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Instigating a Revolution: Lord & Tay...

Elia, Ariele Chantel.

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Instigating a Revolution: Lord & Taylor Advertisements 1945-1959.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Instigating a Revolution: Lord & Taylor Advertisements 1945-1959./
作者:	Elia, Ariele Chantel.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	114 p.
附註:	Source: Masters Abstracts International, Volume: 57-01.
Contained By:	Masters Abstracts International57-01(E).
標題:	Fashion. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10289642
ISBN:	9780355349368

Instigating a Revolution: Lord & Taylor Advertisements 1945-1959.
Elia, Ariele Chantel.

Instigating a Revolution: Lord & Taylor Advertisements 1945-1959. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 114 p.

Source: Masters Abstracts International, Volume: 57-01.

Thesis (M.A.)--Fashion Institute of Technology, State University of New York, 2017.

In 1945 Dorothy Shaver was elected president of the department store Lord & Taylor, becoming the first female to hold such a position. During her tenure, their advertisements were praised by the press for their creativity and elegant illustrations. Shaver claimed in a 1957 speech that she instigated a revolution in advertising; however, Lord & Taylor's advertisements and her influence on them have not been studied in depth to substantiate this statement.

ISBN: 9780355349368Subjects--Topical Terms:

549143
Fashion.

Instigating a Revolution: Lord & Taylor Advertisements 1945-1959.
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500 $a Source: Masters Abstracts International, Volume: 57-01.
500 $a Advisers: Sarah C. Byrd; Denyse Montegut.
502 $a Thesis (M.A.)--Fashion Institute of Technology, State University of New York, 2017.
520 $a In 1945 Dorothy Shaver was elected president of the department store Lord & Taylor, becoming the first female to hold such a position. During her tenure, their advertisements were praised by the press for their creativity and elegant illustrations. Shaver claimed in a 1957 speech that she instigated a revolution in advertising; however, Lord & Taylor's advertisements and her influence on them have not been studied in depth to substantiate this statement.
520 $a During the 1940s and 1950s, fashion illustration was at its height. Shaver built a dynamic advertising team composed of artistic director Harry Rodman, head illustrator Dorothy Hood, and a number of illustrators, working in Hood's fluid abstract expressionist style. This team established an aesthetic that made the print advertisements instantly recognizable. Other department stores around the world looked to Lord & Taylor as the standard in advertising, with some even copying their style.
520 $a This qualifying paper examines Lord & Taylor's adverting scrapbooks---held in Gladys Marcus Library Department of Special Collections at the Fashion Institute of Technology---during Shaver's tenure as president (1945-1959) with the goal of proving a more complete history of their advertising methods and in order to determine if their advertisements were as innovative as the press and Shaver claimed. The paper is divided into four sections, beginning with a background of early department store advertising in Paris, the United States, and London. It is followed by a survey of Shaver's advertising initiatives prior to becoming president. The third section describes the process of creating the advertisement along the theories behind them during her presidency and finishes with a comparison of other department store advertisements.
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