Finding Aid to the Howard Luck Gossage Papers
Jaime Henderson and Lara Michels
The Bancroft Library
2024
The Bancroft Library
University of California
Berkeley, CA 94720-6000
bancref@library.berkeley.edu
Contributing Institution:
The Bancroft Library
Title: Howard Luck Gossage papers
Creator:
Gossage, Howard Luck, 1917-1969
Identifier/Call Number: BANC MSS 2024/107
Physical Description:
15.68 linear feet
(5 cartons, 8 flat-boxes)
Date (inclusive): approximately 1960-1973
Physical Location: Many of the Bancroft Library collections are stored offsite and advance notice may be required for use. For current information
on the location of these materials, please consult the Library's online catalog.
Language of Material:
English
.
Conditions Governing Access
Collection open for research.
Immediate Source of Acquisition
Gifted to The Bancroft Library by Jeff Yarne in 2023.
Biography
Howard Luck Gossage (1917-1969) was a San Francisco advertising innnovator, and industry critic, whose agencies, Weiner and
Gossage and Freeman, Mander and Gossage, also served as a salon for 1960s era intellectuals and writers such as Marshall McLuhan,
Tom Wolfe and John Steinbeck. Along with creating advertising campaigns for products such as Irish whiskey, clothing, and
crude oil, he was also involved with early environmental campaigning in the United States with the Sierra Club and Friends
of the Earth.
Preferred Citation
Howard Luck Gossage papers, BANC MSS 2024/207, The Bancroft Library, University of California, Berkeley..
Processing Information
Processed at baseline level 2 (collection level record with flat container listing) by accessioning archivist, Jaime Henderson.
Finding aid encoded and enhanced with notes by processing archivist Lara Michels.
Scope and Contents
The papers of Howard Luck Gossage contain his writings, speeches and correspondence, including letters exchanged with John
Steinbeck, Tom Wolfe, and Marshall McLuhan. Includes interviews and publicity, along with ad copies produced as part of campaigns
handled by Gossage's San Francisco advertising firm Freeman, Mander, and Gossage. Also includes a personalia and photographs,
and a small amount of correspondence from Alice Lowe, president of the advertising firm after Gossage's death in 1969.
Conditions Governing Use
Some materials in these collections may be protected by the U.S. Copyright Law (Title 17, U.S.C.). In addition, the reproduction
of some materials may be restricted by terms of University of California gift or purchase agreements, donor restrictions,
privacy and publicity rights, licensing and trademarks. Transmission or reproduction of materials protected by copyright beyond
that allowed by fair use requires the written permission of the copyright owners. Works not in the public domain cannot be
commercially exploited without permission of the copyright owner. Responsibility for any use rests exclusively with the user.
For additional information about the University of California, Berkeley Library's permissions policy please see: http://www.lib.berkeley.edu/about/permissions-policies
Subjects and Indexing Terms
Gossage, Howard Luck, 1917-1969 -- Archives.
Advertising -- United States
Advertising copy -- United States
carton 1
Material related to Gossage's illness, death, and funeral
approximately 1969
Scope and Contents
3 folders
carton 1
Page Mitchell on Gossage
approximately 1973
Scope and Contents
Page Mitchell also appears as Page Steele.
carton 1
Gossage genealogy research
carton 1
Poetry and "A Catalogue of Doggerel"
carton 1
Alice Lowe's correspondence with publishers
carton 1
Correspondence with Alfred Hart Jr.
carton 1
Correspondence with Nicholas Samstag
Scope and Contents
Includes Samstag's book "Bamboozled"
carton 1
Correspondence with John Steinbeck
carton 1
Correspondence with Tom Wolfe
carton 1
Correspondence with Stan Freberg
carton 1
Correspondence with Pamela Wood
1961-1963
carton 1
Correspondence with Marshall McLuhan
carton 1
Publicity on Marshall McLuhan
approximately 1965
Scope and Contents
3 folders
carton 1
Marshall McLuhan seminar
1965
carton 2
Correspondence with Leopold Kohs
approximately 1967
Scope and Contents
Includes "The Overdeveloped Nations" by Leopold Kohr
carton 2
Gift from Decca Mitford, birthday card to Gossage
carton 2
Against Billboards
approximately 1960
carton 2
Anguilla
approximately 1969
carton 2
Fina/John F. Kennedy/Jack Shea article and resignation
approximately 1964
carton 2
What Good is Freedom of the Press?
