Overview:
The American Consumer Culture: Market Research & American Business, 1935-1965 database features many documents and ads related to well-known companies and brands during the specified time period. The interactive and visually appealing, digital collection is divided into “Documents” and “Ad Gallery.” The documents include market research reports, memorandums, proposals, and letters by Ernest Dichter, founder of The Institute for Motivational Research. The Ad Gallery includes images of printed advertisements from the iconic American companies that were related to Dichter’s works.
In addition to the general search browser, there are advanced search and popular searches. Also, there are tabs for certain categories for quicker access: Introduction, Documents, Industries, Chronology, Ad Gallery, Further Resources, and Help. If the user needs guidance to maneuver the database, in the lower, left corner of the home page, there is a “Not sure where to start?” button.
Facts:
The date range for the documents and images is 1935-1965. When searching the documents, the user can view the digitization of the original document. There is a tab for “original” view, and there is a tab for “Thumbnail” to magnify the view. After it is downloaded, the user can make notes on the document. However, a keyword search is not allowed on the document. The entire document can be downloaded as a pdf document. The user can also download the image by range or page by page.
For each selected document, the title, report number, date of publication, location of material, copyright, type of industry (e.g. automotive, broadcasting, food and drink, retail, etc.), company, brand, method of research, keywords, and language are listed. By simply clicking on the “Find out more about this year” hyperlink, an interactive timeline displays what was happening when each proposal, report, letter, or memorandum was made. The hyperlink for the business or company information is available by clicking on “Go to Business Biography.” Also, there is a hyperlink for “Go To Glossary” next to a list of keywords that is linked to the database’s Glossary.
For the “Ad Gallery,” the images can be downloaded. The title of the advertisement, date, image type (e.g. magazine), source, industry, company, brand, keywords, publication, and image details (e.g. color or black and white) are listed. Hyperlinks to the Glossary and Chronology/Timeline are not provided for the advertisement images.
Another useful and interesting feature is “My Archive.” The user can create a folder and save the searched items for further research. The “My Archive” option is located directly above the general search browser.
History:
Three “Participating Libraries” have contributed to the digital collection of the American Consumer Culture: Market Research & American Business, 1935-1965 database. “After closing his offices in the Croton-on-Hudson “Castle” in 1982, Dichter placed his library of research studies, publications and other writings with Mercy College, where he taught marketing. However, when Mercy College sought permission in 1990 to microfilm them and destroy the originals to save space, Dichter repossessed them. He was working with a dealer to sell them to another library but was unable to make satisfactory arrangements before his final illness. These materials, plus Dr. Dichter’s remaining business correspondence and notes, were removed to Hagley from Dichter’s last residence and office in Cortlandt Manor, N.Y., in 2007” (Adam Matthew). Eventually, the Dichter family donated the documents to the Hagley Museum and Library. The American Consumer Culture database features the digital collection that was donated by the Hagley Museum and Library.
The advertisements for the “Ad Gallery” were donated by John W. Hartmen Center and The Advertising Archives. The John W. Hartmen Center is part of the Rubenstein Rare Books and Manuscript Library at Duke University. It “has provided a selection of valuable advertisements for our Ad Gallery feature, dating from the mid-1930s to 1950s” (Adam Matthew). The Advertising Archives is one of the largest advertising archives in Europe and founded by Larry Suzanne Viner in 1990. They donated advertisements from 1930s to 1960s.
Review:
According to Cheryl LaGuardia, Research Librarian for the Widener University at Harvard University, “This file delivers amply on the vendor’s claim that it “provides a unique insight into the world of buying, selling, and advertising in pre- and post-war America.” It does more than that, with sometimes chilling psychosocial analysis that will successfully serve researchers in the areas of psychology, history, business, marketing, advertising, consumerism, gender studies, ethnic and minority studies, communications, sociology, American studies, philosophy, terrorism, and politics. ”
Access:
Access is through the George Mason University database which requires an account. In the “Help” tab, there are five different categories. For example, there is a “Terms of Use” icon that can be viewed. Detailed information is found in Access and Terms of Use.
Publisher:
Adam Matthew Digital is known for publishing “unique primary source collections from archives around the world.” There are three participating libraries that have donated the resources for the digital collection.
Citing:
For each source, there is a Citation button in black and white. However, it can be exported only by RefWorks and EndNote. The user has the option to select three different citation styles. The MLA citation is not entirely correct, but it is good enough. Consult the updated MLA guidelines for proper citation by visiting the MLA or OWL Purdue MLA.
Other Information:
The database includes a great resource for educators and scholars. The “Teaching” category appears when the user selects the “Further Resources” button. There are images and exercises for the classroom. Also, there is a “Case Studies” category. The author, Stefan Schwarzkopf, explores key themes in the reports.
