Preliminary Inventory of the Roy Lightner Collection Of Antique Advertisements, 1870s-2000s, bulk 1910-1969
[top]Descriptive Summary
TitleRoy Lightner Collection Of Antique
Advertisements,
1870s-2000s, bulk
1910-1969
Creator
Lightner, Roy, collector.
Extent
12.0 Linear Feet
20,031 Items
Repository
20,031 Items
Rare Book, Manuscript, and Special Collections Library, Duke
University
Language
English.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, patrons must sign the Acknowledgment of Legal
Responsibility and Privacy Rights 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.
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], Roy Lightner Collection Of Antique
Advertisements, Rare Book, Manuscript, and Special Collections Library, Duke
University.
Provenance
The Roy Lightner Collection Of Antique Advertisements was received
by the Rare Book, Manuscript, and Special Collections Library as a gift in 2002, 2003, 2007, and 2009.
Processing Information
Processed by Elizabeth Arnold
Completed January 13, 2003
Additions minimally processed by Andrea Franzius, John Mayrose, Meghan Lyon
Last updated April 30, 2009
Encoded by Joshua A. Kaiser, Andrea Franzius, Lynn Eaton, Elizabeth
Arnold, John Mayrose, Meghan Lyon
This finding aid is NCEAD compliant.
This collection is unprocessed: materials may not have been ordered
and described beyond their original condition.
[top]
Biographical Note
Advertising and marketing executive, primarily for the N. W. Ayer agency, from which he retired in 1980.
[top]Collection Overview
Collection, created by Roy Lightner (Accession 01-299)(8094 items, 5
lin. ft.; dated
1870s-1990s, bulk
1910-1969), consists of print advertisements taken from
U.S. magazines. More than 300 companies are represented; some materials
represent advertising campaigns on which Lightner worked at the Ayer agency.
Among the most heavily represented companies are American Telephone and
Telegraph (AT&T, over 800 ads from the
1910s-1970s), Eastman Kodak (over 600,
1890s-1970s), and Campbell Soup (over 400,
1900s-1970s). Other companies and products,
including Metropolitan Life Insurance, Kraft, Ivory Soap, and Coca Cola, have
more than 200 ads in the collection. Also contains over 340 ads for various
railroad companies, reflecting Lightner's interest in this area. Acquired as
part of the John W. Hartman Center for Sales, Advertising, and Marketing
History.
Addition (Accession 03-224)(6397 items, 5 lin. ft.; dated
1902-[2000s], bulk
1920-1990), comprises print automobile ads from various
U.S. magazines, all for U.S manufacturers. Ads are arranged by 41 company or
brand names, then chronologically by decade. The companies or names most
frequently represented are
Ford (1,065 ads),
Chevrolet (995),
Dodge (587),
Cadillac (495),
Buick (462), and
Chrysler and
Oldsmobile (349 each). There are small numbers of
ads (ca. 5-60 items each) for early cars such as Chandler, Franklin, Hudson,
LaFayette, Marmon, Nash, Reo, and Willys-Knight. Addition includes ads from the
1990s (1,994 ads), 1980s (884), 1920s (757), 1960s (716), 1950s (699), 1970s
(543), 2000s (460), 1930s (389), 1940s (327), 1910s (164), and 1900s (54).
The 2007 addition (2007-0208)(2500 items, 2.0 lin. ft.) primarily consists of print advertisments for several companies handled by N. W. Ayer including Du Pont, Hanes, Goodyear, AT&T, and Victor. Also included are several films rolls of Du Pont commercials and printed materials.
The 2009 addition (2009-0120) (2500 items; 4.5 lin. ft.)consists primarily of print advertisements for automobiles and cars, including all of the major brands available today. It also includes print campaigns for milk, energy companies, and a set of Norman Rockwell advertisements.
[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.
- Lightner, Roy, collector.
- N.W. Ayer and Son.
- American Telephone and Telegraph Company.
- Campbell Soup Company.
- Coca-Cola Company.
- Eastman Kodak Company.
- Kraft Foods Company.
- Metropolitan Life Insurance Company.
- Reo Motors, Inc.
- Marketing.
- Advertising--History.
- Advertising agencies--United States.
- Brand name products--United States--Marketing.
- Advertising--Brand name products--United States.
- Advertising--Automobiles.
- Buick automobile.
- Cadillac Motor Car Company.
- Chevrolet automobile.
- Chrysler Corporation.
- Dodge automobile.
- Ford automobile.
- General Motors automobiles.
- General Motors Corporation. Fisher Body Division.
- Jeep automobile.
- Oldsmobile automobile.
- Pontiac automobile.
- Railroad companies--United States.
- Advertisements.