approximately 1965
Scope and Contents
2 folders. Gossage's advertisement on the demise of the Western Edition of the Times and the advertising's industries impact
on journalism. Includes letters to Gossage in response to his advertisement.
carton 2
Book, "The Great International Paper Airplane Book" by Mander, Dippel and Gossage
1967
carton 2
Press clippings, Great Paper Airplanes Competition
1966
carton 2
Scientific American campaign
1967
Scope and Contents
2 folders. Includes Gossage's presentation to Scientific American to sell the paper airplane competition.
carton 3
Irish Whiskey Distiller's Association
approximately 1961
carton 3
Picasso sweatshirts and merchandise
approximately 1962
Scope and Contents
3 folders
carton 3
Gossage ideas: Academic Freedom
1964
carton 3
Gossage: ideas and references
1961
carton 3
Manuscript, Lobe
Scope and Contents
Edited and annotated by Gossage.
carton 3
Personal and professional miscellany
carton 3
Kitman, Marvin
approximately 1965
carton 3
Salada report, "Aunt Jemima's Kitchen"
1964 October
carton 3
Article, "Little Known Jet Age Hazards"
1961 August 27
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "How to Play Advertising Game by the Numbers"
1961 August 16
Scope and Contents
Published in New York Herald Tribune.
carton 3
Article, "Chronometrable -- Who Me?"
1961 July 23
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "Just What Are Deadly Arts"
1961 June 18
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "Dog is Man's Best Slave"
1961 May 21
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "A Bank's Your Pal for a Price"
1961 April 16
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "Son of Billboard"
Scope and Contents
Published in Harpers.
carton 3
Article, "Yes, No and Maybe"
1961 October 22
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "How to Watch TV Commercials by the Numbers"
1961 September 24
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "Cocktail Party Glossary"
1961 November 26
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "The Neo-Helenic Compact Home"
1962 January 7
Scope and Contents
Published in San Francisco Examiner.
carton 3
Article, "The Golden Twig"
1961 March
Scope and Contents
Published in Harpers.
carton 3
Article, "Is Advertising Worth Saving?"
1962 March
Scope and Contents
Published in News Front.
carton 3
Correspondence with Mussey, Barrows
1964-1969
Scope and Contents
5 folders
carton 3
Gossage: Analytical material
1961
carton 3
Gossage: Involvement
1961
carton 3
Gossage: Letters about advertising
carton 3
Miscellaneous writings
Scope and Contents
3 folders
carton 3
Boring, The All-American Game
1959
carton 4
Articles by and about Gossage
Scope and Contents
7 folders
carton 4
Transcript, radio interview with Gossage
1963
carton 4
Press clippings
approximately 1962
Scope and Contents
2 folders
carton 5
Speeches
1955-1968
Scope and Contents
13 folders
carton 5
Correspondence between Alice Lowe and A.L. Hart
carton 5
Photographs
Scope and Contents
2 folders
oversize_box 1
Ad copies
approximately 1960-1969
Scope and Contents
Contains five folders. Folder 1-3 contains ad copies, folder 4 contains two decorative boxes for Joseph Magnin (stored flat),
folder 5 contains photographs.
oversize_box 2
Spiral bound portfolio of ad copies
approximately 1960-1969
Scope and Contents
2 portfolios
oversize_box 3
Spiral bound portfolio of ad copies
approximately 1960-1969
Scope and Contents
2 portfolios
oversize_box 4
Spiral bound portfolio of ad copies
approximately 1960-1969
Scope and Contents
3 portfolios
oversize_box 5
Portfolio
approximately 1960-1969
Scope and Contents
Ad campaigns for KCBS and Bank of America.
oversize_box 6
Portfolios
approximately 1960-1969
Scope and Contents
One portfolio contains publicity for Irish whiskey, the other contains publicity for Rover, Eagle Shirtmakers, Dean Smith
Limited, and Petrofina.
oversize_box 7
Scrapbooks
approximately 1960-1969
Scope and Contents
One portfolio contains clippings and photographs, the other scrapbook contains publicity clippings.
phonodisc 806
LP, Dusk, Dusk, Like Fine Wine, Weiner and Gossage
