2. Advertising
We typically encounter 5,000 commercial
messages a day.
Instead of decreasing the ad clutter –
advertisers are doing more of the same in
new ways
Nontraditional forms of advertising
Graffiti
Beach sculptures
3. History
Romans used to write announcements on city
walls
Pin up adds in the 15th century
Shopbills – attractive, artful business cards
1625 – the first “newsbook” containing ads
The Weekly News, was printed in England.
4. History
Before the Civil War, advertising was small
business
Primarily an agricultural country (the US)
Advertising was mostly for area businesses to
encourage country-folk to come to their
shops.
5. Industrialization
Like most other media history, the Industrial
Revolution had great impact on advertising.
Manufacturers wanted access to larger
markets
Railroad and telegraph enabled access to
other areas and audiences.
6. Professionalism
Between Civil War and WWI the profession of
advertising developed rapidly.
There were three factors that combined to
move the advertising industry to establish
professional standards and to regulate itself.
7. Factor ONE
First was the reaction of the public and the
medical profession to the abuses of patent
medicine advertisers.
Snake oil salesman
Fake claims
Tonics that were useless
8. Factor TWO
The critical examination of most of the
country’s most important institutions, led by
muckrackers (investigative reporters).
9. Factor THREE
In 1914, the Federal Trade Commission (FTC)
was established. Among its duties was to
monitor and regulate advertising.
This included fairness in advertising laws
Many advertising associations were created
at this time and mounted crusades against
gross exaggeration in advertising.
10. War Advertising
Promotion of consumer products came to a
near halt during the war.
The ad industry turned its collective skill
toward the war effort
A patriotic theme was adopted.
12. War Advertising Council
1941
Several national advertising and media
associations joined to develop the War
Advertising Council
They worked to promote several government
campaigns.
Best known was the campaign to promote
the sale of war bonds.
13. War Bonds
This campaign was the largest campaign to
date for a single item
Helped sell 800 million bonds for $45 billion
After the war, the group renamed
(Advertising Council) and worked on public
service campaigns.
“This message is brought to you by the Ad
Council.”
15. USP
Unique Selling Proposition
Highlighting the aspect of a product that sets it
apart form other brands in the same product
category.
M&Ms – they aren’t just chocolate candy, they
“melt in your mouth, not in your hand.”
Brands in the same category, are PARITY
PRODUCTS (Coke, Pepsi – both soft drinks or
colas)
16. Concerns
Some were concerned that advertising was
increasing consumer spending on products
that were not represented correctly or
accurately in ads.
NARB – National Advertising Review Board
was created in 1971 to monitor potentially
deceptive advertising.
They investigate consumer complaints and
complaints by advertiser’s competitors.
17. So what?
In a capitalistic society, advertising makes sense!
It supports our economic system
People use ads to gather info before making
buying decisions.
Ad revenues make possible “free” mass media
we use not only for entertainment for for
maintenance of our democracy.
Increases national productivity…shows us all the
possible things we can spend money on, so we
work harder to get money to spend on things we
see in ads.
18. Critics
Advertising is intrusive
Advertising is deceptive
Advertising exploits children
Advertising demeans and corrupts culture
AIDA (attention, interest, desire, action) approach
Problems when important aspects of human
existences are reduced to the consumption of
brand-name consumer products.
19. Consumer culture
Status and worth and identity reside not in
ourselves but in the products with which we
surround ourselves.
Is this a bad thing?
20. Illusions of Comparison
Think about unfinished statements
“Lasts twice as long…”
Easy-Off makes oven cleaning easier…”
Easier than WHAT
Longer than what?
21. Illusion of Comparison
Comparative adjectives are used in ads and
their true purpose is to create a comparison
between two or more things…when the other
half is not identified, there is an illusion of
comparison.