ABSTRACT Speaking in 1926, President Calvin Coolidge warned advertisers not to abuse “a great power that has been entrusted to your keeping which charges you with the high responsibility of inspiring and ennobling the commercial world.” His message reflected the hopes and concerns of twentieth-century critics who defended advertisements for educating the public about transformative products and services but denounced the industry for exaggeration and deception. This article examines more than a dozen seminal books, published between 1906 and 1999, to identify dominant themes and variations in advertising criticism in the United States. The study also analyzes the archival papers of a leading trade association for advertising agencies as well as more than thirty other primary sources, including speeches, period advertisements, and articles from newspapers, magazines, and trade publications.

中文翻译：

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被捍卫和谴责的“大国”：对美国二十世纪广告和广告批评的考察

摘要在1926年，总统卡尔文·柯立芝（Calvin Coolidge）告诫广告商不要滥用“赋予您保管权的强大权力，这使您负有激发和繁荣商业世界的重大责任。” 他的信息反映了20世纪批评家的希望和关注，他们为广告宣传公众了解变革性产品和服务而辩护，却谴责该行业的夸张和欺骗。本文研究了1906年至1999年之间出版的十几本开创性书籍，以确定美国广告批评的主要主题和变化形式。该研究还分析了一家领先的广告代理商行业协会的档案文件，以及三十多种其他主要资源，包括演讲，定期广告，