Guide to the Fred/Alan MTV Network Advertising Collection
Digitized Content

Summary
Collection ID:
NMAH.AC.0453
Creators:
Ha! Comedy Network.
Goodman, Alan
VH-1.
Nickelodeon.
Seibert, Fred
MTV Network.
Fred/Alan, Inc.
Dates:
1981-1992
Languages:
English
Collection is in English.
Physical Description:
4 Cubic feet
15 boxes
Repository:
Collection contains advertsing and promotional materials primarily created by the Fred/Alan Advertising Agency, 1981-1992, for the MTV Network. Also advertising and promotional materials for Nickelodeon, Nick at Nite, VH-1 and Ha! Comedy Networks.

Scope and Contents
Scope and Contents
The collection consists of advertising and promotional materials created by the Fred/Alan advertising agency between 1981 and 1992 for the MTV network, which includes Music Television, Nickelodeon, Nick at Nite, VH-1, and Ha! Comedy Network. Also included are advertising and promotional material for the Disney Channel, the Movie Channel, Showtime, Home Box Office and other Fred/Alan clients including Miller Beer, General Foods and Myers Rum. The materials demonstrate the intersection between American popular culture and advertising in several ways. First, because many of the advertisements were designed for trade publications of the cable television and advertising industries, they reveal some of the thinking behind the cable television industry's attempts to establish and stabilize its market during the 1980s, a decade which witnessed the emergence and spectacular rise of cable programming. Secondly, because MTV Networks began as a commercial proposition to attract a difficult-to-reach teenage audience and later, to capture the baby boom generation, the collection also provides evidence of the 1980s trend toward market segmentation. Finally, both in content and style, MTV Networks pioneered a new aesthetic which has had repercussions throughout American popular culture, and particularly in television programming and advertising.

Arrangement
Arrangement
the collection is arranged into three series.
Series 1: Print Advertising and Promotional Material
Subseries 1.1: Music Television, 1981-1991
Subseries 1.2: Nickelodeon, 1988-1992
Subseries 1.3: Nick at Nite, 1987-1991
Subseries 1.4: Video Hits-1, 1987-1991
Subseries 1.5: Ha! Comedy Network, 1990-1991
Subseries 1.6: The Disney Channel, 1981
Subseries 1.7: The Movie Channel, 1982
Subseries 1.8: Fred/Alan and other clients, 1987-1989
Series 2: Videotaped Commercials
Series 3: Photographic Materials
Subseries 3.1: 2x2 color slides
Subseries 3.2: Still photos

Administration
Processing Information
Collection processed by NMAH Staff, 2003.
Author
NMAH Staff
Immediate Source of Acquisition
Collection donated by Fred Seibert, President of the Fred/Alan advertising agency in New York City, February 15, 1992.

Container
7
8

Using the Collection
Preferred Citation
Fred/Alan MTV Network Collection, 1981-1982, Archives Center, National Museum of American History
Conditions Governing Use
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Conditions Governing Access
Collection is open for research.

Keywords
Keywords table of terms and types.
Keyword Terms Keyword Types
Photographs -- 1980-2000 Type Search Smithsonian Collections Search ArchiveGrid
Music in advertising -- 1980-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Motion picture producers and directors Topic Search Smithsonian Collections Search ArchiveGrid
Marketing -- 1980-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Humor in advertising -- 1980-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Copywriters Topic Search Smithsonian Collections Search ArchiveGrid
advertising -- 1980-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Television advertising -- 1980-2000 Topic Search Smithsonian Collections Search ArchiveGrid
Tear sheets -- 1980-2000 Type Search Smithsonian Collections Search ArchiveGrid
Slides (photographs) -- 1980-2000 Type Search Smithsonian Collections Search ArchiveGrid
Sex in advertising -- 1980-2000 Topic Search Smithsonian Collections Search ArchiveGrid

Repository Contact
Archives Center, National Museum of American History
P.O. Box 37012
Suite 1100, MRC 601
Washington, D.C. 20013-7012
archivescenter@si.edu
http://americanhistory.si.edu/archives