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Library Specialist

Advertising



I. Purpose:
To support teaching and research through the doctoral level in the field of advertising. In addition to the Department of Advertising and the Department of Marketing Administration, the Departments of Art, History, Journalism, Management, and Radio-Television-Film have interests in this subject.

II. General Collection Guidelines:
A. Languages: English is the primary language of collection, but materials in advertising theory, research and management may be collected selectively in French, Spanish and German.

B. Chronological Guidelines: Emphasis is on current advertising practices, research and theory, but there is limited acquisition of historical advertising materials.

C. Geographical Guidelines: Very strong emphasis on advertising in the United States; strong interest in international advertising and cross-cultural and/or sub-cultural advertising research.

D. Treatment of Subject: Works on advertising research and advertising theory are of prime importance. Works on advertising production are also important and are of interest to students in graphic arts. Advertising history and biography are valuable to students in history and art history. Popular works and textbooks are collected selectively.

E. Types of Materials: Research monographs, yearbooks, reports of product surveys, occasional papers of other departments of schools of advertising, and proceedings of conferences or congresses are collected. Media marketing services are ordinarily not purchased unless special rates on these high priced, quickly dated materials can be secured.

F. Date of Publication: Strong emphasis is placed on current materials but retrospective works important to the history of advertising are acquired.

III. Observations and Qualifications by Subject and LC Class:

SUBJECT LC CLASS LOCATION CDP [NCIP] COLLECTING LEVEL BIBLIOGRAPHER
Advertising HF 5801-6182 PCL C [3] Adv Except HF 5825 Advertising
Advertising and Copy Design NC 997-1003 Fine Arts - Fine Arts: See Footnote 1
International Advertising: See Footnote 2 HF 5808 PCL C [3] Advertising

Footnote 1:
Art Statement Includes graphic communication methods design for advertising packaging trademarks exhibition and display designs. Foreign language graphic and design materials are selectively acquired.

Footnote 2:
Includes cross-cultural advertising and sub-cultural advertising.


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Last updated August 2004 by Research Services Division