Upgrade to the Flash 9 viewer for enhanced content, including the ability to browse & search through your favorite titles.
Click here to learn more!
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 environment.
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