- John W. Hartman Center for Sales, Advertising & Marketing History.
 | List of Series in Collection | |||||||
 |  | Accession 2002-0299 | ||||||
| | Accession 2003-0224 | ||||||
| | Accession 2007-0208 | ||||||
 | | Accession (2009-0120) | ||||||
Preliminary Description of Unprocessed Collection
Accession 2002-0299
A-1: Larger files
Box 1
Alcoa - AT&T
Alcoa,
1931-1937, 1949
American Express,
1918-1966
American Gas Association,
1936-1974
American Radiator Company (Standard Sanitary Mfg.
Co.),
1900-1958
American Telephone and Telegraph [AT&T Bell
System] (7 folders)
[1910s]
[1920s]
[1930s]
[1940s]
[1950s]
[1960s]
[1970s]
Box 2
Anacin - Campbell's
Anacin,
1952-1969
Armour,
1897-[1950s]
Armstrong Cork,
1920-1987
Arrow Shirts (Cluett Peabody),
1909-[1950s]
Aunt Jemima,
1917-1968
Baker's Cocoa, Chocolate,
1896-[1950s]
Baker's Coconut,
1923-1960
Bayer Aspirin,
1920-1977
Bon Ami,
1903-1970
Borden's,
1899-[1960s]
Breck,
[1950s]-[1970s]
Bryant,
1927-1931
Bufferin,
[1950s]-[1970s]
Burlington Route,
1898-1967
Burnham and Morrill,
[1910s]-[1950s]
Campbell's Soup (5 folders)
1906-1919
[1920s]
[1930s]
[1940s]-[1950s]
[1960s]-[1970s]
Box 3
Canadian National - Djer Kiss
[One Coca-Cola ad removed to Oversize Folder]
Canadian National,
1921-1956
Canadian Pacific,
1899-1958
Cashmere Bouquet,
1900-1959
Chris-Craft,
1925-1967
Clorox,
1931-1960
Coca-Cola (5 folders)
1902-[1930s]
[1940s]
[1950s]
[1960s]
[1970s]
Coca-Cola Santa Ads,
1933-1960
Colgate,
1901-1972
Cook, Thomas (The Thos. Cook Co.),
1898-1930
Crane,
1920-1955
Cream of Wheat,
1899-1958
Crisco,
1913-[1960s]
Del Monte,
1919-1974
Djer Kiss,
1917-1929
Box 4
Dole - Goodyear
Dole Pineapple,
1911-1975
Du Pont,
1906-1970
Elgin Watch,
1898-1947
Equitable,
1902-[1960s]
Firestone,
1916-[1920s]
Fleischmann's,
1921-1951
Franco-American,
1898-1973
French's Mustard,
[1920s]-[1970s]
Frigidaire,
1926-1959
General Electric (2 folders)
1909-1929
1930-1977
General Mills,
1903-[1970s]
[Includes Betty Crocker, Gold Medal, Washburn-Crosby]
General Motors Electromotive Division,
[1940s]-[1960s]
Gerber's,
1934-1970
Gillette,
[1900]-[1940s]
Gold Dust,
1894-1931
Goodrich,
1908-1970
Goodyear,
1913-1966
Box 5
Hart, Schaffner and Marx - Knox
Hart, Shaffner and Marx,
1899-1959
Heilmann's (Best Foods),
1928-[1970s]
Heinz,
1901-1960
Hormel,
1911-1970
Hoover,
1919-1974
Hunt's,
1952-1972
Ivory,
1894-1970
Jello,
1903-1975
Jergen's
Lotion,
1924-1974
Woodbury's Soap,
1897-1957
Johnson and Johnson,
1917-1965
Johnson, S.C. (The S.C. Johnson Co.),
1904-1960
Karo,
1903-1965
Kellogg's,
1906-[1970s]
Kelly Springfield,
1898-1992
Kleenex,
1926-1959
Knox,
1898-1974
Box 6
Kodak - Kraft
Kodak (6 folders)
1894-1919
[1920s]
[1930s]
[1940s]
[1950s]
1960-1979
Kraft,
1923-1977
Box 7
Libby - Parker Pen
Libby,
1878-1962
Lifebuoy,
1902-1942
Lifesavers,
1928-[1990s]
Listerine,
1919-[1980s]
Lux,
1918-1954
Maxwell House,
1924-1970
Mazola,
[1920s]-[1970s]
Mennen,
1897-1960
Metropolitan Life
Miscellaneous,
1922-[1960s]
"Peanuts"
Campaign,
1985-1986
Morton's Salt,
[1920s]-[1960s]
Milwaukee Railroad,
[1900s]-[1960s]
Minute Tapioca,
1918-1942
National Biscuit Co. (Uneeda),
1899-[1970s]
Nestlé/Carnation,
1900-1960
New York Central,
1898-1952
Northern Pacific,
1900-1955
Old Dutch Cleanser,
1903-1931
Palmolive,
1917-[1970s]
Parker Pen,
1898-1977
Box 8
Pearline - Santa Fe R.R.
