Product Description
"This book is a scholarly examination of one of America's pioneer advertisers who could sell anything, anywhere, to anyone. Morello's thoroughly researched, analytical, and objective conclusions, enhanced by an artistic style, convince the reader that Albert D. Lasker was a far more important businessman and political consultant tna previously recognized. This is a "must" read for anyone interested in advertising, business, political campaigning, or twentieth century American history. Every college library should have a copy." Dr. Henry E. Everman, Eastern Kentucky University. "Morello's MS is engaging, entertaining, and well written. Lasker and Harding have rarely been studied together before, and Morello does an excellent job of reconstrucing how Lasker's expertise in advertising and public relations shaped the 1920 presidential campaign. Given the current state of American politics-and, in particular, the pivotal role of television advertising in the presidential election campaigns-Morello's study traces the origins of one of the more consequential political developments of our day. Morello's study is wide-ranging, consistently informative, and fun to read." Richard R. John, Department of History, University of Illinois at Chicago Shows the role Albert Lasker, well-known for promoting Lucky Strikes, Van Camp's Pork & Beans, and Sunkist Oranges, played in the election of Warren G. Harding, forever changing the way political candidates are publicized. Modern advertising moved into the 20th century borne on many vehicles and distinguished by many techniques, three of the most frequently used being "reason why" advertising, celebrity endorsements, and pre-emptive claims. Best known for his "reason why" advertising, Albert Davis Lasker, president of the Lord & Thomas Agency of Chicago, championed all three techniques, helping Lucky Strike Cigarettes, Van Camp's Pork & Beans, and Sunkist Oranges become business successes. His least known but best work was in the political area, where he helped the Repubicans gain control of Congress in 1918, and with the election of Warren G. Harding, recapture the White House in 1920. This book covers events leading to Harding's nomination and election and the key role Laske played in his election. Bringing along the tricks he had used to sell soap, beer, cigarettes, and canned food, Lasker plunged into political advertising, forever changing the way political candidates are public zed.
About the Author
John A. Morello is a History Professor in the Department of General Education at DeVry Institute of Technology, Addison, Illinois.
