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John Caples Papers

Creator:
Caples, John, 1900-1990 (advertising executive)  Search this
Caples, Dorothy  Search this
Names:
Batten, Barton, Durstine & Osborn, Inc  Search this
Extent:
24 Cubic feet (64 boxes )
Type:
Collection descriptions
Archival materials
Business letters
Awards
Essays
Diaries
Tear sheets
Typescripts
Place:
New York (N.Y.)
Date:
circa 1900-1987
Scope and Contents:
Series Three, Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..

Series Four, Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.

Subseries A contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).

Subseries B contains client files from Caples' years at BBDO (circa 1946-1972).

Subseries C contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included. Series 5, Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.
Series 1: Personal Papers, is divided into three subseries.

Subseries 1.1 contains Caples' diaries in original, unedited manuscript form. The diaries are arranged chronologically. They constitute a notable resource for the study of the advertising industry from an insider's perspective during a period of tremendous expansion of advertising as a force in American business and culture. They document Caple's participation in and reflections on the business of advertising, and detail his acquaintance with noted business and advertising professionals. The diaries record his responses to the major events of his lifetime, such as presidential elections, the stock market crash of 1929, American entry into World War II, the Kennedy assassinations, and the moon landing. Caples recorded conversations and contacts with some of the key advertising and communications people of his time, including Rosser Reeves, David Ogilvy, George Gallup and Harry Reasoner. Also found in the diaries are reflections of a more mundane or personal nature: weather conditions, the best restaurants, whether to quit drinking or go on a diet, and Caples= ambivalence about retiring from BBDO. Caples wrote precisely one page each day from 1928 through 1981. Missing from the series are the years 1935-1940, 1946-1950; 1952-1955; 1957-1962.

Subseries 1.2 contains edited, rewritten portions of the diaries, presumably intended for publication as short-stories or reminiscences. Of particular interest are humorous short stories relating to Caples' years at the Naval Academy in Annapolis, MD during the early 1920s.

Subseries 1.3 contains photographs of Caples and his family, ca. 1900-1960.

Subseries 1.4 contains personal and family papers, including material documenting Caple's service as a recruitment and enlistment officer for the U.S. Navy during World War II, and a copy of a dissertation about Caples by Gordon White, entitled John Caples, Adman.

Series 2: Publications, contains Caple's published and unpublished manuscripts about advertising techniques, direct marketing, and the advertising industry. Arrangement is according to publication and thereunder by date of publication. This series is arranged into two subseries.

Subseries 2.1 contains articles published in advertising industry publications such as Advertising Agency, Advertising and Selling, Direct Marketing, and Printer's Ink, and for business publications like Saturday Review. The articles typically are of a how-to nature, but also include Caples observations about the business of advertising, including a series for Advertising Agency in the 1950s, titled "Diary of an Ad Man," which drew heavily from his diaries.

Subseries 2.2 contains book manuscripts. Caples was a prolific and respected author in his field, publishing four widely acclaimed books on advertising and direct marketing techniques. Material in this series includes rough and final drafts, illustrative material, and correspondence with editors and publishers. There are also letters of congratulation from friends and letters of praise from readers.

Series 3: Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..Series 4: Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.

Subseries 4.1 contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).

Subseries 4.2 contains client files from Caples' years at BBDO (ca. 1946-1972).

Subseries 4.3 contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included.

Series 5: Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.
Arrangement:
The collection is arranged into five series.

Series 1: Personal Papers, 1900-1980s

Series 2: Publications, 1931-1980s

Series 3: Speeches and Lectures, 1930-1978

Series 4: Client Files, 1925-1970

Series 5: Business Files, 1946-1982
Biographical / Historical:
John Caples (1900-1990) was one of advertising's most influential copywriters. He grew up in New York City, the eldest of two sons of Byron Caples, a doctor, and Edith Richards Caples, a grandniece of W.W. Cole, P.T. Barnum's partner.

After graduation from the Naval Academy at Annapolis, Caples began his advertising career at Ruthrauff & Ryan in 1925, during the decade in which advertising began to assume its modern form, both in style and organizational structure. His first year there, he wrote a legendary mail-order advertisement for the U.S. School of Music. This advertisement, more than a thousand words long, embodied many of the techniques which Caples was later to develop, and is still regarded within the industry as one of the most effective pieces of advertising copy ever written. It began with the straightforward but emotionally insightful headline: "They laughed when I sat down at the piano." The headline became a part of American popular culture, appearing in ads, comics, cartoons, and greeting cards into the 1990s.

