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Inventory of the J. Walter Thompson Company. Domestic Advertisements Collection, 1875-2001 and undated, bulk 1920s-1990s

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Descriptive Summary

Title

J. Walter Thompson Company. Domestic Advertisements Collection, 1875-2001 and undated, bulk 1920s-1990s

Creator

J. Walter Thompson Company.

Extent

360 Linear Feet
300,000 Items

Repository

Rare Book, Manuscript, and Special Collections Library, Duke University

Language

English.

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Administrative Information

Access Restrictions

Collection is open for research.

However, patrons must sign the Acknowledgment of Legal Responsibility and Privacy Rights form before using this collection.

In addition, All or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-hour delay in obtaining these materials.

Please contact Research Services staff before visiting the Rare Book, Manuscript, and Special Collections Library to use this collection.

Use Restrictions

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the Rare Book, Manuscript, and Special Collections Library.

Preferred Citation

[Identification of item], J. Walter Thompson Company. Domestic Advertisements Collection, Rare Book, Manuscript, and Special Collections Library, Duke University.

Provenance

The Domestic Advertisements Collection was initially transferred to the Special Collections Library from the J. Walter Thompson Company (JWT) in 1987 and has had additions each year since then.

Processing Information

Processed by Craig Fleishman

Encoded by Richard Collier, Craig Fleishman

Completed February 23, 2001

Processing of this collection was supported in part by gifts from the J. Walter Thompson Company Fund and the John and Kelly Hartman Foundation.

This finding aid is NCEAD compliant.

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Historical Note

Beginning in 1919 the New York Office of the J. Walter Thompson Company began to systematically retain the advertisements it had created. The Statistical and Information Department, renamed the Information and Records Department in the 1920s, arranged the advertisements in scrapbooks. Initially, most of the advertisements preserved were tear sheets, the actual advertisements clipped from newspapers and magazines. By the 1930s, however, the department retained the final printers' proofs for magazine advertisements. The scrapbooks therefore began to be called "proof books."

In the 1950s the responsibility for creating proof books fell to individual account groups. In addition to the account group proof books, a file clerk under the supervision of the Traffic Department maintained proofs. When no longer of current use, the file clerk transferred the proofs to a storeroom or records center. Throughout these years, individuals who helped create campaigns or who managed an account sometimes would maintain personal proof books.

In 1977 the New York Office established a Creative Library. Its responsibilities included the preservation on microfilm of all print advertisements, which was done for most of the 1980s. Imprints are located in the JWT Microfilm Collection; the originals were apparently destroyed after microfilming. The Creative Library has made an effort to create files of work from all major U.S. offices, so work from Atlanta, Chicago, Detroit, Los Angeles, San Francisco, and Washington, D.C., is better represented in the collection from the late 1970s and after. Where known, the office that created the advertisements is noted in the container list. In addition, JWT subsidiaries such as Brouillard Communications or Lord Geller Federico and Einstein (LGFE) are noted where their work has been identified.

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Collection Overview

The Domestic Advertisements Collection consists of print advertisements created by U.S. offices of the J. Walter Thompson Company (JWT). The bulk of the collection dates from the 1920s and after, but a few examples are available from as early as 1875. Print advertisements appear in a variety of formats--magazine, newspaper, color, black-and-white, proofs, tearsheets, negative transfers, clippings, along with a limited number of sketches for outdoor advertising installations. Some of the advertisements feature work from notable artists, such as Norman Rockwell, and photographers like Edward Steichen, Irving Penn, and Baron De Meyer. In addition to the actual advertisements, the files dating from the 1910s to 1950s often contain "insertion schedules" that provide the dates and names of the magazines or newspapers in which a given advertisement appeared. In general, proofs for JWT's long-time clients have been saved more systematically than those for accounts that JWT did not hold for a long time. The collection does not include advertisements which have been transferred to microfilm (see the JWT Microfilm Collection). Also, advertisements created for clients that JWT lost prior to the 1940s are less likely to have been saved, although some were microfilmed and are still available in that form. For some JWT clients there are no print advertisements at all in this collection. Among the most extensive files of print advertisements are those for the following JWT clients: Champion Spark Plug, Chesebrough-Ponds, Eastman Kodak (Instamatic, Pocket Instamatic, and Disc cameras, Kodak film), Ford Motor Company (consumer and dealer advertisements), R.T. French, Irving Trust Bank, J. Walter Thompson Company ( "house advertisements" ), Kraft Foods (including Kraft cheeses, Miracle Whip, Philadelphia Cream Cheese, and Velveeta), Lever Brothers (Lifebuoy, Lux, Close Up, Mrs. Butterworth), Pan American World Airways (passenger jet travel, cargo transportation), Radio Corporation of America (RCA) (RCA Victor recordings, consumer goods, National Broadcasting Company), Reader's Digest, Scott Paper, Seven-Up, Standard Brands (Chase and Sandborn, Fleischmann, Royal, Tenderleaf tea), and Warner-Lambert (primarily Listerine, including advertisements produced by the Lambert and Feasley agency).

The Collection is organized into three series--Main Files, Small Files, and Oversize Materials--that reflect both the size of the holdings for each client as well as the physical location of the advertisements. Within each series, clients are arranged alphabetically and then the advertisements are arranged chronologically. The Main File Series includes clients for which at least one box have been preserved. A separate Small Files Series is maintained for clients for which less than one box of advertisements, and often much less, has survived. The Oversize Materials Series includes many of the clients found in both the Main and Small Files Series.

