Personal Papers
name: label: Collection Creator
content: Caples, John, 1900-1990 (advertising executive)
label: Collection Creator
content: Caples, Dorothy
setName: label: See more items in
content: John Caples Papers
unitdate: label: Date
content: 1900-1980s
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
identifier: label: Identifier
content: NMAH.AC.0393, Series 1
objectType: label: Type
content: Archival materials
scopecontent: label: Scope and Contents
content: This series is divided into four subseries. 

Subseries 1.1 contains Caples' diaries in original, unedited manuscript form. The diaries are arranged chronologically.  They constitute a notable resource for the study of the advertising industry from an insider's perspective during a period of tremendous expansion of advertising as a force in American business and culture.  They document Caple's participation in and reflections on the business of advertising, and detail his acquaintance with noted business and advertising professionals.  The diaries record his responses to the major events of his lifetime, such as presidential elections, the stock market crash of 1929, and American entry into World War II, the Kennedy assassinations, and the moon landing.  Caples recorded conversations and contacts with some of the key advertising and communications people of his time, including Rosser Reeves, David Ogilvy, George Gallup and Harry Reasoner.  Also found in the diaries are reflections of a more mundane or personal nature:  weather conditions, the best restaurants, whether to quit drinking or go on a diet, and Caples ambivalence about retiring from BBDO.  Caples wrote precisely one page each day from 1928 through 1981.  Missing from the series are the years 1935-1940, 1946-1950; 1952-1955; 1957-1962. 
 
Subseries 1.2 contains edited, rewritten portions of the diaries, presumably intended for publication as short-stories or reminiscences.  Of particular interest are humorous short stories relating to Caples'years at the Naval Academy in Annapolis, MD during the early 1920s.

Subseries 1.3 contains photographs of Caples and his family, circa 1900-1960.

Subseries 1.4 contains personal and family papers, including material documenting Caple's service as a recruitment and enlistment officer for the U.S. Navy during World War II, and a copy of a dissertation about Caples by Gordon White, entitled John Caples, Adman.