History 191S: Advertising and Mass Media in the U.S.: Library Resources
Reference Books:
POPULAR CULTURE SOURCES:
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
“DECADES” SOURCES:
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.
BUSINESS/ADVERTISING SOURCES:
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:
SCOTTY CATALOG:
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.)
MELVYL CATALOG:
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:
HISTORY DATABASES:
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.
GENERAL/MULTIDISCIPLINARY DATABASES:
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 DATABASES
Business Source Complete
Covers thousands of business and non-business periodicals; full text is available for a high percentage of the more recent titles.
FULL TEXT ELECTRONIC JOURNAL COLLECTIONS
JSTOR
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
NEWSPAPER RESOURCES:
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