Pearline,
[1890s]-[1910s]
Pepsodent,
1917-[1930s]
Pet Milk,
1924-1964
Pillsbury,
1892-1976
Polaroid,
[1940s]-[1980s]
Pond's,
1917-[1940s]
Post,
1902-[1960s]
Prudential,
1897-[1970s]
Pyrex,
1916-1946
Quaker
Puffed Rice/Oats,
1906-1939
Oats,
1897-1965
Ralston,
1900-1954
RCA Victor,
1923-1966
Rinso,
1930-1937
Rock Island Railroad,
1899-1957
Royal,
1896-[1950s]
Santa Fe Railroad,
1898-1959
Box 9
Scott Paper - Wrigley's
Scott Paper,
1911-[1960s]
Sheaffer,
[1910s]-[1970s]
Shredded Wheat,
1900-[1950s]
Simmons,
1918-1959
Singer,
1898-[1970s]
Southern Pacific,
[1900s]-[1950s]
Standard Sanitary Mfg. Co.: See American
Radiator Company
Sunmaid/Sunsweet,
1919-1960
Sunshine,
1930-1939
Swans Down,
[1920s]-[1960s]
Swift and Co.,
1900-1973
Texaco,
[1910s]-[1950s]
Traveler's Insurance,
[1900s]-[1960s]
Underwood,
[1890s]-[1970s]
Union Pacific,
1896-1966
Victor,
1900-[1920s]
Waterman Pens,
[1890s]-[1940s]
Welch's,
1902-[1930s]
Wesson,
1917-1976
Whitman,
1898-1925
Williams,
1898-[1920s]
Woodbury,
1902-1951
Wrigley's,
1914-1970
Oversize Folder 1
Coca-Cola ad removed from Box
3
B-1: Smaller files
Box 10
Aetna Casualty - Zodenta
Aetna Casualty-Camay,
1896-1966
Carter's-Douglas, W.L. (W.L. Douglas Shoe
Company),
1871-1998
Drano-Great Northern Railway,
1871-1953
Green Giant-Lea and Perrins,
1896-1971
Lehigh Valley Railroad-Pro-phy-lac-tic,
1871-1973
Pyorrhocide-Spencer Pens,
1871-1960
Squibb-Zodenta,
1871-1999
Accession 2003-0224
American Motors - Buick
Box 1
American Motors,
1910-1980s
Buick,
1910s-2000s
Box 2
Cadillac - Chevrolet
Cadillac,
1902-1970s
Cadillac,
1980s-2000s
Chandler,
1915-1925
Chevrolet,
1920s-1980s
Box 3
Chevrolet - Chrysler
Chevrolet,
1980s-2000
Chrysler,
1920s-1950s, including Imperial,
Valiant, and Chrysler Corporation
Box 4
Chrysler - Dodge
Chrysler,
1950s-2000s
Dodge,
1920-1980s
Box 5
Dodge - Ford
Dodge,
1980s-2000s
Essex,
1920-1931
Fisher Body,
1920s-1950s
Franklin,
1900s
Ford, 1920-1960s
Box 6
Ford
Ford,
1960s-1990s
Box 7
Ford - Jeep
Ford,
1960s-2000s
General Motors Corporation,
1910s-2000s
GMC Trucks,
1910s-2000s
Hudson,
1900-1950s
International Trucks (
International Harvester),
1910s-1990s
Jeep,
1940s-1990s
Box 8
Kaiser-Frazier - Nash
Kaiser-Frazier, (incl. Henry J.),
1940s-1950s
La Fayette,
1910s-1920s
Lincoln,
1920s-2000s
Locomobile,
1900s-1920s
Marmon,
1905-1930s
Maxwell,
1919-1926
Mercury,
1930s-2000s
Nash,
1920s-1950s
Box 9
Oldsmobile - Plymouth
Oldsmobile,
1900s-2000s
Packard,
1906-1950s
Plymouth,
1930s-1990s
Box 10
Plymouth - Willis Knight
Plymouth,
1990s
Pontiac,
1920s-2000s
Rambler,
1950s-1960s
Reo,
1910s-1950s
Saturn,
1990s-2000s
Studebaker,
1900s-1960s
Willis Knight, (incl. Jeep),
1920s-1950s
Accession 2007-0208
(4 Boxes)
Addition (2500 items, 2.0 lin. ft.) primarily consists of print advertisments for several companies handled by N. W. Ayer including Du Pont, Hanes, Goodyear, AT&T, and Victor. Also included are several films rolls of Du Pont commercials and printed materials.
