Abstract
Abstract During the period from 1900 to 1917, utility companies led in the expansion of the legitimate use of advertising in the political arena. Under the leadership of men such as Theodore Vail, President of AT&T, they openly invited the advertising business to help establish a public climate conducive to private, monopolistic utility service. Consequently, a growing number of advertising agencies found themselves engaged in political persuasion decades before the widespread use of advertising to elect candidates for public office. Early utility advertising thus prefigured the many types of advocacy and corporate image advertising widely used in the 1970s. It showed a willingness on the part of some agencies to develop non-product campaigns for clients involved in controversial public issues.
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