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Collection Overview

Chesebrough Ponds, 1875-1968. Proofs from the 1920s to 1950s feature testimonial advertising for Pond's Cold Cream. Noted socialites endorsing the product were photographed by well known photographers, including Edward J. Steichen and Baron DeMeyer.

Eastman Kodak Company, 1930-present. Organized into two categories--Consumer and Trade advertisements--that correspond to Kodak's two major marketing areas. Consumer advertisements feature photographs by well known photographers, famous slogans and trademarks, and depict the American family over several decades in settings where the cameras are used. Introductions of new camera models are well represented, including the Instamatic in 1963, the Pocket Instamatic in 1972, the Instant camera in 1975, and the Disc camera in 1982. At different times JWT handled both film and cameras (still and/or movie) or just Kodak films. Trade advertisements include campaigns for medical and industrial films, Kodel fibers, and Eastman Chemical, as well as advertisements aimed at Kodak dealers. Additional Kodak advertising may be found in the Wayne P. Ellis Collection of Kodakiana.

Ford Motor Company, 1945-present. Key campaigns include "There's a Ford in Your Future" (1945-1948), the "Peanuts" campaign (1960-1962) and the launch of the Mustang (1964). In addition to print advertisements showing the introduction of new models, photostats of outdoor billboards in the 1940s and early 1950s are included. Truck and dealer advertising can also be found. A separate collection, the JWT Detroit Office's Ford "Collateral Literature," houses showroom brochures, and diverse sales materials in many formats.

Irving Trust, 1918-1986. Fine line drawings, often of New York City locales, appear in 1920s newspaper advertisements.

J. Walter Thompson Co., 1917-present. These "house" advertisements are an important source of information about the Company's operations and philosophy.

Kraft Foods Corporation, 1922-present. Advertisements for products including Miracle Whip, Velveeta, Philadelphia Cream Cheese, other cheeses, salad dressings, etc. and a number of lesser-known early products are present. Includes many advertisements with recipes and many trade advertisements directed at grocers.

Lever Brothers, 1900-present. The earliest advertisements are for Lifebuoy Soap. J. Walter Thompson Co. introduced Lux Flakes in 1915 and Lux Toilet Soap in 1925. The early Lux Flakes advertisements employed the talents of fine illustrators. Comic style advertising appeared in the 1930s ( "Peggy Lux" and others). The Lux Toilet Soap campaigns began featuring movie and stage star testimonials in 1927. One noteworthy campaign dates from 1953-1954 when Irving Penn photographed some of Hollywood's most famous stars. The Lever Brothers advertisements for both Lux products also include photographs of car cards (subway and bus posters) from the 1920s. Other Lever products represented in the collection include Stripe and Close Up toothpastes, Mrs. Butterworth syrup, and Lever 2000 bath soap.

Massachusetts Mutual Insurance Company, 1951-1967. Although few in number, many of the advertisements contain Norman Rockwell illustrations. The original art work has been retained by the client.

Pan American World Airways, 1942-1974. Contains advertisements prepared for both U.S. and international consumers and includes the introduction of jet passenger travel. Cargo advertising also can be found.

RCA (Radio Corporation of America), 1943-1976. In addition to consumer products, advertisements for the National Broadcasting Company (NBC) programs can be found in this group.

Readerâ€™s Digest, 1945-present. Many of the advertisements since the 1960s highlight articles appearing in the current month's issue. Examples of corporate advertising for international editions of Reader's Digest are also present.

Scott Paper Co., 1927-1983. Numerous product introductions are represented.

Seven-Up, 1944-1978. Shows the changes in positioning this beverage from a family drink to "Wet 'n' Wild" to the "Un-Cola."

Standard Brands, 1925-1984. Advertisements cover a range of products, including Fleischmann's Yeast, Chase and Sanborn, Tenderleaf Tea, and Royal Pudding and Gelatin.

Warner-Lambert, 1915-1997. Advertisements consist primarily of proofs and tearsheets. There are no advertisements present for the years 1945-1947 or 1949. The vast majority of the advertisements are for Listerine Antiseptic, with other products represented beginning in the late 1960s. Listerine was manufactured by the Lambert Pharmacal Company beginning around 1915. William Warner acquired the company in 1955, merged it into his own pharmaceutical business and changed the name to the Warner-Lambert Co.

Warner-Lambert is the only client file in this collection that includes the work of an agency other than JWT. Until 1962, Listerine advertising was handled by the Lambert and Feasley agency in New York, the house agency for the Lambert Pharmacal Co. (St. Louis) up to 1955, and for its successor the Warner-Lambert Co. (Morris Plains, N.J.), from 1955-1962. When JWT obtained the Listerine account in October 1962, the back files of Listerine advertisements were transferred to JWT.

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Subject Headings

These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials.

J. Walter Thompson Company.
J. Walter Thompson Company--Atlanta office.
J. Walter Thompson Company--Chicago office.
J. Walter Thompson Company--Detroit office.
J. Walter Thompson Company--Frankfurt office.
J. Walter Thompson Company--New York office.
Advertising, Outdoor--United States.
Champion Spark Plug (Company).
Chesebrough-Pond's.
Eastman Kodak Company.
Ford Motor Company.
R.T. French Company.
Irving Trust Company.
Kraft Foods Company.
Lever Brothers Company.
Pan American World Airways, Inc.
Radio Corporation of America.
Reader's Digest.
Scott Paper Company.
Seven-Up Company.
Standard Brands Incorporated.
Warner-Lambert Company.
Lambert and Feasley (Company)
De Meyer, Adolph, Baron, 1868-1949.
Penn, Irving.
Rockwell, Norman, 1894-1978.
Steichen, Edward, 1879-1973.
Advertising agencies--History.
Advertising--Food--United States.
Advertising--Soap.
Advertising--Automobiles--United States.
Advertising photography--United States.
Advertising.
Advertisements.
Advertising--United States--History.
Advertising--Transportation.
Sketches.
Clippings.
Proofs.
John W. Hartman Center for Sales, Advertising & Marketing History.