Box 1
Printed Materials
The History of an Advertising Agency, 1949
Ayer, 125 Years of Building Brands
Files
Correspondence
Box 2
Print Advertisements, 1898-1980s
Folder 1
N.W. Ayer & Son
Folder 2
American Telephone & Telegraph Company
Folder 3
AT&T
Folder 4
American Sugar Refining
Avisco
Avon
Bayer Asprin
Boeing
Breyer's
Bruning
Burpee's Seeds
Camel
Folder 5
Canada Dry
Cannon Towel
Capehart
Carrier
Caterpillar
Dingee & Conard
Dole Pineapple
W.L. Douglas Shoe Co.
Folder 6
Chrysler
Cliquot Club
Cluett-Peabody
Container Corp.
Cream of Wheat
DeBeers
Folder 7
Du Pont
Folder 8
Eastman Dillon
Edison Elecvtric Institute
Electric Cos. Advertising
Eveready
Fairy Soap
Ferris
Ferry's Seeds
First Pennsylvania
Ford
Forstmann
Folder 9
French Line
General Electric
Box 3
Folder 10
Gold Dust
Goodyear
Hanes
H. J. Heinz
Hellman's
Dr. Hess & Clark
Hires Root Beer
Hodgson Houses
Honeywell
Folder 11
I.C.S.
I.N.A.
International Silver
Keen Kutter
Kellogg's
KitchenAid
Folder 12
Lees
Leitz
Lincoln
Life Savers
Maine Dev. Commm.
Masonite
Mellin's
Montgomery Ward
Morton Salt
Mutual Life of New York
Folder 13
Nabisco
National Bible Week
National Cash Register
National Dairy Products
Folder 14
New England Mutual
Nicholson File Co.
Packer's Tar Soap
Pan Am
Penn Mutual Life Insurance
Plymouth
Prince Albert
Proctor & Gamble
Red Heart Dog Food
Regal Shoes
Rice Council
Folder 15
Sani-Flush
Sealtest
Sergeant's
Sheffield Farms
Squibb
Standard Oil
Steinway
Folder 16
Texaco
Time Mirror Magazine Network
TV Guide
United Airlines
U.S. Army Recruiting
U.S. Rubber
Univac
Folder 17
Victor Talking Machine Company
Folder 18
John Wanamaker
Warren Telechron
Whitman's
Women's Institute
Yardley
Box 4
Film rolls of DuPont commercials
Scrambled Eggs
Winner
German Food
Bake Ware
After a Great Meal
Teflon dealer reel with announcer inserts
Ralph Coverwell
Stella Spatterly
DuPont Silverstone
Ayers plaque
Accession (2009-0120)
(5 boxes)
Addition (09-120) (2500 items; 4.5 lin. ft.; dated 1870-2000s) consists primarily of print advertisements for automobiles and cars, including all of the major brands available today. It also includes print campaigns for milk, energy companies, and a set of Norman Rockwell advertisements.
Box 1
Antique advertisements
1870-1879
1890-1899
1900-1909
1910-1919
1920-1929
1930-1939
1940-1949
Antique auto advertisements
A.B.C.--DuPont
Glide--Marquette
Mercer--Paige
Palmer-Singer--Pope
Premier--Yale
Testimonials
Auto advertisements
International
Eagle
Jeep
Infiniti
Hyundai
Honda
GM
GMC
Mercury
Mercedes
Mazda
Kia
Lexus
Suzuki
Saturn
Saab
Rover
Renault
Porsche
Pontiac
Plymouth
Peugeot
Oldsmobile
Datsun/Nissan
Mitsubishi
Subaru
BMW
Acura
Aston-Martin
Audi
Ford
Volkswagen
Volvo
Buick
Chevrolet
Marmon
Packard
Cadillac
Lincoln
Locomobile
Toyota
Jeep
Maserati
Mercedes-Benz
Chrysler
Dodge
DeSoto
Citroen
Auto advertisements, 1970s-2000s
Acura
Anglia
Aston-Martin
Audi
Austin
Bentley
Bertone
BMW
Capri
Cortina
Citroen
Daewoo
Ferrari
Fiat
Honda
Hyndai
Infiniti
Box 2
Hillman
Isuzu
Jaguar
Kia
Lancia
Lotus
Lexus
Maserati
Mazda
Mercedes-Benz
Merkur
Metropolitan
MG
Mitsubishi
Morris
Nissan/Datsun
Opel
Peugeot
Porsche
Renault
Rolls Royce
Rover
Tickford
Triumph
Volkswagen
Volvo
Box 3
Toyota
Subaru
Suzuki
Saab
Scorpio
Simca
Singer
Sunbeam
Got Milk? collection
N.W. Ayer collection
Ernest campaigns, local publicity, 1982-1984
Box 4
Normal Rockwell advertisements and illustrations, 1924-1960
Box 5
N.W. Ayer collection
