Creative Revolution Emerging opportunities Cynicism about consumer society Creative revolution Making Products Producer Led paradigm Stress functionality over style But new ways of thinking started to change it Economic value of style Style has dollar and cents value Planned obsolescence Economic Popular styling could boost sales Ex the streamline look No sharp edges Make more things look streamline people will buy more They streamlined bikes ferries jugs etc Make them look modern Planned Obsolescence Changing styles to boost sales Alfred P Sloan CEO of General Motors in 1941 Changing looks Every year its new even if it s the same car This was to get people to buy more every year But Consumer cynicism aware of manipulation by marketing and advertising meaningless and alienation sell your soul to make money Emerging Problems Advising formulas increasingly ineffective How to remake advertising to make effective in these more cynical buyers Creative revolution Dramatic changes in Advertising and agency organization Changes in Style Steady development still going on today Bill Bernback David Ogilvy and Mary Wells Creative people really started to control not the business people Ogilvy selling is about emotion Bernback and Ads as Art advertising is an art not science Art director and copywriter now work together Got rid of assembly line Had creative teams Traditional Car Ad Long and big Use color and show family Use Ad Talk Car Ads DDB Style Short and Small Black and white images rarely if ever showed people Wry humor straight talk Volkswagen Small Car is Better It makes your house look bigger Think small Unchanging is good Don t want to change models of car Ugly is honest Repairs easy because no need to buy new parts all use the same Humble plain honest gets you ahead Changes lifestyle Key Points Growing importance of style advertising as an art not science Clears the way for new paradigm of manufacture design advertising
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