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CONTENTS

CHAPTER

1 THE ADVERTISER AND THE CONSUMER

The Impact of Advertising on the Consumer and the Home

The Impact of Advertising on Our Economy

2 ADVERTISING MEDIA

Outdoor Advertising

Direct Advertising

3 THE ADVERTISING AGENCY

Development of the Advertising Agency

The Role of the Advertising Agency

The Advertising Code

4 CONSTITUTIONAL SOURCES OF FEDERAL REGULATORY POWER

The Postal Power

The Taxing Power and General Welfare Clause

Interstate Commerce

Advertising and Interstate Commerce

5 ADVERTISING AND THE MAINTENANCE OF COMPETITION—THE FEDERAL TRADE COMMISSION

Legislative History

“Unfair Methods of Competition in Commerce”

Gradual Acceptance of FTC Jurisdiction Over Advertising

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