History 191S: Advertising and Mass Media in the U.S.: Library  Resources

History 191S: Advertising and Mass Media in the U.S.: Library  Resources

Reference Books:



St. James encyclopedia of popular culture  Rivera Reference  E169.1 .S764 2000

5-volume Encyclopedia of popular culture with articles on everything from Burma-Shave to Frank Zappa. 


Greenwood Guide to American Popular Culture  Rivera Reference E169.1 G745 2002



American Decades Rivera Reference E169.12 A419 1994


American Decades Primary Sources Rivera Reference E169.1 A471977 2004

10-volume collection of more than two thousand primary sources on twentieth-century American history and culture.


This Fabulous Century Rivera Reference E161 T55

            Lavishly Illustrated decade-by-decade guide to American life.



Encyclopedia of Advertising Rivera Reference HF5803 A38 2003 (on Business Shelves behind Reference Desk)


International Directory of Company Histories Rivera Reference HD2721 I63 (on Business Shelves behind Reference Desk)

76 volumes and constantly growing; most major companies have multiple updated entries.


Advertising to the American Woman, 1900-1999 Rivera Reference HF5813 U6H55 2002


Finding Books:



Suggested Subject Headings:


Advertising – Social Aspects –United States - History

Advertising – United States – History – 20th Century

Advertising, Magazine – United States – History – 20th Century

African American Women in Advertising

African Americans in Advertising

African Americans in Mass Media – United States

Columbine High School

Comedy Programs – United States – History and Criticism

Commercial Art – United States – History – 20th century

Mass Media – United States - History

Mass Media and Criminal Justice

Mass Media and Race Relations

Minorities in Advertising

Nineteen Twenties (Nineteen Thirties, etc.)

Popular Culture – United States – History – 20th Century

Stereotype (Psychology) in Advertising

Television Advertising – United States – History

Television and Sports

Television and Sports – United States

Television Broadcasting – United States – History

Television Broadcasting of Sports – United States

Television Programs – United States – History

Television Programs – United States – Plots, Themes, etc.

Women in Advertising

Women in Advertising – United States – History – 20th Century

Women in Mass Media

Women in Popular Culture – United States – History – 20th Century

World War, 1939-1945 -- Motion pictures and the war

World War, 1939-1945 – Propaganda


Keyword searching:

I Love Lucy

“will and grace” (use quotations to search the phrase)

Flapper* and advertis* (truncation to retrieve “advertising” “advertisements”, etc.)



To locate books in the University of California Libraries outside of UCR. 

Use the REQUEST feature to obtain books via Interlibrary Loan.  Turnaround times will vary depending on how many UC libraries carry the book and other factors.

Finding Articles:


There are numerous databases that have potential usefulness for this class.  To see a subject listing of databases, click on the “Databases by Subject” Link:


America: History and Life

Scholarly articles, reviews, dissertations, and collections in US and Canadian history from pre-history to present.  Searches can be limited to journal articles only.  Searches can also be limited to specific decades.  Use UC E-Links to locate items in the UCR print and/or online collections; E-Links will provide a REQUEST form if UCR does not carry the item.



Reader's Guide Retrospective 1890-1982

Citations to articles from 512 leading U.S. magazines during these years.


Academic Search Complete

Articles from scholarly magazines in all fields and popular magazines. Useful for its coverage of journals in history, communications, women's studies, ethnic studies, business, sociology, and psychology.



Business Source Complete

Covers thousands of business and non-business periodicals; full text is available for a high percentage of the more recent titles.




Digitized archives of core scholarly journals, starting with the very first issues, many of which date from the 1800s. The full text of  journal articles are scanned and available online. JSTOR is not a current issues database - it does not include the past 1-5 years.            

Project MUSE

Digitized archives of scholarly journals, mostly covering the last 10 years.

Primary Sources:

Locating the actual advertisements:


Advertisements are, unfortunately, not indexed in print or online indexes to periodicals or newspapers.  Therefore finding advertisements to serve as primary sources for your papers can be a challenge. 

The All-American Ads Series:

Rivera Secured Collection NC998.5 A1 A125 2004

(Books in the Secured Collection can be checked out by UCR students)

Lavishly illustrated volumes with reproductions of print ads from each decade.  Currently in Secured collection are volumes for the twenties, thirties, forties, fifties, sixties, and seventies; volumes for the eighties and for 1900-1919 are at the bindery and should arrive soon.


Browsing through old popular magazines/newspapers:

Although the Reader's Guide Retrospective provides indexing to the article content of some older popular magazines, there is no index to the advertising! In fact, no periodical index in print or online format indexes advertising content of periodicals. 

Some popular magazines to browse with their call numbers:

Saturday Evening Post          1943-1975       AP2 S3

1897-1942              Microfilm AP2 S3


Time Magazine                       1923-present   AP2 T5


Newsweek                               1937-present   AP2 N4

                                                1933-present   AP2 N4 Microfilm


Ebony                                     1970-present   AP2 E26

                                                1945-present   AP2 E26 Microfilm

                                                1955-1970       AP2 E26 Special Collections Oversize


Esquire                                   1945-1978       AP2 E86 Rivera Secured

                                                1979-present   AP2 E86

                                                1933-1944       SRLF (request through Interlibrary Loan)


Harper's                                  1850-present   AP2 H3


New Yorker                            1932-present   AP2 N39

1925-1933              AP2 N39 Microfilm


Holiday                                   1946-1976       AP2 H6



As with magazines, there are no indexes available for the advertising content of newspapers.  There are databases that provide article coverage from major newspapers:


New York Times Historical via ProQuest

Articles from the New York Times 1857-2001


New York Times Current via ProQuest

Articles from the New York Times 1999-present


Los Angeles Times Historical via ProQuest

Articles from the Los Angeles Times 1881-1985


Los Angeles Times Current via ProQuest

Article from the Los Angeles Times 1985-current


These databases do include “display ads”;

Check display ad to search for display ads for products or companies.

            o Lucky Strike (limit the date range to the decade 1940s)

            o Coca Cola drink (limit the date range to the decade 1910s)


Newspapers on Microfilm:

The only way to see all the advertisements in older newspapers is to view them on microfilm.  Newspapers on microfilm in the basement of Rivera library include:


Los Angeles Times                 1881-present

New York Times                     1851-present

Press-Enterprise                     1878-present

Atlanta Constitution                         1963-1988

Birmingham News                 1953-present

Chicago Tribune                    1919; 1963-present

Christian Science Monitor    1957-present

Dallas Morning News            1953-present

Denver Post                            1963-present

Philadelphia Inquirer           1963- present

St. Louis Post-Dispatch         1917, 1963-present

San Francisco Chronicle      1968-present


Topics: 15-20 students


World War II publicity/propaganda (advertisements, films)

Depiction of African Americans in print advertising in the early 1900s

U.S. Military recruitment advertising and the rise of the all-volunteer military

Transformation of blues/other musical genre in selling to youth generation (1960s?)

Civil Rights movement in the media (3 students)

Sports on television

Depictions of women in 1920s ads that reinforce traditional notions of domesticity /separate spheres

Depiction of the flapper

Great Depression/New Deal

Advertising on behalf of the women's suffrage movement

Media coverage of Columbine

Women and contraceptives

Music jingles in advertising

Gender stereotypes on tv; a comparison of I Love Lucy and Will and Grace

Last modified: 7/23/2008 4:40 PM by M. Yonezawa

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