Just in time for the holiday season, the Hartman Center for Sales, Advertising & Marketing History in the David M. Rubenstein Library has acquired a copy of the 1939 booklet that introduced Rudolph the Red-Nosed Reindeer to the world.
Rudolph was invented by a Robert L. May, a 35-year old copywriter, for a promotional campaign at the Montgomery Ward department store in Chicago. May was inspired to pen the story of the humble, resilient, reindeer to cheer his daughter Barbara, whose mother was dying from cancer. Drawing from the “Ugly Duckling” story and his own memories of being ostracized as a child, May wrote a tale of an odd-looking deer whose unusual bright-red nose saves the day after Santa asks him to light the way on a particularly cloudy and foggy Christmas Eve.
David M. Rubenstein Library (Duke University) Acquires Copy of 1939 Booklet that Introduced Rudolph the Red-Nosed Reindeer
Filed by December 19, 2017on