The quest for legitimacy: The growth and development of the Australian advertising industry, 1900–1969

Abstract

The advent of mass advertising has left an indelible imprint on twentieth century Australia. Advertising's rise is a measure of the new technologies of mass communication, mass production, and mass consumption. The growth and development of advertising, however, cannot be separated from the steadily growing scale, sophistication, and status of the advertising industry. Between 1900 and the late 1960s, the ‘advertising profession’, as it came to style itself, maintained a quest for legitimacy—an ongoing campaign aimed at distancing itself from its shady past. Believing that a legitimate reputation produced sales, the advertising industry needed to sell itself before it could sell soap, cigarettes, or cars.

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