Selling Themselves

The Emergence of Canadian Advertising

Russell Johnston

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English

University of Toronto Press
10 May 2012

Advertising

Series: Heritage

From its origins in the Victorian era as a marginal and somewhat shady enterprise, the advertising trade in Canada changed radically after the turn of the century

rising quickly to a position of influence and respectability. In this book, Russell Johnston tells the story of the people who made it so.

Johnston's setting is the dynamic intersection of business and culture during the early decades of the twentieth century. During this period, he argues, magazines and newspapers grew increasingly dependent on sales of advertising space, and this precipitated a widespread restructuring of the publishing industry. Ultimately, this affected the range and content of Canadian periodicals, setting the parameters for a newly invigorated, though still fragile, Canadian magazine industry. Johnston charts this process by exploring the lives, goals and ideas of a new breed of solicitor, the ad agent, and shows how agencies began to draw on the disciplines of psychology and economics to promote their products, thus initiating the modern market research industry.

The only thorough analysis of the forces shaping advertising in Canada prior to 1930, this study documents the emergence in Canada of a key component of the modern culture of consumption.

By: Russell Johnston
Imprint: University of Toronto Press
Country of Publication: Canada
Dimensions: Height: 229mm, Width: 152mm, Spine: 19mm
Weight: 500g
ISBN: 9781442613072
ISBN 10: 1442613076
Series: Heritage
Pages: 368
Publication Date: 10 May 2012
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Russell Johnston is an associate professor in the Department of Communication, Popular Culture, and Film at Brock University.