Mid Century and Late-Century history of advertising.Coca-Cola: 1901 Ad that just explains what it is and described the product to much copy.vintageAdBrowser.com cool old ads.Mad Men: 1959 to 1960’sThey picked the 60’s because there was a real creative shift in the 1960;s in creativity1940s:WWII1950s:-Post war affluence and they have money.-Everybody is buying things and companies realize that this consumers are looking or things to buy a big boom in creative products-Television: The way to show them the things we have ( everybody had a TV)EUROPE: TV broadcast was controlled by the government10 years behind in regards of commercials-RADIO SHOW: sponsored by a product ( a giant commercial by Ovaltine in the case of Annie)Different companies owned different shows.Only one sponsor had A LOT of control over the plot of the showSylvester Weaver (NBC Exec): got tired of this situation SO he said that they were going to sell segments to different products and companies in this sense, he gave more control to the writers and not to the companies.COMMERCIAL WERE EXTREMELY REPETITIVE.It worked fine, but they were a lot of changes… more and more products1960’s-Commonalitites:Cute characters and iconsJingles and SlogansRepetitionNo real style of substanceHard sellkITSCHYtYPOGRAPHYFamily focus1900s-This was a overwhelming turn out and response to go a trip to Antarctica“Men Wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness. Constant danger, safe return is doubtful. Honor and recognition in case of success” Ernest ShackletonNOT LYING (this is exactly what is going to happen)  There is NO vague promise.1950s-Was plagued with lies about life. Corny and not honest with people a fake hope and sense that everything is okay.ROSSER REEVES:-Burroughs Baller of the 1950sUnique Selling Proposition (USP)Anacin he worked on it headache medicine.Appealed to science“Get a message into the heads of as many people as possible at the lowest possible coast” Shot gun approach (“we are going to hit someone “) LEO BURNETT:-Chicago-He was the one in charge of making all the character we all know and love. They were all male.Marlboro ManTony the tigerCharlie the tunaKeebler ElvesAD MAN of century TIME Magazine David Ogilvy:-Wizard from Britain-Moved beyond the rational to a more emotional appeal-Emotional connections“I HATE RULES”but had 7 rulesDon’t be cleverUse brand name in headlineAvoid analogies and superlativesUse fewer than 12 words in sentencesMin 14 references to people per 100 wordsAvoid humorous copyUse photographs, not illustration-portfolio: At 60 miles and hours the loudest noise in the new rolls roice is the electric clock1960Sthe age of Bernbach-“I have got a great gimmick. Lets tell the truth”BEST OF WILLIAM BERNBACH-Paired Teams (CopyWriter +Art Director)  they worked apart before!-Intuition > scientific research-Self-deprecation-Emergence of concept (bigger ideas, brand images)-SoftER sell (not as hard sell as before)-Changed agency-client relationshiphe took the exclamation point away from the Advertising “!”would have never happen if CW and AD didn’t work together.HOWARD GOSSAGE:West Coast Weirdo:-He was ahead of this time.In san Francisco (not NY or Chicago) indicative of California wave“Advertising should be a conversation”Response device that encourages interactionGot people involved in the brand, contest, “buy a sweater and walk with us to Seattle”The fact of the matter is that no body read ad, people reads what interest them and SOMETIMES it is an Ad.ADV 325 1st Edition Lecture 7Outline of Last Lecture I. Theories, Ideation And Problem SolvingOutline of Current Lecture II. Revolutions in AdvertisingIII. Changes from 1940s to 1960s.IV. Radio AdvertisingV. Rosser ReevesVI. Leo BurnetVII. David OvilgyVIII. Bill BernbachIX. Howard GossageCurrent Lecture Mid Century and Late-Century history of advertising.- Coca-Cola: 1901 Ad that just explains what it is and described the product to much copy.- vintageAdBrowser.com cool old ads. - Mad Men: 1959 to 1960’s o They picked the 60’s because there was a real creative shift inthe 1960;s in creativity 1940s:- WWII1950s:-Post war affluence and they have money.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.-Everybody is buying things and companies realize that this consumers are looking or things to buy a big boom in creative products-Television: The way to show them the things we have ( everybody had a TV) - EUROPE: TV broadcast was controlled by the governmento 10 years behind in regards of commercials -RADIO SHOW: sponsored by a product ( a giant commercial by Ovaltine in the case of Annie)- Different companies owned different shows. - Only one sponsor had A LOT of control over the plot of the show- Sylvester Weaver (NBC Exec): got tired of this situation SO he said that they were going to sell segments to different products and companies in this sense, he gave more control to the writers and not to the companies.- COMMERCIAL WERE EXTREMELY REPETITIVE. - It worked fine, but they were a lot of changes… more and more products 1960’s -Commonalitites: - Cute characters and icons- Jingles and Slogans- Repetition- No real style of substance- Hard sell- kITSCHYtYPOGRAPHY- Family focus 1900s -This was a overwhelming turn out and response to go a trip to Antarctica “Men Wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness. Constant danger, safe return is doubtful. Honor and recognition in case of success” Ernest ShackletonNOT LYING (this is exactly what is going to happen)  There is NO vague promise. 1950s  -Was plagued with lies about life. Corny and not honest with people afake hope and sense that everything is okay. ROSSER REEVES:  -Burroughs Baller of the 1950s- Unique Selling Proposition (USP) - Anacin he worked on it headache medicine. o Appealed to science- “Get a message into the heads of as many people as possible at thelowest possible coast” Shot gun approach (“we are going to hit someone “)  LEO BURNETT: -Chicago -He was the one in charge of making all the character we all know and love. They were all male. - Marlboro Man- Tony the tiger- Charlie