From Fordist to Creative Economies: The de-Americanisation of European Advertising Cultures Since the 1960s

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

European advertising, its aesthetics, institutions and its central organisations, the advertising agencies, were profoundly changed by the arrival of American advertising agencies during the inter-war period. Supported by industrial clients who demanded global communications campaigns, and based on new forms of professional advertising management, these agencies soon dominated the course of European advertising history. During the 1960s, the influence of American advertising agencies began to wane, and global advertising increasingly followed new trends that originated in Europe. This article searches for the origins of this remarkable change of direction. In doing so, it compares the cultural-economic development of major European advertising industries from the immediate post-war years to the twenty-first century. It can be shown that the European advertising industries followed ‘non-American’ pathways in their development, which combined an emphasis on creativity with radically new forms of advertising production and agency management. As a result, successful advertising agencies today look less like American full-service agencies, and much more like the smaller European agencies of the type that had emerged between the world wars. The article discusses these findings in the light of the often-applied term ‘Americanisation’.
European advertising, its aesthetics, institutions and its central organisations, the advertising agencies, were profoundly changed by the arrival of American advertising agencies during the inter-war period. Supported by industrial clients who demanded global communications campaigns, and based on new forms of professional advertising management, these agencies soon dominated the course of European advertising history. During the 1960s, the influence of American advertising agencies began to wane, and global advertising increasingly followed new trends that originated in Europe. This article searches for the origins of this remarkable change of direction. In doing so, it compares the cultural-economic development of major European advertising industries from the immediate post-war years to the twenty-first century. It can be shown that the European advertising industries followed ‘non-American’ pathways in their development, which combined an emphasis on creativity with radically new forms of advertising production and agency management. As a result, successful advertising agencies today look less like American full-service agencies, and much more like the smaller European agencies of the type that had emerged between the world wars. The article discusses these findings in the light of the often-applied term ‘Americanisation’.
LanguageEnglish
JournalEuropean Review of History
Volume20
Issue number5
Pages859-879
ISSN1350-7486
DOIs
StatePublished - 2013

Keywords

    Cite this

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    title = "From Fordist to Creative Economies: The de-Americanisation of European Advertising Cultures Since the 1960s",
    abstract = "European advertising, its aesthetics, institutions and its central organisations, the advertising agencies, were profoundly changed by the arrival of American advertising agencies during the inter-war period. Supported by industrial clients who demanded global communications campaigns, and based on new forms of professional advertising management, these agencies soon dominated the course of European advertising history. During the 1960s, the influence of American advertising agencies began to wane, and global advertising increasingly followed new trends that originated in Europe. This article searches for the origins of this remarkable change of direction. In doing so, it compares the cultural-economic development of major European advertising industries from the immediate post-war years to the twenty-first century. It can be shown that the European advertising industries followed ‘non-American’ pathways in their development, which combined an emphasis on creativity with radically new forms of advertising production and agency management. As a result, successful advertising agencies today look less like American full-service agencies, and much more like the smaller European agencies of the type that had emerged between the world wars. The article discusses these findings in the light of the often-applied term ‘Americanisation’.",
    keywords = "Creative revolution, Advertising industry, Americanisation, Creative industries, Cultural history, de-Americanisation, European culture, Financialisation",
    author = "Stefan Schwarzkopf",
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    language = "English",
    volume = "20",
    pages = "859--879",
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    From Fordist to Creative Economies : The de-Americanisation of European Advertising Cultures Since the 1960s. / Schwarzkopf, Stefan.

    In: European Review of History, Vol. 20, No. 5, 2013, p. 859-879.

    Research output: Contribution to journalJournal articleResearchpeer-review

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    T2 - European Review of History

    AU - Schwarzkopf,Stefan

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    N2 - European advertising, its aesthetics, institutions and its central organisations, the advertising agencies, were profoundly changed by the arrival of American advertising agencies during the inter-war period. Supported by industrial clients who demanded global communications campaigns, and based on new forms of professional advertising management, these agencies soon dominated the course of European advertising history. During the 1960s, the influence of American advertising agencies began to wane, and global advertising increasingly followed new trends that originated in Europe. This article searches for the origins of this remarkable change of direction. In doing so, it compares the cultural-economic development of major European advertising industries from the immediate post-war years to the twenty-first century. It can be shown that the European advertising industries followed ‘non-American’ pathways in their development, which combined an emphasis on creativity with radically new forms of advertising production and agency management. As a result, successful advertising agencies today look less like American full-service agencies, and much more like the smaller European agencies of the type that had emerged between the world wars. The article discusses these findings in the light of the often-applied term ‘Americanisation’.

    AB - European advertising, its aesthetics, institutions and its central organisations, the advertising agencies, were profoundly changed by the arrival of American advertising agencies during the inter-war period. Supported by industrial clients who demanded global communications campaigns, and based on new forms of professional advertising management, these agencies soon dominated the course of European advertising history. During the 1960s, the influence of American advertising agencies began to wane, and global advertising increasingly followed new trends that originated in Europe. This article searches for the origins of this remarkable change of direction. In doing so, it compares the cultural-economic development of major European advertising industries from the immediate post-war years to the twenty-first century. It can be shown that the European advertising industries followed ‘non-American’ pathways in their development, which combined an emphasis on creativity with radically new forms of advertising production and agency management. As a result, successful advertising agencies today look less like American full-service agencies, and much more like the smaller European agencies of the type that had emerged between the world wars. The article discusses these findings in the light of the often-applied term ‘Americanisation’.

    KW - Creative revolution

    KW - Advertising industry

    KW - Americanisation

    KW - Creative industries

    KW - Cultural history

    KW - de-Americanisation

    KW - European culture

    KW - Financialisation

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