STS Circle at Harvard [image.png] Daniel Kevles Yale, History on A, B, Seeds: Advertising, Branding, and IP in an Emergent Industry
Monday, September 16 12:15-2:00 pm Maxwell Dworkin, 33 Oxford Street, Room 119 [image.png] Lunch is provided if you RSVP. Please RSVP to sts<mailto:[email protected]>@hks.harvard.edu<mailto:[email protected]> by 5pm Wednesday, September 11. Abstract: Advertising and branding accompanied the American seed industry as it expanded from the era of the -Revolution through the late nineteenth century to meet demand from growers of grains, vegetables, and flowers. Among the most important seed houses was the firm of D. Landreth in Philadelphia, founded in 1784, which became a leader in the industry’s development and practices. Like other seed houses, Landreth’s at first issued catalogues that simply listed the varieties of seed on offer, but in the 1850s, the industry having grown far more competitive, it began issuing catalogues with illustrations that increasingly touted new varieties and sought to protect the Landreth brand against competitors providing fraudulent and impure batches of seed. The firm’s advertising and packaging evolved into a system for protecting its IP that in 1884 began enlisting trade-mark law for the purpose. Biography: Daniel J. Kevles teaches and writes about issues in science and society past and present. His works include The Baltimore Case, In the Name of Eugenics, The Physicists, and articles, essays, and reviews in scholarly and popular journals, including The New York Times, the New York Review of Books, and The New Yorker. He is also coeditor, with Leroy Hood, of The Code of Codes: Scientific and Social Issues in the Human Genome Project and a coauthor of Inventing America: A History of the United States. He is currently completing a book on the history of innovation and intellectual property protection in living organisms since the 18th century. Kevles received his B.A. in physics and Ph.D. in history from Princeton University. From 1964 to 2001, he taught at the California Institute of Technology. In 2001 he joined the faculty of Yale University where he is the Stanley Woodward Professor of History and was Chair of the Program in the History of Science and Medicine. He is a fellow of the American Academy of Arts and Sciences, the American Philosophical Society, the Society of American Historians, the International Academy of the History of Science, and the American Association for the Advancement of Science. He has received various honors and prizes, including the History of Science Society's George Sarton Medal for career achievement. A complete list of STS Circle at Harvard events can be found on our website: http://www.hks.harvard.edu/sts/events/sts_circle/ Follow us on Facebook: STS@Harvard<http://www.facebook.com/HarvardSTS> _______________________________________________
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