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López Negrete Communications Advertising Collection

Creator:
Lopez Negrete Communications (Houston, Texas)  Search this
Names:
Bank of America  Search this
Circle K Corporation  Search this
Fiesta Mart  Search this
Goya Foods, Inc.  Search this
Houston Metropolitan Transit Authority  Search this
Microsoft Corporation  Search this
Nationsbank  Search this
Tyson (Firm)  Search this
Wal-Mart (Firm)  Search this
Extent:
14 Cubic feet
Type:
Collection descriptions
Archival materials
Posters
Born digital
Oral history
Print advertising
Place:
Texas -- 20th century
Date:
1988 - 2015
Summary:
The López Negrete Communications Advertising Collection showcases the successful print advertising campaigns the communications agency undertook with major clients like Goya Foods, NationsBank, and Walmart. The advertising posters in this collection exemplify the agency's creativity in building on U.S. Latinos' everyday experiences to market American products and services. Alex and Cathy López Negrete, the founders of López Negrete Communications, made it their mission to use ethnographic approaches to better understand the U.S. Latino market which led to their success as the largest independently-owned Latino advertising agency in the country.
Scope and Contents:
The collection is made up of López Negrete Communications' large posters created as part of the print advertising campaigns for major American corporations and oral history interviews with Javier Gonzalez Herba, Alex López Negrete, and Cathy López Negrete. Transcripts for oral history interviews with Javier Gonzalez Herba and Alex López Negrete are available.

López Negrete Communications' clients include Fiesta Mart, Goya Foods, NationsBank (and its successor, Bank of America), Tyson Foods, and Walmart. The content of the posters serves as an example of the advertising agency's efforts to better understand the U.S. Latino market by engaging with Latinos' everyday experiences through ethnography and direct communication.
Arrangement:
The collection is divided into ten series.

Series 1: Background Materials, 2016

Series 2: Bank of America, 2000-2007

Series 3: Circle K, Totally Bueno, 2003

Series 4: Fiesta Mart, Inc., 2002-2003

Series 5: Goya Foods, Inc., 2003

Series 6: Houston Metropolitan Transit Authority (METRO), El camino a su destino/The Road to Your Destiny, 1988

Series 7: Microsoft, Nosotros vemos/We See, 2002

Series 8: NationsBank, 1994-1998

Series 9: Tyson Foods, 2001-2006

Series 10: Walmart, Inc. 1998-2015
Biographical / Historical:
Originally named Third Coast Marketing, López Negrete Communications was founded in 1985 by Alex and Cathy López Negrete. The advertising agency has been based in Houston, Texas since the beginning but has additional offices in Los Angeles and New York. López Negrete Communications is currently the largest independently-owned Latino advertising agency in the United States. It is known for drawing on the everyday lives and experiences of US Latino consumers in order to work with major corporate clients to market their products through effective communication and empowerment.
Separated Materials:
The Division of Work and Industry holds the following artifacts related to this collection:

Coin, Accession #: 2015.0305.01

Paperweight, Accession #: 2015.0305.02
Provenance:
Collection donated by López Negrete Communications, 2016.
Restrictions:
Collection is open for research.
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:
advertising -- Department stores  Search this
Hispanic American business enterprises  Search this
Latinos in American society and culture  Search this
advertising -- Banks  Search this
mexican Americans and mass media  Search this
Advertising agencies -- 20th century  Search this
advertising -- Computers  Search this
Advertising campaigns  Search this
Advertising history  Search this
Minorities in advertising  Search this
Mexican American business enterprises  Search this
advertising -- Food  Search this
advertising -- Transportation  Search this
Advertising agencies -- 21st century  Search this
Minorities in advertising -- 1950-2000  Search this
Hispanic Americans and mass media  Search this
Hispanic American consumers  Search this
Hispanic American mass media  Search this
Hispanic American businesswomen  Search this
Hispanic American capitalists and financiers  Search this
advertising -- Groceries  Search this
Hispanic Americans -- 1950-2000  Search this
Hispanic American businesspeople  Search this
Genre/Form:
Posters -- 1980-2010
Born digital
Oral history -- 2010-2020
Posters -- 20th century
Print advertising
Citation:
López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1413
See more items in:
López Negrete Communications Advertising Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1413

