An Impending Paradigm Shift in Advertising
Chapter 3: Growth & Expansion
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GROWTH & EXPANSION
In the 1920s advertising entered its second phase of development. This period was marked by exponential growth and expansion. Advertising built upon the unprecedented success it achieved through its participation with the Committee on Public Information (CPI). The knowledge they acquired provided a paradigm for future prosperity.
Although pivotal, the newly established paradigm was limited in scope and precision due to its infinitesimal state. Consequently, advertising devoted significant attention to its articulation. Advertising’s primary objective was to establish methods to increase productivity and effective problem solving using the new paradigm. Advertising also sought techniques to reinforce new understandings. This was accomplished in several ways. The first approach involved discovering methods to apply the paradigm to produce consistent successful outcomes. Advertising also explored ways to produce data and systems of measurement. Moreover, advertising investigated ways to identify techniques to apply the paradigm to future areas of interest (Kuhn, 1964).
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