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Related materials within the J. Walter Thompson Company Archives:

World War II Advertising Collection.
Microfilm Collection--contains 104 reels of advertisements dating from 1906 to 1960, and includes West Coast offices from 1916 to 1928 and international offices from 1927 to 1933.
Newsletter Collection, especially those dating from 1946 and after.
Publications: J.Walter Thompson Advertising, Thompson Red Book, and Thompson Blue Books, 1887-1912.
Account Files Collection.
Client Lists.
Competitive Advertisements Collection. Although these primarily contain advertisments of non-JWT clients (i.e. competitorâ€™s advertising), this collection sometimes contains JWT advertisements. May also include advertisements of various JWT clients before or after they worked with JWT.
International Advertisements Collection. Especially strong in advertisements from JWT offices in Montreal (1940-1980) and Frankfurt, Germany (1950s-1980s) and small numbers of advertisements from many other JWT offices worldwide.
Mounted Advertisements Collection.
Review Board Records.
Atlanta Office. United States Marine Corps Account Records.
Chicago Office. Account Files.
Chicago Office. Hyatt Hotels Corp. Account Files.
Chicago Office. Quaker Oats Account Files.
Detroit Office. Ford Collateral Literature.
Detroit Office. Ford Dealer Association Records.
Frankfurt Office. Advertisements.
New York Office. Best of the Month Slides.

Other related, non-JWT collections:

Wayne P. Ellis Collection of Kodiakiana (for Kodak-related materials).
Liggett and Myers Collection.
Lightner Collection of Antique Advertisements (for early automobile advertisements).
Gary P. and Sandra G. Baden Collection of Print Advertisements.
Outdoor Advertising Association of America Slide Library (image descriptions for this vast collection are accessible through the ROAD database).
War Effort Mobilization Campaigns Poster Collection.

	List of Series in Collection
		Main Files Series, 1875-2001 and undated
		Small Files Series, 1901-1997 and undated
		Oversize Materials Series, 1916-1993 and undated

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Detailed Description of Collection

Main Files Series, 1875-2001 and undated

Includes clients for which at least one box (usually at least 100 advertisements) have been preserved. A few files contain photocopies or prints made from microfilm, a fact which is noted in the list. Parenthetical identification of the client or product or the JWT office or division responsible for the ad has been added in some cases. The files are arranged alphabetically by client (not product), insofar as it has been possible to determine the client name accurately and as it was known during the relationship with JWT (hence, Lever Brothers in lieu of Unilever). The files are then arranged chronologically within client groupings.

The main clients in this series include Chesebrough Ponds, Eastman Kodak Company, Ford Motor Company, Irving Trust Bank, J. Walter Thompson Co., Kraft Foods Corporation, Lever Brothers, Massachusetts Mutual Insurance Company, Pan-American Airlines , RCA (Radio Corporation of America), Readerâ€™s Digest, Scott Paper Co., Seven-Up, Standard Brands, and Warner-Lambert. The clients in this series are NOT represented in the Small Files Series but MAY have advertisements in the Oversize Series.

Advertising Council (Ad Council) and other public service clients, 1947-1995

Box AD1

Advertising Council, 1949-1951, 1983

Advertisements for Ad Council as the client.

[See also Oversize Folder 1.]

American Cancer Society, 1952

American Foundation for AIDS Research (Climb for the Cure), 1992

American Red Cross, 1957, 1964, 1967, 1970, 1977-1978, 1982-1986, 1988-1991 (5 folders)

[See also Oversize Folder 4.]

Box AD2

Better Schools, 1949-1954

Bob Hope Heart Research Institute, 1985

BOM (Boysville)--Detroit, ca. 1996

Boy Scouts of America, 1972-1973, 1981-1982 (Chicago), 1984 (Boy Scouts of Greater New York)

[See also Oversize Folder 6.]

California Arts Council (Sacramento), 1989

Catholic Charities Dept. of Foster Family Services (Chicago), 1972, 1988

Children's Literacy Initiative (Mrs. Bush's Storytime), ca. 1990

Children's Memorial Hospital (Chicago), 1995

Church World Service, 1948

Civil Defense, 1954

Coalition on Donation (organ donation), ca. 1990s

Committee for Handgun Control (Ban the Bullets)--Chicago, 1975

COPSA Institute for Alzheimers' Disease, ca. 1990s

Crusade For Freedom (Radio Free Europe/Free Europe Press), 1956-1957

Cystic Fibrosis, 1982

[See also Oversize Box OV3.]

Department of Housing and Urban Development (HUD)--Atlanta, Philadelphia, Tampa, 1985, 1992-1994

Executive Service Corp. of Chicago, 1987

Box AD3

Hospice Foundation of Southeastern Michigan, 1989

Literary Council of Chicago, 1985

March of Dimes, ca. 1990

Museum of Contemporary Art (Chicago), 1981

National Bible Week, 1991

NATO, 1957, 1964, 1984

[See also Oversize Folder 36.]

