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Guide to the J. Walter Thompson Company. Lois Gaeta Papers, 1956-1961 and undated

Abstract

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.).

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
J. Walter Thompson Company.
Title
J. Walter Thompson Company. Lois Gaeta papers, 1956-1961 and undated
Language of Material
English, and Spanish
Extent
0.4 Linear Feet, 100 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

Administrative Information

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access Restrictions

Collection is open for research.

However, audiovisual originals are closed to researchers. Use copies are available int the collection.

Researchers must register and agree to copyright and privacy laws before using this collection.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. There may be a 48-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.

warning 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 David M. Rubenstein Rare Book & Manuscript Library.

Contents of the Collection

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

Clippings, undated
Box 1
Correspondence, 1957-1959
Box 1
Printed materials, 1960-1961
Box 1

Includes radio and television scripts, print advertisements and packaging examples. Arranged alphabetically by company name, and scripts are arranged chronologically by year therein.

Package inserts, undated
Box 1
Scripts, 1960
Box 1
Blue Cross/Blue Shield scripts, 1961
Box 1
Colgate-Palmolive (Stripe toothpaste) advertisement, 1960
Box 1
Crane scripts, undated
Box 1
Eastman Kodak scripts, 1958
Box 1
Fleischmann's Yeast (Standard Brands) scripts, 1956
Box 1
Foundation for Commercial Banks scripts, undated
Box 1
Macmillan scripts, undated
Box 1
Print advertisements and packaging examples, 1957-1961
Box 1
Scripts, 1956-1960
(4 folders)
Box 1
Peru International scripts, 1958
Box 1
Radio Free Europe scripts, 1956
Box 1
Reader's Digest scripts, 1960-1961
Box 1
Scott Paper Co. scripts, undated
Box 1
Sylvania scripts, 1956-1957
Box 1
Print advertisements, 1960-1961
Box 1
Scripts, 1958-1961
Box 1

Consists of television spot advertisements for Mentholatum products.

Restrictions on access: Originals are closed to researchers. Use copies are available in the collection.

OR1. Five Mentholatum spots (includes Deep Heat Rub and Colban). Format: 16mm. Undated. TRT: 5:00
Box 2
OR2. Mentholatum Child spot. Format: 16mm. Date: 1958. TRT: 1:00
Box 2
OR3. Mentholatum Rain spot. Format: 16mm. Date: 1960. TRT: 1:00
Box 2
OR4. Mentholatum Colban spot. Format: 16mm. Date: 1959. TRT: 1:00
Box 2
OR5. Mentholatum Xcursion spot. Format: 16mm. Undated. TRT: 1:00
Box 2
MC1. Master for OR1-OR5. Format: Betacam SP. Created: 2008
Box 3
UC1. Use copy for OR1-OR5. Format: DVD. Created: 2008
Box 1

Historical 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.

Subject Headings

Related Material

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.

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.