Finding Aid for Ad Council: Washington Office Subject File, 1942-1990 | University of Illinois Archives

Title: Ad Council: Washington Office Subject File, 1942-1990

ID: 13/2/305

Primary Creator: Advertising Council

Extent: 14.6 cubic feet

Arrangement: chronological & by subject thereunder

Subjects: Advertising, Advertising Council, Business Contributions, Communications, Conservation, Forest Fires, Peace Corps, Public Policy, Public Service Advertising, Veterans, War Advertising Council, World War II - Intelligence, Morale and Propaganda

Formats/Genres: Papers

Languages: English

Washington Office Subject File, including advertisements, committee reports, correspondence, campaign proposals, facts sheets, lists, newsletters, posters, reports and speeches about War Advertising Council (1942-45) and Advertising Council public services advertising campaigns for military recruitment, wartime conservation, forest fire prevention, mental health, Peace Corps, traffic safety, Red Cross, savings bonds and crime prevention. The file includes material on advertising industry support, federal policies relating to advertising traceable advertising support from the media, awards and dinners, and explanations and promotions of the Council's work.

The Advertising Council was formed in 1941 to use advertising to promote the public good. The advent of World War II accelerated the Council's growth, due to the increased need for public service messages to benefit the war effort. Beginning in 1942, the Council, then known as the "War Advertising Council," worked in conjunction with the Office of War Information.¹ It sought to create campaigns and disseminate information inducing people to take "actions necessary to the speedy winning of the war.""²

Volunteerism was the main impetus for creating these campaigns. The Council appointed a volunteer campaign manager and a staff manager to oversee operations. These coordinators selected a task force from a list of volunteer agencies to work in concert with OWI and the government bureaus needing assistance. The completed campaigns went to advertisers, via sponsorship committees, who donated space and airtime for public service messages. ³ Campaigns during the 1942-45 period focused on women in the workforce, conservation projects, war bond sales, the Red Cross, forest fire prevention, victory in Japan, and anticipated peacetime problems.⁴

Upon the conclusion of WWII, the Council shifted to new projects, believing that its work would be just as essential during the rebuilding process as it was during the war. Its name changed from the "War Advertising Council" to "The Advertising Council." The name change coincided with the Council's consideration of requests from private organizations not connected with the government.

In 1945, the Council created the Public Advisory Committee.⁵ Comprised of private citizens from sectors having an interest in public issues, the committee reviewed requests for Council assistance. Acceptable requests had to be in the public interest, potentially successful via using advertising methods, timely, non-commercial, non-partisan, non-sectarian, and not designed to influence legislation. ⁶ Requests required a three-fourths vote of the committee for approval.⁷ In 1947, the "Public Advisory Committee" became the "Public Policy Committee," though its function remained the same. During that year, the Council created the Industries Advisory Committee Composed of business leaders, the committee advised the Council about projects under consideration that involved business, suggested new projects, advised the board of directors of Council operations, assisted with Council fund-raising, and developed greater public understanding of democratic government and the American Free Enterprise system. ⁸

In 1948, the Council's messages first appeared on television. Since then, with growing support from the business community, the Council's messages have focused on helping to solve national problems. Recent campaigns have centered on drunk driving, drug abuse, racism, and child abuse.

1. The Second Year of the War Advertising Council, March 1, 1943 to March 1, 1944, page 2.

2. Ibid.

3. Ibid., page 4.

4. Ibid., pp. 5-7; Third Year...March 1, 1944 to March 1, 1945, pages 4-7.

5. The Fourth Year of the Advertising Council, March 1945 to March 1946, page 7.

6. Annual Report 1966-67, pages 3-4.

7. The Fourth Year, page 7.

8. The Sixth Year of the Advertising Council, March 1947 to March 1948, page 9.The Advertising Council was formed in 1941 to use advertising to promote the public good. The advent of World War II accelerated the Council's growth, due to the increased need for public service messages to benefit the war effort. Beginning in 1942, the Council, then known as the "War Advertising Council," worked in conjunction with the Office of War Information.

Advertising
Advertising Council
Business Contributions
Communications
Conservation
Forest Fires
Peace Corps
Public Policy
Public Service Advertising
Veterans
War Advertising Council
World War II - Intelligence, Morale and Propaganda

Repository: University of Illinois Archives

Accruals: 3/3/1986; 8/02

Other Note: 63 Pages

URL: https://files.archon.library.illinois.edu/uasfa/1302305.pdf

PDF finding aid for Ad Council: Washington Office Subject File (13/2/305)