Thomas Barratt and the Development of British Advertising

Abstract

For almost fifty years Thomas Barratt was the inspiration behind the advertising for Pears soap and a leading figure in the advertising world. Though he was not immune from errors of judgement and his significance may have been overestimated by his business contemporaries, he nevertheless had a considerable influence on the evolution of advertising both in Britain and overseas through the techniques he employed, his consistently high expenditure, and the case for advertising which he put so forcefully.

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