JAMS 214 1st Edition Lecture 2 Advertising and WWI A lot of ads trying to be more personable and to get more people to enlist and be part of the war effort On the home front buy bonds and no matter who you are you can contribute Emphasis on preserving food and rationing Encourage to enlist through guilt o daddy what did YOU do in the great war Then negativity was used towards the enemy they were monsters WWI commercial advertising Increase in readership more potential customers o People trying to get information of what was going on Patriotism easy sales message o Advertisers kind of abandoned most of the other ad campaigns at the time and designed ones geared to war effort Ex Nestle and the chocolate is good for soldiers and good for you Ex Gillette clean shaven face helps you fight o How easy it was to take the war and utilize it to sell o the war taught us the power of propaganda Now when we have anything ot sell the American people we know how to sell it Roger Babson 1921 business analyst o took the same ways to sell and applied them after the war Programs sponsored by advertisers o Advertisers pay production costs o Ad agencies produce radio programs o Networks distribute content to local affiliates o Local affiliates broadcast content to local audiences These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Ads were mixed into content of show Ex Flintstones and Winston cigarettes Kind of like a precursor to product placement Radio Ads 1920 s 1930 s Debates over how commercialized the airwaves should be o Advertisers commercial networks come out on top o Defeat non commercial broadcasters Policy making decisions solidify commercial radio o Federal radio act of 1927 o Sanctioned there be some political advertising allowed o Federal communication act of 1934 Showed ad industry s structural power to shape the laws regulating media Radio and WWII 90 of families owned a radio celebrity endorsements for war war bonds commercial as how to guides during rationing companies tie product to the war Radio television 1954 50 had a television TV Advertising Sponsorship started off as the norm and primary o Carry over from radio Networks begin to favor spot ads magazine concept o More ad revenue o Allowed them to control programming Quiz show scandals A lot of distrust of advertising what you lied to me led to government intervention Rise of Madison Avenue Epitomized dapper button up corporate style o kind of like the first season of mad men professor Sophisticated high modern style boys club five martini lunch ulcer gulch high burn out rate Science View Dominates unique selling proposition USP o step 1 use research to zero in one or two advantages of the product USP so people remember the product o step 2 clearly state the USP o step 3 repeat repeat repeat so if we continue to repeat things over and over and over the consumer will remember and buy assumed a low level of audience intelligence o ex head on apply directly to the forehead Large distrust of advertising Especially after WWII Ads as guest in the home o So the annoying ones were becoming an unwelcomed guest So how did advertising become cool o Volskwagon 1966 o American tourister 1970 o Color funny jokes catchy slogans entertaining ads become a means of entertainment in and in itself So how did they become cool David Ogilvy o Rose to stardom in mid 1950 s Influenced by both art and science approaches Symbolism had to tap into consumer fantasy Show us the lifestyle we want and appeal to that because we can identify with a product on a more personal level Nevertheless there was a formula for good ads 1960 s The Creative Revolution Bernback s take ads suffer from two big problems o They re dull and there are too many of them o Too many parodies people are bored Only funny clever or surprising messages reach audiences Persuasion is an art takes talent and good instincts o Not formulas o Do something unique to each client Late 1960 s and 1970 s Creative revolution is in full swing everyone wants to get creative Ad industry enamored by youth culture and changing social norms o Rebellious themes o Frankly sexual Women are sexual o Continues silly irreverent tone Products are trying to be funny o Something to help the consumer identify with the product Companies are starting to make claim to a certain value or moral system Target marketing and ethnic identity ads Women s ethnic and social identity are used to reach people and language styles unique to each group Consumerism as counterculture Countercultural ethos lent itself to high consumption o Staying with it Life s a process of invention and reinvention o I m not like everyone else consumption as rebellion and self expression especially effective in the professional class top 30