Abstract
In 1958, the ILGWU and New York dress manufacturers signed an historic contract which mandated the manufacturers' insertion of the union's label and the union's sponsorship of a two million dollar campaign to promote labeled products. Between 1959 and 1975, the ILGWU used multiple media to promote its label, focusing on television advertising after that period. This study determined the rationale for ILGWU's promotional targeting of retailers and consumers between 1959 and 1975, as well as messages designed for these audiences and means used to reach them. Primary sources used included materials in ILGWU Archives, union documents, and contemporary periodicals. The union advertised in local newspapers, consumer magazines and Women's Wear Daily, and produced and distributed booklets, films and varied press aids about apparel. Two themes dominated the campaign: (a) the ILGWU's contributions to American society and (b) the excitement of American fashion.
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