This Research Guide will help you navigate archives, library resources, and online resources to help you find examples of United States advertising. Use the side menu to navigate to relevant sources and search tips!
If you have any questions, please don't hesitate to contact a librarian via email at RefDesk@qu.edu or by calling the Reference Desk at 203-582-8633.
To find examples of US advertising, you will need to search for primary sources like magazines, newspapers, and trade publications published during the era you’re interested in. These sources will contain original advertisements from the specified time period.
Searching for these primary sources can be tricky, and you should be prepared for several obstacles!
A major challenge is that many digitized archives and collections lack robust metadata. Unlike modern web content, historical materials are not tagged with specific keywords. An advertisement for a washing machine in a 1950s magazine might not be tagged with "domesticity" or "gender roles." This means a keyword search might miss a lot of relevant content. You will often have to browse through entire issues of a magazine or newspaper to find what you’re looking for, rather than relying on a quick keyword search.
Many primary sources, especially those published after 1923, are still protected by copyright. This can restrict access to materials, as archives and institutions may only be able to provide limited views or low-resolution images. Full-text or high-quality digital copies may be unavailable online.
Due to the challenges of digital searching, it's crucial for you to understand the concept of serendipitous discovery, or the act of making a fortunate and unexpected discovery by accident.
In historical research, serendipity is a deliberate part of the process. It's not just luck, but it's being prepared to recognize a valuable discovery when you're not actively looking for it.
When you browse through the pages of a magazine, even if your initial search for a specific ad fails, you might stumble upon a different ad or article that works for your project.
Research is an exploratory journey, not a linear hunt for a single keyword. The most compelling research often comes from these "happy accidents."
