How Smokey, The Crying Indian, And Mcgruff Changed America

How Smokey, The Crying Indian, And Mcgruff Changed America

3.27 (29 ratings by Goodreads)
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Pulitzer Prize nominated journalist Wendy Melillo authors the first book to explore the history of the Ad Council and the campaigns that brought public service announcements to the nation through the mass media. How McGruff and the Crying Indian Changed America: A History of Iconic Ad Council Campaigns details how public service advertising campaigns became part of our national conversation and changed us as a society. The Ad Council began during World War II as a propaganda arm of President Roosevelt's administration to preserve its business interests. Happily for the ad industry, it was a double play: the government got top-notch work; the industry got an insider relationship that proved useful when warding off regulation. From Rosie the Riveter to Smokey Bear to McGruff the Crime Dog, How McGruff and the Crying Indian Changed America explores the issues and campaigns that have been paramount to the nation's collective memory and looks at challenges facing public service campaigns in the current media more

Product details

  • Hardback | 240 pages
  • 157.48 x 231.14 x 25.4mm | 340.19g
  • Smithsonian Books
  • Washington, United States
  • English
  • 7 B&W PHOTOS
  • 1588343936
  • 9781588343932

Review quote

Library Journal, Starred Review Pulitzer Prize-nominated journalist Melillo (public communication, American Univ.) narrates a riveting account of the Advertising (Ad) Council, founded in 1942, and its impact on U.S. history, from its inception as a public relations tool through contemporary public service announcements (PSAs).Melillo focuses on the effects and controversy surrounding classic advertisements whose objectives ranged from mobilizing women during World War II, selling atomic energy, and fighting crime and communism to supporting environmentalism and black colleges. Included are illustrations of iconic campaigns that make up the backbone of popular culture and ad history, as well as intriguing questions regarding how well the move from strict Federal Communications Commission (FCC) controls to self-regulation serves the public interest. The two-page epilog sketching the advantages and potential pitfalls of PSAs venturing into social media is excellent. Today's students might find greater emphasis on new media and less of what could be dismissed as nostalgia for print and traditional television even more compelling and relevant. VERDICT Surpassing other treatments in articles, books, and sources cited in chapter notes, this work distinguishes itself by its breadth and by incisive commentary and analysis. A superlative history of public service advertising.--Elizabeth Wood, Bowling Green State Univ. Libs., OHKirkus Reviews From the back stories of McGruff and Smokey through the conflicts of political polarization, this compact history of the Ad Council puts the relationship between government and the advertising industry in fresh perspective. Solid reporting and analysis from Melillo, a former Pulitzer nominee for the "Washington Post," distinguish this first history of the Ad Council to date. It also suggests that more of a feature approach rather than a drier tone more common in academic or public policy writing might better serve this veshow more

About Wendy Melillo

Wendy Melillo is an assistant professor in the School of Communication at American University. As a staff writer for The Washington Post she earned a Pulitzer Prize nomination, a Penney-Missouri Newspaper Award, and a White House Correspondents' Association award. For nearly a decade, Melillo was the Washington, DC, bureau chief and senior writer for Adweek, where she covered product and political advertising, marketing, PR, and more

Table of contents

Prologue: A Brilliant Public Relations Move 1 What Is the Ad Council? 2 Advertising’s Gift to America 3 Smokey Bear: A More Complicated Character Than His Image Depicts 4 The Rosie Legend and Why the Ad Council Claimed Her 5 “A Keg of Dynamite and You’re Sitting on It”: The Manhattan Project Scientists Launch an Atomic Energy Campaign 6 The Struggle for Men’s Souls: An Anti-communist Crusade for Freedom Targets Americans 7 The Crying Indian: In America’s Debate over Garbage and Pollution, Does the Campaign Shift Responsibility from Corporations to Individuals? 8 Beyond Integration: Fighting for Historically Black Colleges 9 Fighting Back: McGruff Shows Americans How to Take a Bite Out of Crime 10 Public Service Ads and the Public Interest Epilogue: Looking to the Future Acknowledgments Notes Indexshow more

Rating details

29 ratings
3.27 out of 5 stars
5 17% (5)
4 28% (8)
3 28% (8)
2 21% (6)
1 7% (2)
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