Date of Award


Degree Name



College of Liberal Arts

Type of Degree


Document Type


First Advisor

David C. Duke

Second Advisor

Montserrat M. Miller

Third Advisor

Frank S. Riddel

Fourth Advisor

Leonard J. Deutsch


Advertising has existed in various forms for centuries. Although it has become almost a science today, marketing to consumers through the use of advertisements has ancient origins. Initially, advertising appeared in vocal form, with town criers and barkers, to a few printed signs, which were dated as far back as the Roman Empire’s advertisements for gladiator events. Historians believe that the first English language advertisement was a handbill created by William Claxton in 1478, for one of the books he printed. These handbills became increasingly sophisticated over time and essentially formed the basis of modem print advertising. Their value in selling goods became recognized soon after their appearance and advertising has since become one of the most influential tools in selling products. Advertising influences consumers to purchase goods and it also affects various aspects of culture, while reflecting society's values and concerns. Advertising can function to reflect certain circumstances within a nation while also serving to shape public opinion about those circumstances. During the post-World War II era in America, advertising reflected concerns about science while also shaping public opinion about its consequences and uses.


Advertising – Research.

Firearms – Marketing.

Firearms industry and trade – History.