Darrell Lucas Advertising History Collection, 1922
Lucas, Darrell Blaine (psychologist) 1903-
Flaherty, Stacy A
Center for Advertising History, Archives Center
Batten, Barton, Durstine, and Osborn
1 cu. ft.: 2 boxes
Oral histories (document genres)
Darrell Blaine Lucas is a retired proessor of marketing at New York University. He earned a doctorate in psychology and worked as a research consultant at Batten, Barton, Durstine, and Osborne (BBDO), 1943-1968. Lucas was among the first psychologists on staff at an advertising agency, where his research provided information on marketing strategies.
Folio-size scrapbook: "A Book of 100 Modern Ads" created for a college-level psychology class, 1922, as an exercise in the methodology of advertising: it addresses both the creation and testing (i.e., recall and effectiveness) of ads found in contemporary magazines. An oral history interview was conducted by Stacy Flaherty with Mr. Lucas April 3, 1990, in which he describes the initial use of psychology in advertising and his career at BBDO. Mr. Lucas also donated a collection of books on the history and theory of advertising; these books are maintained in the Center for Advertising History reference library.
Darrell Lucas Advertising History Collection, 1922, Archives Center, National Museum of American History