1997
Dimensions

9.18 x 6 x 0.92 inches
ISBN-10

0252066596
ISBN-13

978-0252066597
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Technical Details

Publisher

‎University of Illinois Press (July 1, 1997)

Language

‎English

Paperback

‎416 pages

ISBN-10

‎0252066596

ISBN-13

‎978-0252066597

Item Weight

‎1.27 pounds

Dimensions

‎9.18 x 6 x 0.92 inches

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Customer reviews

5 star		72%
4 star		14%
3 star		14%
2 star 0% (0%)		0%
1 star 0% (0%)		0%

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Reviewed in the United States on July 30, 2020

Verified Purchase

Si algo bueno tiene leer una historia contada por un profesor es que el autor es didáctico y se esmera por las descripciones y las referencias. El libro The Mirror Makers es una joya para nosotros los arqueólogos del arte del capitalismo: la publicidad. Habla de los pioneros, sus vidas y obras. Totalmente recomendado. Un detalle: compré mi primer ejemplar en 1998 y 22 años más tarde, compré mi segundo ejemplar para tenerlo bien cuidado.

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Great book. Had to read for a class

Reviewed in the United States on February 20, 2015

Verified Purchase

Great book. Had to read for a class, but glad to learn about this topic. Very fascinating and well written.

2 people found this helpful

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Paul Magnussen

Advertising through the decades

Reviewed in the United States on October 6, 2014

When the TV shows you a handsome, athletic, well-dressed man holding* a beer and being clutched by adoring women, do you think "If I drank that beer, I could be clutched by adoring women, too"?

Not me: I more often think "I wouldn't drink that cat-pee if you paid me".

But apparently a lot of people (males, anyway) do think this way, because the approach sells product. And the person who originated it seems to have been Helen Resor, who used it (with the sexes reversed) to sell Woodbury's Facial Soap in the 1920s.

The Odyssey of advertising from it's "Reason Why" début in the 19th century to the date of this book's publication (1984), via such stops as Freudian tunnellings into the consumer's (alleged) subconscious and panics over (putative) brain-washing, makes a fascinating tale; and Mr Fox is the ideal man to tell it, since a) he seems to know the topic backwards and forwards, and b) he really is a terrific writer.

Indeed, the first paragraph got me hooked:

"Practically everyone dislikes it. Advertising interrupts radio and television programs, crowds editorial matter off the pages of newspapers and magazines, disfigures city streets, defaces the countryside, and even lurks at eye level for tired, vulnerable standees on the subway. Nobody believes it, or at least admits to believing it. It usually appeals to the less agreeable aspects of human nature: greed, vanity, insecurity, competitiveness, materialism. At cocktail parties, people in the advertising business wince when asked what they do for a living.

But there it is, one of the dominant forces in twentieth-century America [...]"

So if you have slightest interest in the subject-matter, whether you're in the industry or out of it, I thoroughly recommend this book.

It's been said that anything can be made interesting by a good writer who really knows his subject; and here's a case in point.

*But apparently never — on American TV, anyway — drinking.

CONTENTS

1. Advertising Prehistory: The Nineteenth Century
2. The Age of Lasker
3. High Tide and Green Grass: The Twenties
4. Depression and Reform
5. The Second Boom
6. The Creative Revolution
7. Real Reform: New Images in the Mirror
8. The 1970s: The Cycle Never Stops
Glossary, acknowledgments, references, notes & index

7 people found this helpful

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The Agency Review

Absolutely indispensable

Reviewed in the United States on May 29, 2012

Let's not beat around the bush: This is a great, great book. It should be required reading by anyone in the advertising industry, by anyone who works with anyone in the advertising industry, and by anyone who has ever or might ever actually see an advertisement of any kind. The fact that that this "updated" version is over a decade and a half old as of this review (late 2011) should not dissuade you. For a comprehensive, insightful and well-written history of how people have tried to convince other people to buy things, nothing I have read beats it.

Now, if this were only a timeline of facts and figures about the men (and occasionally women) who created the advertising of America, it would be valuable. It offers introductions to the all but forgotten greats gone by - like Lasker, Powers, Hopkins, Resor - as well as the titans familiar to anyone who has watched Mad Men - such as Ogilvy, Bernbach, and Burnett. Fox explains what [to read the rest of this review, please visit: [...]]

3 people found this helpful

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Robert Fleege

Advertising must read

Reviewed in the United States on August 1, 2004

Anybody who ever worked, or ever want to work a day in the advertising business must read this book. Media, account and creative people will enjoy it equally. You will gain tremendous insight and respect for our industry -- understanding where we've come from -- and appreciation of where we are today. Extremely entertaining. Full of wisdom and fascinating stories about the advertising forefathers and legends. Rightfully the most quoted book on advertising. Robert Fleege - fleege.com

7 people found this helpful

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Lawrence E. Cranfoed

Mirror Makers

Reviewed in the United States on August 16, 2006

Great book on the early days of Advertising and how things have changed over time. This is must reading for anyone going into the Advertising or Marketing for that matter

2 people found this helpful

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