In 1927, Caples moved to Batten, Barton, Durstine & Osborne (BBDO), where he had the opportunity to work alongside Bruce Barton, an advertising legend and pioneer of direct mail. Caples remained at BBDO for 55 years, during which time he reshaped the field of direct response advertising. At BBDO he supervised direct response advertising for DuPont, U..S. Steel, General Electric, United Fruit, Hormel, the Wall Street Journal, Reader's Digest, Phoenix Mutual, Liberty Mutual, Western Airlines, U.S. Navy Recruiting, and many other clients. In his honor, the Direct Marketing Creative Guild established the John Caples Award to recognize creative excellence in direct marketing.

Caples was also respected for the development of innovative copy-testing techniques. He was the author of countless articles and several well-respected books, including Tested Advertising Methods (1932), Advertising for Immediate Sales (1936), Making Ads Pay (1957) and How To Make Your Advertising Make Money (1983). He also served as a recruitment and enlistment officer in the U.S. Navy during World War II. John Caples retired from BBDO in 1981. He died after a long convalescence in 1990.
Related Materials:
As part of the collection, the Archives Center accepted 22 books on advertising, including copies of Caples' books, some in foreign languages. These books are housed in the Archives Center.
Provenance:
The collection was donated in December 1990 by Caples' widow, Mrs. Dorothy Dickes Caples, of New York City.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Series 1: Personal Papers, boxes 1-11, box 13, box 15 and box 17 are restricted. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Reproduction fees for commercial use. Copyright restrictions. Contact staff for information.
Topic:
Advertising copy  Search this
advertising  Search this
Advertising, Direct-mail  Search this
Advertising executives  Search this
Copy writers  Search this
Direct marketing  Search this
Genre/Form:
Business letters
Awards
Essays
Diaries -- 20th century
Tear sheets
Typescripts
Citation:
John Caples Papers, 1900-1987, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0393
See more items in:
John Caples Papers
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8c02139ef-224e-4e01-903e-6c06b8094d14
EDAN-URL:
ead_collection:sova-nmah-ac-0393
Online Media:

War posters (series)

Collector:
Warshaw, Isadore, 1900-1969  Search this
Artist:
Rockwell, Norman, 1894-1978  Search this
Flagg, James Montgomery, 1877-1960  Search this
Christy, Howard Chandler, 1873-1952  Search this
Series Creator:
Warshaw, Isadore, 1900-1969  Search this
Extent:
350 Items (Approximately 350 items)
Type:
Archival materials
Posters
Date:
circa 1914-1960
bulk 1942-1945
Scope and Contents:
Consists of approximately 350 items, primarily posters relating to the First and Second World War. Also includes window displays, transit advertisements and flags. Although some British and Canadian posters from World War I are present, the bulk of the material dates from 1942-1945 and is comprised of American World War II posters publicizing war efforts such as conservation and food production, fundraising, recruiting and enlistment, morale and propaganda, and relief and volunteer organizations. Artists such as Howard Chandler Christy, James Montgomery Flagg, and Norman Rockwell are represented.
Arrangement:
Arranged by time period, country of origin and theme or issuing organization.
Restrictions:
The collection is open for research use. Researchers must handle unprotected photographs with gloves and use assistance when dealing with oversize materials.
Series Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
World War, 1914-1918  Search this
World War, 1914-1918 -- Propaganda  Search this
World War, 1939-1945  Search this
World War, 1939-1945 -- Propaganda  Search this
Genre/Form:
Posters
Series Citation:
Warshaw Collection of Business Americana Subject Categories: War, Archives Center, National Museum of American History, Smithsonian Institution
See more items in:
Warshaw Collection of Business Americana Subject Categories: War
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep83bcaf171-d4c9-4d2d-a77b-b24eef1f5d8b
EDAN-URL:
ead_component:sova-nmah-ac-0060-s01-01-war-ref532

Some of Our Best Men Are Women. Join the People Who've Joined the Army [color advertisement]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 11" x 16.8".)
Container:
Box 4 (Series 4), Folder 6
Type:
Archival materials
Photographs
Advertisements
Date:
[ca. 1980-1990.]
Scope and Contents:
Color advertisement with six photographic reproductions of women in the Army; photographer unidentified.
Local Numbers:
AC0059-0000040.tif (AC Scan)
Restrictions:
Unrestricted research use on site by appointment. Photographs must be handled with cotton gloves unless protected by sleeves.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Women in advertising  Search this
Women soldiers  Search this
Recruiting and enlistment  Search this
advertising -- 1980-1990  Search this
Genre/Form:
Photographs -- 1980-1990 -- Color -- Reproductions
Advertisements -- 1980-1990
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep89892b11e-76e1-45f0-bea0-5efda7eada2f
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8411

