Inventory of the J. Walter Thompson Company. Lois Gaeta Papers, 1956-1961 and undated
[top]Descriptive Summary
Repository
Rare Book, Manuscript, and Special Collections Library, Duke
University
Creator
J. Walter Thompson
Company
Title
J. Walter Thompson Company.
Lois Gaeta Papers,
1956-1961 and
undated
Language of Material
Material
is in English and
Spanish
Extent
0.4 Linear Feet
100 Items
Abstract
100 Items
Lois Gaeta was a
television and radio script writer at the J. Walter Thompson (JWT) advertising
agency from 1955 to 1961.
The Lois Gaeta Papers span the years 1956
to 1961 and include television and radio scripts, filmed commercial spots, as well as print
advertisements and packaging samples, that document Gaeta's work as a script and copy writer
for JWT. Companies represented include Beecham Products (Eno), Blue Cross/Blue
Shield, Colgate-Palmolive (Stripe toothpaste), Eastman Kodak, Mentholatum,
Reader's Digest, and W.F. Young (Absorbine Jr.).
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, audiovisual originals are closed to researchers. Use copies are available int the collection.
In addition, collection may contain materials to which the
Acknowledgment of Legal Responsibilities and Privacy Rights form applies.
Patrons must sign this form before using this collection.
Also, 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.
Copyright Notice
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. Lois Gaeta
Papers, Rare Book, Manuscript, and Special Collections Library, Duke
University.
Provenance
The J. Walter Thompson Company. Lois Gaeta Papers were received by
the Rare Book, Manuscript, and Special Collections Library as a transfer in
2002 and 2004.
Processing Information
Processed by Richard Collier, April 2007
Encoded by Richard Collier
Completed April 2007
Accessions 2002-0021 and 2004-0105 were merged into one collection,
described in this finding aid.
Descriptive sources and standards used to create this inventory:
DACS, EAD, NCEAD guidelines, and our
local
Style Guide.
[top]
Biographical Note
After graduating from Mount Holyoke College, Lois Gaeta worked at the J. Walter Thompson Company advertising agency as a script writer for television and radio commercials during the years 1955 through 1961. Later in her career, Gaeta worked in video and in continuing education programs in the medical profession.
[top]Collection Overview
The Lois Gaeta Papers span the years 1956
to 1961 and include television and radio scripts, filmed commercial spots, as well as print
advertisements and packaging samples, that document Gaeta's work as a script and copy writer
for JWT. Companies represented
include
Beecham Products (Eno), Blue Cross/Blue Shield,
Colgate-Palmolive (Stripe toothpaste), Eastman Kodak, Mentholatum, Reader's
Digest, and W.F. Young (Absorbine Jr.).
The collection is arranged into three series: General Files; Company
Files; and Audiovisual Materials. The General Files Series includes clippings, correspondence and other printed
materials, arranged alphabetically. The Company Files Series consists of radio and
television scripts, print advertisements and packaging examples, arranged
alphabetically by company name. Therein, scripts are arranged chronologically
by year. The Audiovisual Materials Series consists of 16mm black-and-white films of television commercials, primarily for Mentholatum.
[top]
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.
- Gaeta, Lois.
- J. Walter Thompson Company.
- Beecham Pharmaceuticals U.K.
- Blue Cross and Blue Shield Association.
- Colgate-Palmolive Company.
- Eastman Kodak Company.
- Mentholatum Company Inc.
- Reader's Digest Association.
- W.F. Young, Inc. [not LC]
- Advertising--Motion pictures.
- Advertising--United States--History--20th century.
- Radio advertising.
- Radio scripts.
- Television advertising.
- Television scripts.
- Women in the advertising industry.
- Black-and-white films. [AAT]
- Packaging. [AAT]
- Proofs (printed matter). [AAT]
- 16mm. [AAT]
- Motion pictures. [AAT]
- Scripts (documents) [AAT]
- Tear sheets. [AAT]
- John W. Hartman Center for Sales, Advertising & Marketing History.
Related Material
Related materials may be found in the following collections within the J. Walter Thompson Company Archives: Review Board Records; Account Files Collection; Wallace W. Elton Papers; John F. Devine Papers; Granger Tripp Papers; Shirley F. Woodall Papers; Dan Seymour Papers; and the Rena Bartos Papers. In addition, materials relating to Kodak may be found in the Roy Lightner Collection of Antique Advertisements; and the Wayne P. Ellis Collection of Kodakiana. Materials relating to Colgate-Palmolive may be found in the D'Arcy Masius Benton & Bowles Archives; and the Bates Worldwide, Inc. Records. Materials relating to radio advertising may also be found in the Walter Weir Papers.
 | List of Series in Collection | |||||||
 |  | General Files Series, 1957-1961 and undated | ||||||
| | Company Files Series, 1956-1961 and undated | ||||||
 | | Audiovisual Materials, 1958-1960 and undated | ||||||
Detailed Description of Collection
General Files Series, 1957-1961 and undated
(1 Box)
Includes clippings, correspondence and other printed materials. Arranged alphabetically.
Box 1
Clippings, undated
Correspondence,
1957-1959
Printed materials,
1960-1961
Company Files Series, 1956-1961 and undated
(1 Box)
Includes radio and television scripts, print advertisements and
packaging examples. Arranged alphabetically by company name, and scripts are
arranged chronologically by year therein.
Box 1 (continued)
Beecham Products (Eno),
1960 and
undated
Package inserts, undated
Scripts,
1960
Blue Cross/Blue Shield scripts,
1961
Colgate-Palmolive (Stripe toothpaste)
advertisement,
1960
Crane scripts, undated
Eastman Kodak scripts,
1958
Fleischmann's Yeast (Standard Brands)
scripts,
1956
Foundation for Commercial Banks scripts,
undated
Macmillan scripts, undated
Mentholatum
Print advertisements and packaging examples,
1957-1961
Scripts,
1956-1960
(4 folders)
Peru International scripts,
1958
Radio Free Europe scripts,
1956
Reader's Digest scripts,
1960-1961
Scott Paper Co. scripts, undated
Sylvania scripts,
1956-1957
W.F. Young (Absorbine Jr.)
Print advertisements,
1960-1961
Scripts,
1958-1961
Audiovisual Materials, 1958-1960 and undated
(2 Boxes)
Consists of television spot advertisements for Mentholatum products.
Restrictions on access: Originals are closed to researchers. Use copies are available in the collection.
Originals (Closed to researchers)
OR1. Five Mentholatum spots (includes Deep Heat Rub and Colban). Format: 16mm. Undated. TRT: 5:00
OR2. Mentholatum
"Child"
spot. Format: 16mm. Date: 1958. TRT: 1:00
OR3. Mentholatum
"Rain"
spot. Format: 16mm. Date: 1960. TRT: 1:00
OR4. Mentholatum Colban spot. Format: 16mm. Date: 1959. TRT: 1:00
OR5. Mentholatum
"Xcursion"
spot. Format: 16mm. Undated. TRT: 1:00
Production Masters (Not for research use)
MC1. Master for OR1-OR5. Format: Betacam SP. Created: 2008
Use Copies
UC1. Use copy for OR1-OR5. Format: DVD. Created: 2008
