The Selling of America: The Advertising Council and American Politics, 1942–1960

Abstract

From its inception in the 1940s the Advertising Council was part of a broad, loosely coordinated campaign by American business leaders to contain the anticorporate liberalism of the 1930s and to refashion the character of the New Deal State. In this campaign the Council generally aligned itself with the more liberal wing of the business community, usually identified with the newly organized Committee for Economic Development (CED), rather than with the older and more conservative National Association of Manufacturers (NAM). Like the CED, the Advertising Council often espoused a “corporatist” ideology which emphasized cooperation between business and government; and like the Business Advisory Council, the National Petroleum Council, and other quasi-public corporatist bodies, it sought to establish close, reciprocal relationships with the executive branch. The Council enthusiastically supported the new foreign and national security policies of the Truman Administration, but strongly opposed its domestic programs. By contrast, the Council supported both the foreign and domestic policies of the Eisenhower Administration, and helped promote the administration's economic programs in a series of major advertising campaigns. Through its millions of “public service” advertisements, the Council sought to promote an image of advertising as a responsible and civic-spirited industry, of the U.S. economy as a uniquely productive system of free enterprise, and of America as a dynamic, classless, and benignly consensual society.