- 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:
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.
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
- 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
- III. Observations and Qualifications by Subject and LC Class:
|SUBJECT ||LC CLASS ||LOCATION
||CDP [NCIP] COLLECTING LEVEL
|Advertising ||HF 5801-6182 ||PCL ||C  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  ||Advertising|
- Footnote 1:
Includes graphic communication methods design for advertising packaging
trademarks exhibition and display designs. Foreign language graphic and design
materials are selectively acquired.
- Footnote 2:
cross-cultural advertising and sub-cultural advertising.
Return to Subject Policies List
updated August 2004 by Research Services Division