Lead: A preacher’s son in awe of his father’s philosophy, Bruce Barton combined hard work, consumer based advertising, liberal Protestantism and liberal Republican politics into the gospel of Christian Capitalism.

Intro: A Moment in Time with Dan Roberts

Content: From his father Barton learned the value of hard work. Though his family was a prosperous one, he was expected to work his way through college, first Berea, and then graduation from Amherst. He first tried journalism, but soon moved into advertising and became the founder of one of the most successful and prominent agencies, BBDO, with his partners Alex Osborn, Roy Durstine, and George Batten. Barton brought his clergyman father’s values of individual hard work and the virtue of prosperity. Consumers were encouraged to purchase more of their desires because it stimulated in them diligence and ambition.