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 societyDevelopments over time-Evidence of ancient notices and announcements-Not a common thingChange 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-Medieval purpose was work -Prepare for heaven -Modern purpose is to be a good person but to enjoy and indulge-Getting goods-medieval times people grew food, made things by hand, and what they can’t make they trade or barter for-modern times people buy goodDifferent Economies and Societies-Subsistence-Make one’s goods, trade for rest-Capitalism-Someone else makes goods; everyone buys all goods-2/3 economy is driven by people buyingEconomic Market-self-regulating system via competition-Market thought to:-maximize individual freedom -build national wealthAdvertising in Early Capitalism-Gutenberg press (printing revolution)-more ads = more competitionEarly Capitalism & Announcements -What, how much, where-Ensured competition-Kept individuals and business’ honestEmerging Problems1. Productiona. Production accelerated rapidly b/c of steam power and engines2. Distribution a. Increase in production increased distribution (trains made it faster) 3. Consumptiona. If people didn’t but at a higher rate they would have a problemTHIS LEADS TO ADVERTISING DEVELPOMENT TO CONVINCE TO BUY MORE STUFFMORE FREQUENTLY. EMERGENCE OF CONSUMER SOCIETYAdvertising RhetoricVisual Rhetoric -allegory -mimesis -a showNarrative Rhetoric-Advice-parableMedieval 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 storiesRhetoric -classical def.-learning the techniques that speakers use to connect to the audience -Applied to Advertising-techniques that ads use to connect us to products-2 kinds-Visual-narrativeVisual RhetoricVisual Allegory-Symbols that reveal the nature of the worldAllegorical Images-Cupid-Love fickle, unpredictable-Venus-beauty, the elements, one of the 3 gracesHuman being made of 3 elements: animal instincts and societyAllegory-fundamental truths-addresses fundamental needs/desiresVisual Mimesis-Images a ‘window on the world’opticsperspective system-feels realistic-Horizon line-Orthaganals- straight lines that meet at a VANISHING POINT-Observation not participation-Looks realisticMimesis-common sense: trueVisual: A Show-music dance production-Flattery: out on just for youA Show-entertainment-flatteryNarrative Rhetoric-visual: ways of showing-narrative: ways of tellingNarrative: Advice-Testimonials -Personal Connection-Ex: Old SpiceAdvice-flattery: personal attention-they want whats best for youParable-Story that teaches a lessonParable in Advertising-basic truth -importance of the product8/22/1219 th C. Conditions -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 onlyProblems 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 businessesIncreased 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 audienceChanging Roles-Early agencies didn’t make ads-Agents worked for publishers and got paid commissionMedia-NewspaperIn between Media and Businesses were:-Space broker:-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 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 thenConflict of interest:-Screwing both media and businesses-Depressing media prices and increasing inflation business prices-reaping profitsTwo 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 contractAdded creative services-begin 1880 prepared Ad copy too -Free lance journalist and writers-By 1892 full time ad