By Susan Ohmer
George Gallup in Hollywood is an interesting examine the movie industry's use of opinion polling within the Thirties and '40s. George Gallup's polling ideas first accomplished reputation whilst he thoroughly envisioned that Franklin D. Roosevelt will be reelected president in 1936. Gallup had devised a really potent sampling approach that took families from all source of revenue brackets under consideration, and Hollywood studio executives speedy pounced at the worth of Gallup's learn. quickly he used to be gauging reactions to stars and scripts for RKO photos, David O. Selznick, and Walt Disney and taking the public's temperature on Orson Welles and Desi Arnaz, similar to Fred Astaire and Ginger Rogers, and movies like Gone with the Wind, Dumbo, and Fantasia.
Through interviews and large study, Susan Ohmer strains Gallup's groundbreaking highbrow and methodological advancements, analyzing his entire method of industry learn from his early schooling within the advertisements to his later paintings in Hollywood. the result of his opinion polls supply a desirable glimpse on the type and gender adjustments of the time in addition to well known sentiment towards social and political issues.
(Spring 2008)
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Extra info for George Gallup in Hollywood (Film and Culture Series)
Example text
32 Like his colleagues in the east, Seashore became interested in developing methods to measure aptitude. He was part of the task force that classified Army recruits during World War I, and afterwards he started a program at Iowa to administer placement exams to incoming freshmen. Seashore advocated using quantitative exams to determine who should go to college and to place students into the appropriate courses for their level of ability. His research and that of other faculty he recruited led to the development of the American College Testing program (the ACT tests) that made Iowa into a nationally known testing center.
Although he recognized the difficulty 30 • guesswork eliminated of measuring emotion and behavior, Gallup nonetheless remained strongly committed to finding empirical techniques to study them. Gallup’s experiences growing up in Iowa left him with a lifelong love of the Midwest and a special feel for the people who lived there. After he had become well known as a pollster, an interviewer for the New Yorker suggested that Gallup’s Iowa roots explained why he felt comfortable with the idea of sampling.
Its ambitious chief executive Raymond Rubicam wanted to propel the company to the front ranks of Madison Avenue and believed that systematic research would give the agency an edge. He hired Gallup to establish the first copy research department in the industry, to study the company’s ads and devise ways to improve them. Gallup and his colleagues delved into the most basic components of print and broadcasting ads in the belief that it was possible to find the precise elements that attracted readers’ and listeners’ attention.