The Fitful Career of Advocacy Advertising: Political Protection, Client Cultivation, and Corporate Morale
追溯了倡导广告（及企业形象广告）自20世纪初以来的历史，揭示早期企业巨头如何应对与现代公关相似的挑战，为理解这一广告模式的演变提供历史视角。
Advocacy advertising—as well as corporate image advertising in general—has recently been on the upswing. Some trace its origins as far back as the oil crises of the 1970s, but a historical amnesia has largely obscured the extensive earlier history of this so-called modern phenomenon. In fact advocacy advertising emerged early in the twentieth century. In some of the dramatic early campaigns, practitioners of this strategy—often among the giants of the corporate world—confronted many of the same challenges that modern public relations and corporate positioning strategists face. This article provides a historical survey of these advocacy campaigns which reveals both the variety of experiments within this advertising mode and the ways in which earlier practitioners tried to deal with the problems that still beset the genre.