Cohiba

Collection Collector:
Jackler, Robert K.  Search this
Container:
Box 30, Folder 29
Type:
Archival materials
Date:
1980 - 2010
Collection Restrictions:
The collection is open for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Marilyn E. Jackler Memorial Collection of Tobacco Advertisements circa 1890-2013, Archives Center, National Museum of American History.
See more items in:
Marilyn E. Jackler Memorial Collection of Tobacco Advertisements
Marilyn E. Jackler Memorial Collection of Tobacco Advertisements / Series 2: Cigar Advertisements / 2.1: Magazine Advertisements
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_component:sova-nmah-ac-1224-ref1069

David Hadley Rockwell New York Disco Ephemera Collection,

Collector:
Rockwell, David Hadley  Search this
Extent:
3.2 Cubic feet (11 boxes, 1 oversize folder)
Type:
Collection descriptions
Archival materials
Ephemera
Posters
Invitations
Advertisements
Place:
New York (N.Y.) -- 20th century
New York (N.Y.) -- 21st century
New Jersey
Florida
Date:
1980-2004, undated
Summary:
An extensive collection of advertisements, club cards, ephemera, and invitations publicizing venues and events at entertainment clubs and venues in New York City, New York, New Jersey, and Florida. The materials make use of a variety of graphic arts styles.
Scope and Contents:
The collection is rich in examples of the graphic arts and event advertising in the era before the prevalence of the internet. Marketing tactics, use of urban space, and entertainment offerings may be gleaned from this material. The venues represented catered to homosexual and heterosexual patrons, some being exclusively gay or straight, but many catered to both communities of all ethnic groups. Venues may be represented by one item or many.

The collection is organized into three series.

Series 1: Venue Advertisements and Invitations, 1983-2004, undated. This series contains advertisements, invitations, and posters for nightclubs, dance clubs, restaurants, and musical and comedy events located in Manhattan and the boroughs of New York City. There is minimal material relating to clubs located in New Jersey and Florida. The nightclubs include large and small venues, mainstream as well as "fringe" clubs, clubs catering predominately to African-American, Latino, gay and lesbian communities, and venues featuring other types of music and entertainment (both adult and mainstream) in addition to disco styles, like jazz, hip-hop, and popular music.

Series 2: Correspondence and Personal, 1988-2000, undated. This series contains a small amount of correspondence and personal material for David H. Rockwell, his family, and unidentified others. Within this series are letters, cards, postcards, and business related materials.

Series 3: Other Advertisments and Ephemera, 1983-2002, undated. This series contains material related to special themed events, art openings, restaurant events, and a variety of specialized "happenings" as well as private parties and birthdays. There are also advertisements for dance studios, records, stores, and theaters.
Arrangement:
The collection is organized in three series.

Series 1: Venue Advertisements and Invitations, 1983-2004, undated

Series 2: Correspondence and Personal, 1988-2000, undated

Series 3: Other Advertisements and Ephemera, 1983-2002, undated
Biographical / Historical:
These invitations were collected by the donor, David H. Rockwell. He also was responsible for printing many of them. Rockwell was resident in Manhattan during the time many of these invitations were created. He describes the invitations and his collecting, "Disco invitations are generally printed on heavy paper and can vary in size from 2x3 inches to 8x12 inches to full size posters. They are extremely colorful, and have very artistic graphics. They were often themed (Model's Ball, New Year's Eve, Drag Nights), or invited you to a celebrity's birthday bash. They were very prominent in New York City during the '80s and '90s, and were sent to exclusive mailing lists to announce the day, date, time, place and prices for all the differnt parties and dances held every night at New York's discos: Studio 54, Xenon, Magique, Danceteria, Limelight, The Palladium, Webster Hall, Underground and The Tunnel-over a hunderd clubs in all. The art on the invites was either created by some of Manhattan's most talented graphic artists, or those employed by the clubs. My role was to print 5000 or 10,000 lots of these invites, often five or six lots a day. I thought they were so cool I kept samples of many, were mailed many more (yes, I went to the parties and survived), and collected many others from 'invitation shelves' at Manhattan records shops, video rental stores, etc.".

The New York City club scene reached a zenith over the three decades following the 1970s emergence of disco music. The blossoming of what has been termed "club culture" followed the upheavals and advancements of the 1960s, the Civil Rights Movement, the Stonewall Riots, Vietnam War and other cultural touchstones. During the 1980s and 1990s clubs regularly opened and closed as public patronage waxed and waned. On occasions clubs would close and reopen under a new name and/or location. Some clubs were notorious gathering places for the drug culture of the late twentieth century. The emergence of HIV/AIDS and a general decline in dance and music venues as an agent for dating and socializing, in part due to the internet, spelled the demise of many of the venues represented here. Many well-known New York clubs are represented in this collection.