We've got over 300 good, steady jobs. [color advertisement: tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 16.2" x 23.2".)
Container:
Box 3 (Series 4), Folder 4
Type:
Archival materials
Tear sheets
Advertisements
Photographs
Date:
1971
Scope and Contents:
Color advertisement with reproduction of photograph of men and women in various Army uniforms; photographer unidentified.
Local Numbers:
AC0059-0000043m.tif (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
advertising -- 1970-1980  Search this
Military uniforms -- 1970-1980  Search this
Recruiting and enlistment  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Photographs -- 1970-1980 -- Color -- Reproductions
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep813b4ccc7-2461-44b7-a12c-d898efe56908
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8412

I need you again [black & white advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Names:
United States. Air Force  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 15.9" x 11.4".)
Container:
Box 2 (Series 4), Folder 3
Type:
Archival materials
Tear sheets
Advertisements
Date:
1948
Scope and Contents:
Uncle Sam with soldier, jet plane, and pilot in the background.
Local Numbers:
AC0059-0000023 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Uncle Sam (Symbolic character)  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1940-1950
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8497dced7-3b9b-4877-9cac-5f27291237a7
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8437

Today's Army wants to join you, [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 11.4" x 17.2".)
Container:
Box 3 (Series 4), Folder 2
Type:
Archival materials
Tear sheets
Advertisements
Date:
1970
Scope and Contents:
Nine yearbook type photographs of young men.
Local Numbers:
AC0059-0000024 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep894f8f503-0b8a-4371-b1db-e87c99488bab
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8438

If you think you'll miss the guys, bring them along. [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 16.4" x 22.1".)
Container:
Box 3 (Series 4), Folder 3
Type:
Archival materials
Tear sheets
Advertisements
Date:
1971
Scope and Contents:
Four young men playing touch football on a beach. Army recruiting information.
Local Numbers:
AC0059-0000025m (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep812e3a5f1-9368-4def-8303-ee22c2cf8ed2
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8439

Take the Army's 16-month tour of Europe. [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 10.3" x 12.6".)
Container:
Box 3 (Series 4), Folder 3
Type:
Archival materials
Tear sheets
Advertisements
Date:
1971
Scope and Contents:
A young man and woman sitting in a European sidewalk cafe. Army recruiting information.
Local Numbers:
AC0059-0000026 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Restaurants  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8a5f6797b-1662-4f31-bd88-c03a7f7e0c0e
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8440

We care more about how you think, than how you cut your hair. [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 17.1" x 22.2".)
Container:
Box 3 (Series 4), Folder 3
Type:
Archival materials
Tear sheets
Advertisements
Date:
1971
Scope and Contents:
A young man getting a haircut. Army recruiting information.
Local Numbers:
AC0059-0000027m (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Hairstyles  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep82b7a050a-ebc0-4cb0-9938-e82b19e49f32
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8441

When was the last time you got promoted? [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 17.1" x 12.0".)
Container:
Box 3 (Series 4), Folder 5
Type:
Archival materials
Tear sheets
Advertisements
Date:
1971
Scope and Contents:
A young woman standing in an office. Army recruiting information.
Local Numbers:
AC0059-0000028 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Clerks  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep86fbe7351-e094-4ba0-ab36-1f7011389aed
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8442

When was the last time you got promoted? [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 14.3" x 10.9".)
Container:
Box 3 (Series 4), Folder 5
Type:
Archival materials
Tear sheets
Advertisements
Date:
1971
Scope and Contents:
A young woman standing in an office. Army recruiting information.
Local Numbers:
AC0059-0000029 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Clerks  Search this
African Americans  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep84e61f3e9-e75f-449d-9bf6-fafd7ffb25eb
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8443

This is the Army, [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 16.0" x 11.3".)
Container:
Box 4 (Series 4), Folder 5
Type:
Archival materials
Tear sheets
Advertisements
Date:
1979
Scope and Contents:
Includes photographic reproductions of a woman leading physical training, woman mechanic, woman camera person, (all in military uniform) and woman holding a horse by bridle.
Local Numbers:
AC0059-0000041 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Women soldiers  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep805e9408c-cf56-468d-bf1a-898e73018f0e
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8454

