jwtgaetalois Inventory of the J. Walter Thompson Company. Lois Gaeta Papers, 1956-1961 and undated Processed by: Richard Collier; machine-readable finding aid created by: Richard Collier The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

2007 Duke University. All Rights Reserved.

Aleph Number: 003067421

 Machine-readable finding aid derived from XML authoring program. Date of source: April 2007Processed by Richard Collier, April 2007; Finding Aid encoded by Richard Collier, David M. Rubenstein Rare Book & Manuscript Library, Duke University, April 2007 Description is in English Finding aid was prepared using DACS and our local Style Guide Inventory of the J. Walter Thompson Company. Lois Gaeta Papers, 1956-1961 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina 27708-0185 USA

2007 Duke University. All Rights Reserved.

 Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University J. Walter Thompson Company. J. Walter Thompson Company. Lois Gaeta Papers, 1956-1961 and undated Material is in English and Spanish 0.4 Linear Feet 100 Items For current information on the location of these materials, please consult the Library's online catalog. 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.). Administrative Information Access Restrictions

Collection 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 David M. Rubenstein Rare Book & Manuscript 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 David M. Rubenstein Rare Book & Manuscript Library.

 Preferred Citation

[Identification of item], J. Walter Thompson Company. Lois Gaeta Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

 Provenance

The J. Walter Thompson Company. Lois Gaeta Papers were received by the David M. Rubenstein Rare Book & Manuscript 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.

 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.

 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.

 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. Packaging. Proofs (printed matter). 16mm. Motion pictures. Scripts (documents) Tear sheets. 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.

 Contents of Collection General Files Series, 1957-1961 and undated (1 Box)

Includes clippings, correspondence and other printed materials. Arranged alphabetically.

 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.

 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) 2OR1. 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) 3MC1. Master for OR1-OR5. Format: Betacam SP. Created: 2008 Use Copies 1 (continued)UC1. Use copy for OR1-OR5. Format: DVD. Created: 2008