Creative Revolution-Emerging opportunities -Cynicism about consumer society-Creative revolutionMaking 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 obsolescenceEconomic-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 carThis was to get people to buy more every year.But Consumer cynicism-aware of manipulation by marketing and advertising-meaningless and alienationsell your soul to make moneyEmerging Problems -Advising formulas increasingly ineffective-How to remake advertising to make effective in these more cynical buyersCreative 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 teamsTraditional 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
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