Advertising during different period in historyMaterialismIndustrial Revolution – what caused it and what did it produce?Parity ProductsDefinePepsi coke exampleCommercialismCommodificationMarketingWhat is at the heart of commercialism?Preemptive reason whyAssociated valueConstructive discontentPeople: some leaders in early advertising (know about the people she talks about in class and the book)Lydia PinkhamVolney PalmerThomas BarrattClaude HopkinsWayland AyerGerald LambertJ Walter ThompsonThere has been advertising since the beginning of recorded history:Ancient Greece, rome, EgyptUsed symbols, on papyrus, found in PompeiiIn ancient Ephesus  it has a lot of religious significance before, it was a big trading port, people would come in with their goods, they would come in with wheat etc.Visually significant  roman  signifies a tavern, the great leavesMiddle AgesTown-cries spoke the news and some commercial newsSigns = symbols of tradeWhile there wasn’t mass advertising, if you were a locksmith you had a symbol with a key.. pharmacists symbol of a pestolThe beginning of mass advertising came about, when the printing press was inventedOne of the first ads 1477  written religious works, at the point that people were allowed to read the bible, wasn’t only a piece of content for the upper classIn the early US:The ads were intermingled with the editorial, so you couldn’t really tell that it was an adSomething was being offered  it wasn’t advertising as we see it todayThroughout the world:Posters in Japan 1806  flyerFirst newspaper ad – 1836 FRANCECadburysPosters  are now considered as ARTDone by very famous artistsEarly ads focused on product listings  posting 1898Merchants used a variety of media  trade cards 1898Early outdoor 1925  Citroen, bought the rights to put their name on the Eiffel tower  breaks the mold and thinks of something new to do, most people were shocked!When advertising started to matter:“Capitalism is dead” – John Reed 1917saw the Russian revolution happen, and believed that that was how the world was going to operate from then onIndustrial revolution  products for the massesSignificant for advertisingMost people lived by growing their own food, trading with their neighbors and buying what they could make or grow, only the elite had access to the finer things in life, brought the ability to manufacture products (soap, toothepaste)Changed how business was doneTwitchell “the most successful –ism is materialism”Our need and want to what other people want, and was a step towards our cultural desireThe industrial revolution created“Parity products – machine made, interchangeable” e.g. soap (there might be tweeks, but they essentially do the same thing and that’s what a parity product is)“my job is to make you think that this quarter is more valuable than that one” – Rosser Reevesparity products: Pepsi and Cokecompetition  pepsi increased the size of their bottle for cheaper “A nickel drink worth a dime”Our need for meaning commercialism“once we are fed and sheltered, our needs are and have always been cultural, not natural” – TwitchellCommercialism:Has two parts:Commodification: take down everything to its base level  the base productMarketingAt the heart of commercialism is advertising:The thing  the productThe think  how marketers want you the think about it.Some leaders in early advertisingLydia Pinkham: putting a face to a product (her face on the product)Created an herb medicineUnderstood the power of advertising: is she kept getting her face out and her name out she would increase her salesThey did a handout “98 out of every 100 women benefited”Letters from satisfied womenThe first yelp of the civil war eraTrading cards an postcardsThe first brand icon  the face of a corporate messageThomas Barratt: and associated value (the idea that is you can associate your product with something of greater value you can rise the value of your product) PEARS SOAPUnderstood that culture = upward mobilityArt  give them away and people would put them in their houses, and they associated pears with fine art, reading and literatureElevated his soap into the realm of fine artHe understood that because of the industrial revolution, things were changing, understood that if he associated his product with fine art, culture was seen as the difference between the have and have not and cleanliness (a time where people were not bathing on a regular basis)to be clean  good statustook one cent coins that were useless, grabbed them and put a pair of soap on them and sold themannuals  of literatureassociating with higher culture will associate his product with cleanlinessVolney B Palmer: opened the first us advertising agency (Philadelphia 1850)A way for he placed ads in newspapers and took a cut of the costsThey were the middleman (they didn’t design the ads, they just facilitated the ads to get it to the marketer and into the newspaper)Claude Hopkins – the preemptive reason whyFirst in- winsMost products were pretty similar, and he said that if I can tell you something that all products have and associate it with my product and get it out their first, that’s how you’re going to get my productPepsodent  toothepaste“lies in pretty teeth – remove that film”Sunkist  a drinkCalifornia orange juiceSchlitz  beerAttached it to puritinePalmolive  “a beauty secret 3,000 years older”Gerard Lambert – constructive discontent (or selling the need)Listerine – created the problem, halitosis, and then the cureFirst in WWI it was used to clean woundsAnd then diluted itGerard created the idea of ‘halitosis:  bad breath and Listerine was the cure to that.Lambert understood the culture’s fixation on germs and cleanliness  started understanding how illness was spread and everything sanitary and being “white”Commodification of the body  deoderant “odo-ro-no”It was the first to talk about deoderant it talked about “underarm wetness”  it was unsightly to talk about“dew” deoderant  “it will keep you secret”pond’s  idea of wrinklesfound a problem for their solution“burma shave”  shaving cream etc.Wayland Ayer: and NW AYERChanged the fundamental process of an advertising agencythere should be a set amount of money15% commission for the work  if an ad and a newspaper was $100 the clients, the workers and others got the same