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Darrell Lucas Advertising History Collection, 1922

Author:
Lucas, Darrell Blaine (psychologist) 1903-
Interviewer:
Flaherty, Stacy A
Creator:
Center for Advertising History, Archives Center
Subject:
Batten, Barton, Durstine, and Osborn
Physical description:
1 cu. ft.: 2 boxes
Type:
Interviews
Collection descriptions
Scrapbooks
Oral histories (document genres)
Date:
1922
1922-1990
1980-2000
20th century
1990-2000
Notes:
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.
Summary:
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.
Cite as:
Darrell Lucas Advertising History Collection, 1922, Archives Center, National Museum of American History
Topic:
Advertising--Psychological aspects
Motivation research (Marketing)
Psychologists
Local number:
1990.3160 (NMAH Acc.)
Data Source:
Archives Center - NMAH

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