New England Earth Day (Brouillard), 1990

New York Cares (coat drive), 1996

Nurse recruitment, 1947-1951

Partnership for a Drug-Free America, 1989-1990s

President's Council on Youth Opportunity ( "Give a Damn" ), 1968

Providence--St. Mel High School (Chicago), 1982-1983

Red Nose Day USA for Sudden Infant Death Syndrome (SIDS), ca. 1990s

Religion in American Life (RIAL), 1949-1970 (2 folders)

Box AD4

Salvation Army, 1962, 1970, 1972-1978, 1980-1986, 1988-1995

San Francisco AIDS Foundation, 1996

Save the Cable Cars (San Francisco), 1983

Statue of Liberty--Ellis Island Foundation, 1986

United America (tolerance campaign), ca. 1950s

United Cerebral Palsy, 1972, 1977-1978, 1980, ca. 1984, 1987

United Foundations (Detroit), 1966-1967, 1970, 1972-1973

United Service Organizations (USO), 1961

United Way, ca. 1990s

U.S. Food and Drug Administration (product tampering), 1987

Vehicle Emmissions Check Committee (U.S. Jaycees), 1974

Box AD5

U.S. Savings Bonds, 1948-1952, 1954, 1956-1957, and undated (9 folders)

Alberto-Culver, 1963-1970

Box AC1

1963-1970

Allegheny Airlines: see US Air

Allied Signal (formerly Garrett), 1969-1989

[See also Oversize Box OV1.]

Box AS1

1969, 1974, 1978-1984, 1986-1989

Aluminum Limited/ALCAN, 1953-1976

Box AL1

1953-1959

Box AL2

1960-1969, 1973-1976

American Cancer Society: see Advertising Council

American Gas Association, 1966-1997

[See also Oversize Box OV1.]

Box AG1

1966-1972, 1974-1980

Box AG2

1980-1984, 1986-1997

American Red Cross: see Advertising Council

American Weekly, 1941-1950

Box AW1

1941-1943

1941-1950,Insertion schedules

Box AW2

1944-1946

Box AW3

1947-1950

Ameritech (American Information Technologies), 1983-1988

[See also Oversize Box OV2.]

Box AI1

1983-1985

Box AI2

1986-1988

Andrew Jergens Co., 1915-1935

[See also Oversize Box OV2.]

Box AJ1

1915-1935

Atlantic Mutual Companies ( Brouillard), 1986-1997

Box AM1

1986-1997 (insurance)

Australian Meat and Livestock Corp. ( Brouillard), 1988-1997

Box AU1

1988-1997

Bally Manufacturing Corporation, 1974-1991

Formerly Health and Tennis Corp. of America; includes Vic Tanny, Richard Simmons, Chicago Health and Raquetball.

[See also Oversize Box 18, Oversize Folder 21.]

Box BM1

1974-1980

Box BM2

1981-1991

Bausch and Lomb, 1970-1981

[See also Oversize Folder 5.]

Box BL1

1970-1971

Box BL2

1972-1981

Beatrice Foods, 1984-1987

[See also Oversize Box OV2.]

Box BF1

1984-1987

Bell Atlantic, 1988-1991

Box BA1

1988-1991

Benetton, 1984-1992

[See also Oversize Box OV2.]

Box BE1

1984-1988

Box BE2

1988-1991

Box BE3

1992

Better Schools: see Advertising Council

Blue Cross/Blue Shield, 1940-1991

[See also Oversize Box OV2.]

Box BC1

1940-1946

Box BC2

1947-1953

Box BC3

1954-1956

Box BC4

1957-1963

Box BC5

1964-1971

Box BC6

1972-1981

Box BC7

1982-1984, 1986-1991

Booth Publishing, 1973-1984

Box BP1

1973-1984

Brillo Manufacturing, 1943-1967

Box BR1

1943-1949

Box BR2

1950-1967

Burger King, 1975-1987

[See also Oversize Box OV2; Oversize Folder 7.]

Box BK1

1975-1987

Burlington Industries, 1951-1958, 1980-1982

Box BI1

1951-1958, 1980-1982

Burroughs, 1954-1969

Box BU1

1954, 1961-1966, 1968-1969

Campbell Taggart Associated Bakeries (Chicago), 1970-1973

[See also Oversize Box OV2.]

Box CA1

1970-1973

Champion Spark Plug, 1955-1986

[See also Oversize Folder 10.]

Box CS1

1955-1961

Box CS2

1962-1963

Box CS3

1964-1965

Box CS4

1966-1969

Box CS5

1970-1971

Box CS6

1972-1973

Box CS7

1974-1976

Box CS8

1977-1980

Box CS9

1981-1986

Chesebrough-Pond's, 1884-1969, 1992-1994

Proofs from the 1920s to 1950s feature testimonial advertising for Pond's Cold Cream. Noted socialites endorsing the product were photographed by well known photographers including Edward J. Steichen and Baron De Meyer.

[See also Oversize Box OV2; Oversize Folder 11.]

Box CP1

1884-1916

Box CP2

1917-1920

Box CP3

1921

Box CP4

1922

Box CP5

1923

Box CP6

1924

Box CP7

1925

Box CP8

1925-1926

Box CP9

1926-1928

Box CP10

1929-1930

Box CP11

1931

Box CP12

1932

Box CP13

1934-1935

Box CP14

1936-1937

Box CP15

1938-1939

Box CP16

1940-1942

Box CP17

1943-1945

Box CP18

1946-1948

Box CP19

1949-1951

Box CP20

1952-1953

Box CP21

1954-1958

Box CP22

1959-1969, 1992-1994

Chicago, Milwaukee, St. Paul and Pacific RR, 1959-1975

[See also Oversize Box OV3.]

