Capitalism and Advertising Ancient societies Notices and announcements Early capitalist societies paid publicity by new merchant class Consumer society created advertising Advertising a recent development Advertising is an integral part of a particular kind of society Developments over time Evidence of ancient notices and announcements Not a common thing Change medieval and modern Social status No belief that you could improve your life No upward mobility Ex born a beggar die a beggar Purpose of life Getting goods Medieval purpose was work Prepare for heaven Modern purpose is to be a good person but to enjoy and indulge medieval times people grew food made things by hand and what they can t Someone else makes goods everyone buys all goods 2 3 economy is driven by people buying make they trade or barter for modern times people buy good Different Economies and Societies Subsistence Make one s goods trade for rest Capitalism Economic Market self regulating system via competition Market thought to maximize individual freedom build national wealth Advertising in Early Capitalism Gutenberg press printing revolution more ads more competition Early Capitalism Announcements What how much where Ensured competition Kept individuals and business honest Emerging Problems 1 Production 2 Distribution a 3 Consumption a a Production accelerated rapidly b c of steam power and engines Increase in production increased distribution trains made it faster If people didn t but at a higher rate they would have a problem THIS LEADS TO ADVERTISING DEVELPOMENT TO CONVINCE TO BUY MORE STUFF MORE FREQUENTLY EMERGENCE OF CONSUMER SOCIETY Advertising Rhetoric Visual Rhetoric allegory mimesis a show Narrative Rhetoric Advice parable Rhetoric classical def 2 kinds Visual narrative Visual Rhetoric Visual Allegory Medieval to Modern Changes Continuities remained the same with a few moderation Organized Astrology Images Stories in Advertising Advertising is a modern invention But it reuses ancient ways of picturing the world and telling stories learning the techniques that speakers use to connect to the audience Applied to Advertising techniques that ads use to connect us to products Symbols that reveal the nature of the world Allegorical Images Cupid Love fickle unpredictable Venus beauty the elements one of the 3 graces Human being made of 3 elements animal instincts and society Allegory fundamental truths addresses fundamental needs desires Visual Mimesis Images a window on the world optics perspective system feels realistic Horizon line Orthaganals straight lines that meet at a VANISHING POINT Observation not participation Looks realistic Mimesis common sense true Visual A Show music dance production Flattery out on just for you A Show entertainment flattery Narrative Rhetoric visual ways of showing narrative ways of telling Narrative Advice Testimonials Personal Connection Ex Old Spice Advice flattery personal attention they want whats best for you Parable Story that teaches a lesson Parable in Advertising basic truth importance of the product 8 22 12 th C Conditions 19 How agencies solved problems for businesses and media Emergence and changing roles of AD agencies and agents Ex N W Agency and Co Problems Which Publications to advertise in 20 00 nationally No central list Telegraph and mail only Problems for Media Companies How to keep track of advertising revenue Up to 300 400 separate advertisers per issue How to increase profits Increase price Increase quantity Neither options worked Ad Agencies For business managed advertising placements For media companies Took over billing Created a new revenue source sell audiences to businesses Increased Importance of Ad revenue 1870 2 3 of revenue was from selling publication and 1 3 from ads 1900 proportions flipped flopped 2000 today 80 of media comes from ads and 20 from selling to audience Changing Roles Early agencies didn t make ads Agents worked for publishers and got paid commission Media Newspaper In between Media and Businesses were Independent business went to business and then went to media to place find media and place ad then went back to business to check Space broker Space Whole seller Bought Ads in Media Worked with many businesses Change order media then buy the space then go to business and sell spots to them Concession Agent Would buy all advertising in publication for a year So people have to buy ad spots from then Conflict of interest Screwing both media and businesses Depressing media prices and increasing inflation business prices reaping profits Two Changes Open contracts Publicize cost for ad space No secret deals Agents worked only for business Ex N W Ayer Began as space broker devised open contract Added creative services begin 1880 prepared Ad copy too Free lance journalist and writers By 1892 full time ad writers