Clubs catering to a variety of musical tastes, ethnic and social groups, as well as restaurants and adult oriented clubs used club cards, postcards, mailings, hand-outs and what are generically known as flyers to advertise their particular offerings. The graphic arts used in these various advertisements not only imparted the necessary information about the event or place but reflected the personality of the club. They also provided a venue for a variety of graphic designers to utilize their talents in formats both large and small. This phenomenon was recently explored in the 2015 exhibition, "The Last Party," curated by the author Anthony Haden-Guest at WhiteBox in New York City.
Related Materials:
Materials in the Archives Center

Warshaw Collection of Business Americana (AC0060)

Archives Center Collection of Business Americana (AC40404)

The Shamrock Bar: Photographs and Interviews (AC0857)

John-Manuel Andriote Victory Deferred Collection (AC1128)

Lesbian, Gay, Bisexual, and Transgender Collection (AC1146)

John-Manuel Andriote Hot Stuff: A Brief History of Disco Collection (AC1184)

DC Cowboys Dance Company Records (AC1312)

Corbett Reynolds Papers (AC1390)
Provenance:
Collection donated by David Hadley Rockwell in 2015.
Restrictions:
Collection is open for research.
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:
Nightclubs  Search this
Disco music  Search this
Music -- 20th century -- United States  Search this
Dance music  Search this
Genre/Form:
Ephemera -- 21st century
Posters -- 1980-2010
Invitations -- 1980-2010
Advertisements -- 1980-2010
Ephemera -- 20th century
Citation:
David Hadley Rockwell New York Disco Ephemera Collection, 1983-2004, undated, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1342
See more items in:
David Hadley Rockwell New York Disco Ephemera Collection,
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1342

The Oxford encyclopedia of American business, labor, and economic history / Melvyn Dubofsky, editor in chief

Title:
Encyclopedia of American business, labor, and economic history
Author:
Dubofsky, Melvyn 1934-  Search this
Physical description:
2 volumes ; 27 cm
Type:
Encyclopedias
History
Place:
United States
Date:
2013
©2013
Topic:
Industries--History  Search this
Business--History  Search this
Labor--History  Search this
Industrial relations--History  Search this
Commerce  Search this
History  Search this
Economic policy  Search this
Economic conditions  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1083799

American Indians and popular culture / Elizabeth DeLaney Hoffman, editor

Author:
Hoffman, Elizabeth DeLaney 1965-  Search this
Physical description:
2 v. : ill. ; 24 cm
Type:
Books
Place:
United States
Date:
2012
C2012
Topic:
Indians in popular culture  Search this
Public opinion  Search this
Ethnic attitudes  Search this
Stereotypes (Social psychology)  Search this
Social life and customs  Search this
Ethnic relations  Search this
Civilization  Search this
Indian influences  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1009660

A history of the paper pattern industry : the home dressmaking fashion revolution / Joy Spanabel Emery

Author:
Emery, Joy Spanabel  Search this
Emery, Joy Spanabel  Search this
Physical description:
x ii, 253 pages : illustrations (some color) ; 26 cm
Type:
Patterns
Date:
2014
Topic:
Dressmaking--History  Search this
Dressmaking--Marketing--History  Search this
Dressmaking--Technological innovations--History  Search this
Dressmaking--Social aspects--History  Search this
Fashion design--History  Search this
Social change--History  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1038664

American enterprise : a history of business in America / contributers edited by Andy Serwer ; introduction by David K. Allison ; contributions by Peter Liebhold ; contributions by Nancy Davis ; contributions by Kathleen G. Franz

Author:
Allison, David K  Search this
Davis, Nancy  Search this
Franz, Kathleen  Search this
Liebhold, Peter  Search this
Serwer, Andy  Search this
National Museum of American History (U.S.)  Search this
Physical description:
224 pages : illustrations ; 26 cm
Type:
Books
History
Place:
United States
Date:
2015
Topic:
National characteristics, American  Search this
Democracy--History  Search this
Capitalism--History  Search this
Commerce  Search this
History  Search this
Economic conditions  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1042813

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