Box CH1

1959-1962

Box CH2

1963-1964

Box CH3

1965-1966

Box CH4

1967

Box CH5

1968-1969

Box CH6

1970-1975

Chicago Tribune, 1969-1972

[See also Oversize Box OV3; Oversize Folder 12.]

Box CT1

1969-1972

Church World Service: see Advertising Council

Civil Defense: see Advertising Council

Claussen Pickles: see Oscar Mayer

Colman, JandJ: see JandJ Colman

Columbia Presbyterian Medical Center (New York), 1955-1981

Box CO1

1955-1962

Box CO2

1963-1969, 1981

Congoleum, 1963-1979

[See also Oversize Box OV3.]

Box CN1

1963-1965, 1967-1971, 1974-1979

Crusade for Freedom: see Advertising Council

Eastman Kodak--Consumer, 1907-1996

Organized into two categories--Consumer and Trade advertisements--that correspond to Kodak's two major marketing areas. Consumer advertisements feature photographs by well known photographers, famous slogans and trademarks, and depict the American family over several decades in settings where the cameras are used. Introductions of new camera models are well represented, including the Instamatic in 1963, the Pocket Instamatic in 1972, the Instant camera in 1975, and the Disc camera in 1982. At different times JWT handled both film and cameras (still and/or movie) or just Kodak films. Trade advertisements include campaigns for medical and industrial films, Kodel fibers, and Eastman Chemical, as well as advertisements aimed at Kodak dealers.

Eastman Kodak advertising is also represented in various other collections: JWT Account Files (includes films and videos plus account information); Wayne P. Ellis Collection of Kodakiana

[See also Oversize Box OV3.]

Box EC1

ca. 1907-1915, 1930-1931

ca. 1907-1915 (not necessarily JWT)

1930 Magazine

1930 Newspaper

1930-1931 Insertion schedules (2 folders)

1931 Newspaper and magazine

Box EC2

1931-1932

1931-1932 Magazines (2 folders)

1932 Insertion schedules

ca. 1932 "Death" and "Priceless Moments" campaigns

Box EC3

1932-1933

1932-1933 Magazine and newspaper (2 folders)

1933 Insertion schedules

Box EC4

1933-1934

1933-1934 Magazines (2 folders)

1934 Insertion schedules

Box EC5

1934-1935

1934 Insertion schedules

1934 Magazine

1934-1935 Newspaper (2 folders)

Box EC6

1935-1936

1935 Magazine (2 folders)

1936 Insertion schedules

1936 Newspaper

Box EC7

1936-1937

1936-1937 Kodak (2 folders)

1937 Insertion schedules

Box EC8

1937-1938

1937 Kodak

1937-1938 Tennessee Eastman Corporation (Tenite)

1938 Home movie cameras

1938 Insertion schedules

1938 Photographs, cameras

Box EC9

1938-1939

1938-1939 Kodascope Library Division

1939 Home movie cameras

1939 Insertion schedules

1939 Photographs, cameras

Box EC10

1940

1940 Home movie cameras

1940 Insertion schedules

1940 Newspaper

1940 Photographs, cameras

Box EC11

1941-1942

1941-1942 Home movie cameras (2 folders)

1941-1942 Insertion schedules (2 folders)

1941-1942 Photographs, cameras (2 folders)

1942 Newspaper

Box EC12

1943-1944

1943-1944 Home movie cameras

1943-1944 Industrial photography (wartime)

1943-1944 Insertion schedules (2 folders)

1943-1944 Newspaper

1943-1944 Photographs, cameras, film (wartime advertisements) (2 folders)

Box EC13

1945-1946

1945 Home movie cameras

1945-1946 Insertion schedules (2 folders)

1945-1946 Photography, cameras, film (2 folders)

Box EC14

1946-1948

1946-1948 Home movie cameras, projectors (2 folders)

1947 Photography, cameras, film

1947-1948 Insertion schedules (2 folders)

Box EC15

1948-1949

1948 Photography, cameras, Kodachrome film (2 folders)

1948-1949 Insertion schedules

1948-1949 Newspaper

Box EC16

1949-1950

1949 Home movie cameras, projectors

1949-1950 Photography, cameras, Kodachrome film (3 folders)

Box EC17

1950-1953

1950 Insertion schedules

1950-1953 Home movie cameras, projectors (3 folders)

1951-1953 Photography, cameras, Kodachrome film (2 folders)

Box EC18

1953-1954

1953-1954 Newspaper (2 folders)

Box EC19

1954-1955

1954 Photography, cameras, Kodachrome film

1954-1955 Home movie cameras, projectors

1955 Newspaper

Box EC20

1955-1957

1955-1956 Photography, cameras, Kodachrome film (2 folders)

1956 Home movie cameras, projectors

1956 T.V. Guide advertisements for Kodak-sponsored programs

Box EC21

1956-1957

1956-1957 Newspaper

1956-1957 "Photography at Work" campaign

Box EC22

1957-1958

1957 Home movie cameras, projectors

1957 Photography, cameras, accessories

1957-1958 Newspaper

Box EC23

1958-1959

1958-1959 Home movie cameras, projectors

1958-1959 "Photography at Work" campaign

1958-1959 Photography, cameras, accessories (2 folders)

1959 Insertion schedules

1959 Newspaper

Box EC24

1960-1961

1960 Home movie cameras, projectors

1960 Insertion schedules

1960 Newspaper

1960-1961 Photography, cameras, accessories (2 folders)

Box EC25

1961-1963

1961-1962 Home movie cameras, projectors

1961-1963 Newspaper

1962-1963 Photography, cameras, Kodachrome II film (2 folders)

1963 Global advertising campaign

Reader's Digest inserts in multiple languages.

