This thesis analyzes how advertising pioneers endeavored to professionalize the advertising trade in Norway in the years 1914-1918. Professionalization is usually understood as a process whereby an occupation goes through a transformation to become a profession. I argue that the reform work of Norwegian advertising pioneers is a special case of professionalization. By interpreting the thoughts and intentions of these pioneers through the professional journal Romilla Revue I explain this professionalization as a dual process. Robert Millar was the leader of these pioneers as they strived to develop a group of advertising consultants who would enjoy a status in society that was similar to that of traditional professions such as doctors, dentists, lawyers, priests and architects. The advertising consultant was the product of the ideas of Millar, based on models of advertising experts in countries such as the U.S and Great Britain where the advertising trade was more advanced than in Norway. As such the advertising consultant was very much an imagined profession. There was no existing or coherent occupational group that claimed jurisdiction over this area of work. An occupational group of consultants had to created before it could claim professional status. Further, Millar and other pioneers worked to professionalize the advertising trade as a whole. This entailed a cooperation between the different parts of the advertising trade, such as advertising experts, advertisement agencies, newspapers, printers, writers, draftsmen and various businesses, to create a more effective and coherent advertising trade. The analytical chapters are divided according to what I have seen as different phases of professionalization. This includes the establishment of a professional journal, advertising clubs and associations, developing advertising education and the establishment of a control or licensing office, among other developments. 1914 marks the beginning of the process as both the first advertising journal and advertising club was established in Trondheim in this year. The reform work of the Norwegian pioneers was influenced by developments abroad, especially in the U.S. The period until 1918 was highly active in terms of organizing and exchange of ideas between advertising pioneers, of how reform could be implemented. From the end of 1918 followed a period of low activity due to consequences brought by the ending of the First World War among other factors. The War had significant implications for how the advertising trade developed, because of its impact on the Norwegian economy leading to a boom period and at the same time a period of high cost of living. I analyze how the two concepts of professionalization were connected and how the professionalization of the advertising trade as a whole was a premise for the professionalization of advertising consultants.