[Army helicopters and "Be all that you can be" song lyrics], [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Names:
Holmes, Jake  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 23.8" x 16.7".)
Container:
Box 82 (Series 4), Folder 9
Type:
Archival materials
Tear sheets
Advertisements
Date:
Circa 1980
Scope and Contents:
Three Army helicopters flying in line. "Be all that you can Be" music and lyrics by Jake Holmes.
Local Numbers:
AC0059-0000042m (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Helicopters  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8ee6ad76f-6d20-4473-aeeb-abba2016b4e7
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8455

Country Music, [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 11.4" x 8.4".)
Container:
Box 4 (Series 4), Folder 6
Type:
Archival materials
Tear sheets
Advertisements
Date:
Circa 1980
Scope and Contents:
Army band playing and marching toward the camera taking the photograph. Photographer unknown.
Local Numbers:
AC0059-0000044 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Bands (Music)  Search this
advertising  Search this
African Americans  Search this
Genre/Form:
Tear sheets
Advertisements -- 1980-1990
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8de902bf1-5f2c-44eb-b7cc-3d94536f3379
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8456

This is the Army, [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 15.3" x 10.5".)
Container:
Box 4 (Series 4), Folder 5
Type:
Archival materials
Tear sheets
Advertisements
Date:
1979
Scope and Contents:
Includes photographic reproductions of a men in camouflage, man repelling from helicopter, men in a tank, (all in military uniform) and four men next to kayaks.
Local Numbers:
AC0059-0000045 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep822dad8cc-eb5d-40b1-b8ea-187743e0d95f
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8457

When was the last time you got promoted? [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 17.1" x 20.8".)
Container:
Box 3 (Series 4), Folder 5
Type:
Archival materials
Tear sheets
Advertisements
Date:
1972
Scope and Contents:
Four men taking a break on a loading dock. Army recruiting information.
Local Numbers:
AC0059-0000046m (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Blue collar workers  Search this
African Americans  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep82e0560e0-c51e-49c8-8d8c-e30560fb4c99
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8458

You get 12 matches, a knife, some twine, and 3 days to enjoy yourself. [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 12.0" x 14.7".)
Container:
Box 3 (Series 4), Folder 5
Type:
Archival materials
Tear sheets
Advertisements
Date:
1973
Scope and Contents:
Mountainous arid landscape. Army recruiting information.
Local Numbers:
AC0059-0000047 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8f8ed9278-543a-464f-940d-a85a4e5add4c
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8459

One kind of higher education can lead to another. [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 12.2" x 17.2".)
Container:
Box 6 (Series 4), Folder 1
Type:
Archival materials
Tear sheets
Advertisements
Date:
1984
Scope and Contents:
Four men rappelling from a helicopter. Army recruiting and college fund information.
Local Numbers:
AC0059-0000068 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Helicopters  Search this
Soldiers  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8330be096-3f8c-465e-8aac-cf4091b8f58b
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8480

Great myths about the Women's Army Corps. [black & white advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 15.4" x 12.2".)
Container:
Box 3 (Series 4), Folder 2
Type:
Archival materials
Tear sheets
Advertisements
Date:
1970
Scope and Contents:
Four points with cartoon illustrations.
Local Numbers:
AC0059-0000069 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
Women soldiers  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1970-1980
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep8b93ed654-922d-46ac-94dc-086f0f1b67e0
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8481

pride (prid), n. [definition]. [color advertisement; tear sheet]

Advertiser:
United States. Army  Search this
Collection Creator:
Ayer (N W) Incorporated.  Search this
Extent:
1 Item (Ink on paper., 11.1" x 8.5".)
Container:
Box 4 (Series 4), Folder 6
Type:
Archival materials
Tear sheets
Advertisements
Date:
circa 1985
Scope and Contents:
Profile of snow covered soldier at left shoulder arms.
Local Numbers:
AC0059-0000070 (AC Scan)
Collection Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Collection Rights:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Recruiting and enlistment  Search this
advertising  Search this
Genre/Form:
Tear sheets
Advertisements -- 1980-1990
Collection Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, Archives Center, National Museum of American History
See more items in:
N W Ayer Advertising Agency Records
N W Ayer Advertising Agency Records / Series 4: 2001 Addendum / United States Army, recruiting
Archival Repository:
Archives Center, National Museum of American History
GUID:
https://n2t.net/ark:/65665/ep802ec6065-2925-4d29-9edc-70b61abf9e60
EDAN-URL:
ead_component:sova-nmah-ac-0059-ref8482

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