Box EC26

1964-1966

1964 Photography, cameras, Kodachrome II film

1964-1965 Kodak Pavilion (World's Fair)

1964-1966 Newspaper

1965-1966 Home movie cameras, projectors

Box EC27

1965-1967

1965-1967 Photography, cameras, accessories (3 folders)

Includes Instamatic cameras.

1967 Global advertising campaigns

1967 Newspaper and magazine

Includes home movie cameras, projectors, Instamatic.

Box EC28

1968-1970

1968-1969 Global advertising campaigns (2 folders)

1968-1970 Home movie cameras, projectors

1968-1970 Newspaper

1968-1970 Photography, cameras, film (2 folders)

Box EC29

1971-1972

1971 Global advertising campaigns

1971 Newspaper

1971-1972 Home movie cameras, projectors

1971-1972 Photography, Instamatic cameras, film

1972 Introducing the Pocket Instamatic

Box EC30

1972-1974

1972-1973 Newspaper

1972-1974 Black models featured

1973-1974 Instamatic Pocket camera

1973-1974 Photography, Instamatic cameras, film

1973-1974 Sound movie cameras, projectors

1974 "More Than a Business" campaign

Box EC31

1974-1976

1974-1975 Newspaper

1975 "More Than a Business" campaign

1975-1976 Black models featured

1975-1976 Instamatic cameras

1975-1976 Photography, cameras, film

1975-1976 Sound movie cameras, projectors

Box EC32

1976-1977

1976 Newspaper

Including Spanish-language advertisements.

1977 Black models featured

1977 Photography, cameras, film

1977 Sound movie cameras, projectors

Box EC33

1977-1979

1977-1978 Military

1977-1979 Newspaper

Including Spanish-language advertisements.

1978-1979 Black models featured

1978-1979 Instamatic cameras

1978-1979 Photography, cameras, film

1978-1979 Sound movie cameras, projectors

Box EC34

1980-1990

1980 Black models featured

1980-1982 Sound movie cameras, projectors

1980-1984 Instamatic cameras

Introducing the Disc camera.

1980-1984 Newspaper

1980-1990 Photography, cameras, film (3 folders)

Box EC35

1986-1996

1986-1996 Consumer (10 folders)

Eastman Kodak--Trade, 1931-1993

This category provides extensive documentation of the trade oriented advertisements from the Eastman Kodak Company from 1931-1990. Although formal division titles changed slightly throughout the company's history, general markets consistently advertised include:

Medical, including dental and radiography; chemical, including chemicals, plastics, and cellulose divisions; business reproductions, including Recordak; Tennessee Eastman, including Eastman Chemicals and Eastman Fibers (Kodel); industrial photography, including engineering and functional photography; motion pictures; business premiums; and pharmaceutical trade, probably the least represented.

International advertisements may be found as early as 1961 randomly included and continuing throughout the collection for various years. The majority of advertisements are proofs; very few tearsheets appear. Prior to the 1960s, the physical condition of the advertisements varies from poor to good with many advertisements still attached to black scrapbook paper. The remaining advertisements were not initially stored in the scrapbooks; therefore, they range from good to very good physical condition. The quantity for any given year varies somewhat; however, the following years have a minimal number of advertisements: 1966-1967, 1970, 1972-1973.

[See also Oversize Box OV4.]

Box ET1

1931

1931 Chemical Division

1931 Insertion schedules

1931 Medical Division and radio talks

1931 Pharmaceutical trade

1931 Teaching films

Box ET2

1931-1933

1931-1933 Medical Division (dental)

1931-1933 Recordak

1932 Medical Division

1932-1933 Chemical Division

1932-1933 Pharmaceutical trade

Box ET3

1933-1935

1933-1934 Medical Division (2 folders)

1933-1935 Teaching films

1934-1935 Medical Division (dental)

1934-1935 Recordak

Box ET4

1934-1936

1934-1936 Chemical Sales Division

1934-1936 Pharmaceutical trade

1935 Medical Division

1936 Insertion schedule

1936 Medical Division (dental)

Box ET5

1936-1938

1936-1937 Medical Division

1936-1938 Recordak

1936-1938 Teaching films

1936-1938 Tennessee Eastman Corporation

Includes Eastman acetate yarn (Teca)

1937 Chemical Division

1937 Medical Division (dental)

1937-1938 Insertion schedules (2 folders)

1937-1938 Pharmaceutical trade

Box ET6

1938-1940

1938-1939 Chemical Division (acetate sheet)

1938-1939 Medical Division

1938-1940 Medical Division (dental)

1939-1940 Classroom films

1939-1940 Insertion schedules (2 folders)

1939-1940 Pharmaceutical trade

1939-1940 Recordak

Box ET7

1940-1941

1940 Medical Division

1940-1941 Chemical Sales Division (2 folders)

1940-1941 Tennessee Eastman (Eastman acetate)

1941 Insertion schedules

Box ET8

1941-1942

1941-1942 Medical Division

1941-1942 Medical Division (dental)

1941-1942 Recordak

1941-1942 Pharmaceutical and photographic trade

1941-1942 Teaching films

1942 Industrial (X-Ray Division)

1942 Insertion schedules

Box ET9

1942-1943

1942 V-Mail

1942-1943 Chemical Division

1942-1943 Tennessee Eastman Corporation

1943 Industrial Division (X-Ray Division)

1943 Insertion schedules

1943 Teaching films

Box ET10

1943-1945

1943-1944 Medical Division

1943-1944 Medical Division (dental)

1943-1944 Pharmaceutical and photographic trade

1943-1944 Recordak

1944 Insertion schedules

1944-1945 Eastman Corporation (Tennessee Eastman)

Box ET11

1944-1945

1944-1945 Industrial Division (X-Ray Division)

1944-1945 Research laboratories

1944-1945 Teaching films

1945 Medical Division

1945 Insertion schedules

1945 Pharmaceutical and Photographic Division

1945 Photo layouts, photo visuals, radiography, transfax

1945 Recordak

1945 Wartime motion pictures

Box ET12

1946-1947

1946 Functional photography (spectroscopy, photomicrography)

1946 Insertion schedules

1946 Medical Division

1946 Recordak

1946-1947 Cellulose Products Sales Division

Includes Eastman acetate sheets, Kodapak.

