Advertising today is not only under sterner scrutiny by the various federal regulatory and judicial bodies but is also facing an ominous storm of public criticism because of certain abuses. One of the big questions troubling advertisers, agencies and media is whether advertising will be subject to increasingly stringent governmental controls or whether it will forestall such action by mature self-regulation. In Advertising at the Crossroads the author has attempted to face the issue squarely and realistically, and to point out several constructive measures that advertising must initiate in its self-interest.
First published in 1952.
Table of Contents
1. The Advertiser and the Consumer. The Impact of Advertising on the Consumer and the Home. The Advertiser. The Impact of Advertising on Our Economy. 2. Advertising Media. Newspapers. Magazines. Radio. Television. Outdoor Advertising. Direct Advertising. 3. The Advertising Agency. Development of the Advertising Agency. The Role of the Advertising Agency. The Advertising Code. 4. Constitutional Sources of Federal Regulatory Power. The Postal Power. The Taxing Power and General Welfare Clause. Interstate Commerce. Advertising and Interstate Commerce. 5. Advertising and the Maintenance of Competition – The Federal Trade Commission. Legislative History. ‘Unfair Methods of Competition in Commerce’. Gradual Acceptance of FTC Jurisdiction over Advertising. The Wheeler-Lea Amendments. Administrative Procedure. Conclusion. 6. Advertising and the Public Interest – The Federal Communications Commission. Historical Perspective. The ‘Public Interest, Convenience, or Necessity’. The Networks Challenge FCC Authority. Advertising Problems of FCC. Conclusion. 7. False, Misleading and Obscene Advertising. The Postal Power and Advertising. Obscenity and the Mails. Mail Fraud. The Federal Alcohol Tax Unit. 8. Observations and Conclusions. Stages in the Law of Advertising. Advertising and its Regulation Today. Control of Advertising as an Economic Force. Appendix. A. Typical Stipulation – Federal Trade Commission. B. Excerpts from the television Code of the National Association of Radio and Television Broadcasters. C. Offer in Compromise. D. The Voluntary Limitation of Advertising. Bibliography. Official Reports. Statutes. Table of Cases. Index of Names. Index of Subjects.