1946-1947 Medical Division (dental)

Box ET13

1946-1947

1946-1947 Pharmaceutical, photographic and projectionist trades

1946-1947 Radiography

1946-1947 Teaching films

1946-1947 Transfax

1947 Medical Division

Box ET14

1947

1947 Industrial Division (functional photography)

1947 Insertion schedules

1947 Kodagraph autopositive paper

1947 Recordak

Box ET15

1948

1948 Functional photography

1948 Insertion schedules

1948 Motion picture trade

1948 Recordak

1948 Training and promotional films

Box ET16

1948-1949

1948-1949 Insertion schedules

1948-1949 Medical Division

1948-1949 Medical Division (dental)

1948-1949 Recordak

Box ET17

1948-1949

1948-1949 Cellulose Division (Kodapak)

1948-1949 Kodagraph autopositive paper

1948-1949 Medical Division

Box ET18

1949-1952

1949 Functional photography (radiography)

1950 Insertion schedules

1950-1952 Cellulose Division (Kodapak)

1950-1952 Kodagraph autopositive paper and contact paper

1950-1952 Motion picture trade

1951-1952 Training and promotional films

Box ET19

1951-1952

1951-1952 Functional photography (radiography)

1951-1952 Medical Division

1951-1952 Medical Division (dental)

1951-1952 Recordak

1952 Pharmaceutical trade

Box ET20

1953-1955

1953 Industrial Photographic Division (Kodagraph)

1953 Recordak

1953-1955 Medical Division

1953-1955 Medical Division (dental)

Box ET21

1953-1955

1953-1955 Cellulose Division (Kodapak)

1953-1955 Functional photography (radiography)

1953-1955 Motion Picture Division

1953-1955 "Photography at Work" campaign

1954 Recordak

Box ET22

1954-1955

1954-1955 Industrial Photographic Division

Includes Business Photo Methods Division-Verifax, Graphic Reproduction Division-Kodagraph reproduction materials.

1954-1955 Pharmaceutical and photographic trade

1955 Recordak

Box ET23

1956-1957

1956 Recordak (2 folders)

1956-1957 Cellulose Products Division (Kodapak)

1956-1957 Medical Division

Box ET24

1956-1957

1956-1957 Advertisement--Trade

1956-1957 Business Photo Methods Division (Verifax) and Graphic Reproduction Division (Kodapak)

1956-1957 Medical Division (dental)

1956-1957 Motion Picture Division

1956-1957 X-Ray Division (radiography)

Box ET25

1957-1959

1957 Recordak

1958 Recordak and Verifax

1958-1959 Advertisement and pharmaceutical trade

1958-1959 Cellulose Products Division (Kodapak)

1958-1959 Motion Picture Division

1958-1959 X-Ray Division (radiography)

Box ET26

1958-1960

1958-1960 Graphic Reproduction Division (Kodapak)

1958-1960 Medical Division

Includes Spanish-language advertisements.

1958-1960 Medical Division (dental)

1959 Insertion schedules

1959 Recordak, Verifax, Ektalith

1960 Business premiums

1960 Functional photography

Box ET27

1960-1964

1960 Cellulose Products Division

1960 Insertion schedules

1960 Motion Picture Division

1960 Recordak, Verifax

1960, 1962-1964 X-Ray Division, Engineering (2 folders)

1961-1963 Kodak premiums

1961-1963 Kodak sound recording system

1961-1964 International

1963-1964 Travel trade

Box ET28

1964-1965

1964 Recordak

1964-1965 Kodak premiums

1964-1965 Kodak sound recording system

1964-1965 Medical Division

1964-1965 Medical Division (dental)

1964-1965 Motion Picture Division

1964-1965 Photo Reproductions Products Division

Includes Kodagraph, Extalith, Kodastar.

1964-1965 Tennessee Eastman

Includes Plastic Sheeting Division (Uvex, Kodar), Eastman Chemical Products (Baler Twine).

Box ET29

1965-1970

1965 Copiers (Recordak, X-OMAT)

1965-1966 Radiography Markets Division and Engineering

1965-1969 International Marketing Division

1966 Kodak sound recording system

1966-1967 Recordak

1966, 1968-1969 Motion Picture and Education Markets Division

Includes Eastman Ektachrome film.

1966-1970 Kodak premiums

Box ET30

1967-1971

1967-1970 Engineering, Eastman industrial films

1967-1971 Radiography Markets Division

1968-1969 Recordak

1968-1969, 1971 Eastman Chemical Products (Tennessee Eastman)

1968-1970 Business Systems Markets Division

Box ET31

1971-1973

1971 Tennessee Eastman, Eastman Chemical Products (Kodel) (2 folders)

1971-1972 Kodak business premiums

1971-1973 Business Systems Markets Division

Includes Kodak microfilm systems, Kodagraph film.

Box ET32

1972-1975

1972-1974 Tennessee Eastman, Eastman Chemical Products (Kodel)

1972-1975 Customer Equipment Services Division

1973-1975 Eastman premiums

1974 International Photographic Division

1974-1975 Chemical Products Division

1974-1975 Radiography

Box ET33

1974-1977

1974-1976 Business Systems Markets Division

1974-1977 Motion Picture Division

1974-1977 Newspaper advertisements

1975 Tennessee Eastman, Eastman Chemical Products (Kodel)

1976-1977 Customer Equipment Services Division (Technical sales representatives)

1976-1977 Microfilm

Box ET34

1976-1979

1976-1977 Business Systems Markets Division

Including Graphics Markets Division.

1976-1979 Radiography (2 folders)

1976-1983 Kodak premiums

1977 Pharmaceutical trade

1978-1979 Motion Picture Division

Box ET35

1978-1993

1978, 1980-1981 Industrial film

1978-1982 Graphics Markets Division

1978-1982, 1984 Newspaper advertisements

1980-1982 Radiography

1980-1984, 1987 Motion Picture Division (2 folders)

1983-1984, 1987-1990 Radiography, health sciences, and clinical products

1983-1989 Graphics Systems Division (copy products)

1987-1989 Ultra technologies

1988-1989 Mass memory products

Includes Business imaging systems, computer printers.

Eaton Corporation, 1971-1990

[See also Oversize Box OV4.]

Box EA1

1971-1982, 1985-1986, 1989-1990

Eli Lilly, 1968-1993

[See also Oversize Box OV4.]

Box EL1

1968-1969, 1971, 1974-1975, 1977-1983, 1988-1993

Employees Insurance of Wausau, 1953-1971

[See also Oversize Box OV4.]

Box EI1

1953-1965

Box EI2

1966-1971

First National City Bank, 1958-1971

[See also Oversize Box OV4.]

Box FN1

1958, 1966-1971

Ford Dealer Association, 1944-1997

For related materials see the J. Walter Thompson Co. Detroit Office, Detroit Office Records; Ford Dealer Association Records; Ford Collateral Literature.

Box FD1

1944, 1946-1947

Box FD2

1947-1948

Box FD3-FD4

1949

Box FD5

1950

Box FD6

1950-1952

Box FD7

1953-1956

Box FD8

1957-1959

Box FD9

1960-1962

Box FD10

1962

Box FD11

1962-1963

Box FD12

1963

Box FD13-FD14

1964

Box FD15-FD16

1965

Box FD17

1965-1966

Box FD18-FD19

1966

Box FD20

1966-1967

Box FD21-FD23

1967

Box FD24

1967-1968

Box FD25-FD26

1968

Box FD27-FD29

1969

Box FD30-FD32

1970

Box FD33-FD35

1971

Box FD36-FD38

1972

Box FD39-FD40

1973

Box FD41

1974

Box FD42

1975-1977

Box FD43

1978

Box FD44

1979-1981

Box FD45

1982-1989

Box FD46

1990-1997

Box FD47

1962-1996 and undated, oversize additions, (8 folders)

Part of accession 04-0010.

Ford Dealer's Advertising Fund, 1973-1984

Box FA1

1973

Box FA2

1974-1975

Box FA3

1976-1984

Ford Motor Co., 1931-1998

Key campaigns include "There's a Ford in Your Future" (1945-1948), the "Peanuts" campaign (1960-1962) and the launch of the Mustang (1964). In addition to print advertisements showing the introduction of new models, photostats of outdoor billboards in the 1940s and early 1950s are included. Truck and dealer advertising can also be found throughout the years.

Additional information and documentation for the Ford account may be found in other collections including: JWT Co. Newsletters, Winfield Taylor Papers, Norman Strouse Papers (a small collection), Legal and Financial Documents, and Writings and Speeches. The Ford Collateral Literature files include showroom brochures, and diverse sales materials in many formats

Folders marked cars do not include any model that has its own folder for a particular year. "Cars" include station wagons and minivans. Aerostar is a minivan after 1986.

Folders marked trucks include all truck sizes unless there is a folder specifically for medium/heavy duty trucks, in which case the "trucks" folder would contain light trucks (Ranger, F series, etc. pickups). Bronco is classified as both a truck (1966-1989) and an SUV (1990-).

"Vans" includes RVs, conversion and 15 passenger vans, but not minivans.

Throughout this list, "General" folders refers to car advertising for Ford cars in general or more than one model in a given ad.

[See also Oversize Boxes OV5-OV16; Oversize Folders 17-19.]

1944

Box FM1

General

General (Anglo-Jewish publications)

Dealer (including parts)

Johansson Divison (gage blocks)

Radio programs ( Presented by Mr. and Mrs. Henry Ford)

1944-1945 Lincoln and Mercury

1945

General

1946

General

Insertion schedules

Publication: "The ABC of Ford Truck Selling"

Box FM2

Publications--Comics

1947

General (2 folders)

Comics

Radio shows (Fred Allen)

Box FM3

1947 Insertion schedules (no advertisements) (3 folders)

1947-1950 (From Norman Strouse scrapbook)

Box FM4

1947

Automotive News series

1949

Automotive News series

Collier's bleed Adaptations

Comics

Harper's Bazaar

Magazine advertisements

Black-and-white

Color

Women's

Outdoor

Science publications

1950

Collier's bleed adaptations

Comics

Magazine advertisements

Black-and-white

Color

Women's

1948

Box FM5

Comics

General and insertion schedules

Industrial and marine engine sales

Outdoor

Parts

Products made in England (Anglia, Prefect, etc.)

1949