Lecture 2Advertising and WWIA lot of ads trying to be more personable, and to get more people to enlist and be part of the war effortOn the home front- buy bonds, and no matter who you are you can contributeEmphasis on preserving food and rationingEncourage to enlist through guilt“daddy what did YOU do in the great war?”Then negativity was used towards the enemy (they were monsters)WWI & commercial advertisingIncrease in readership= more potential customersPeople trying to get information of what was going onPatriotism= easy sales messageAdvertisers kind of abandoned most of the other ad campaigns at the time and designed ones geared to war effortEx. Nestle and the “chocolate is good for soldiers and good for you”Ex. Gillette “clean shaven face helps you fight”How easy it was to take the war and utilize it to sell“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 analysttook the same ways to sell and applied them after the war.Programs “sponsored” by advertisersAdvertisers pay production costsAd agencies produce radio programsNetworks distribute content to local affiliatesLocal affiliates broadcast content to local audiencesAds were mixed into content of showEx. Flintstones and Winston cigarettesKind of like a precursor to product placementRadio Ads 1920’s- 1930’sDebates over how commercialized the airwaves should beAdvertisers/commercial networks come out on topDefeat non commercial broadcastersPolicy-making decisions solidify commercial radioFederal radio act of 1927Sanctioned there be some political advertising allowedFederal communication act of 1934Showed ad industry’s structural power to shape the laws regulating mediaRadio and WWII90% of families owned a radiocelebrity endorsements for war/war bondscommercial as “how-to” guides during rationingcompanies tie product to the warRadio  television1954 50% had a televisionTV AdvertisingSponsorship started off as the norm and primaryCarry over from radioNetworks begin to favor spot ads (‘magazine concept”More ad revenueAllowed them to control programmingQuiz show scandalsA lot of distrust of advertising“what you lied to me”- led to government interventionRise of Madison AvenueEpitomized dapper, button-up, corporate style“kind of like the first season of mad men” -professorSophisticated, high-modern style“boys club”“five martini lunch”“ulcer gulch”: high burn-out rateScience View Dominates“unique selling proposition” (USP”step 1: use research to zero in one or two advantages of the product (USP) (so people remember the product)step 2: clearly state the USPstep 3: repeat, repeat, repeatso if we continue to repeat things over and over and over the consumer will remember and buyassumed a low level of audience intelligenceex. “head on, apply directly to the forehead!”Large distrust of advertisingEspecially after WWIIAds as guest in the homeSo the annoying ones were becoming an unwelcomed guestSo how did advertising become cool?Volskwagon 1966American tourister-1970Color, funny, jokes, catchy slogans, entertaining, ads become a means of entertainment in and in itselfSo how did they become cool?David OgilvyRose to stardom in mid-1950’s:Influenced by both art and science approachesSymbolism had to tap into consumer fantasyShow us the lifestyle we want and appeal to that because we can identify with a product on a more personal levelNevertheless, there was a formula for good ads1960’s: The Creative RevolutionBernback’s take: ads suffer from two big problems:They’re dull and there are too many of themToo many parodies, people are bored!Only funny, clever or surprising messages reach audiencesPersuasion is an art: takes talent and good instincts…Not formulas!Do something unique to each clientLate 1960’s and 1970’sCreative revolution is in full swing- everyone wants to get creative!Ad industry enamored by youth culture and changing social normsRebellious themesFrankly sexualWomen are sexualContinues silly, irreverent toneProducts are trying to be funnySomething to help the consumer identify with the productCompanies are starting to make claim to a certain value or moral systemTarget marketing and ethnic identity adsWomen’s, ethnic, and social identity are used to reach people and language styles unique to each groupConsumerism as countercultureCountercultural ethos lent itself to high consumption:Staying “with it”Life’s a process of invention and reinvention“I’m not like everyone else”consumption as rebellion and self-expressionespecially effective in the professional class (top 30%)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 guilto “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 customerso People trying to get information of what was going on- Patriotism= easy sales messageo 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 sello “the war taught us the power of propaganda. Now when we have anything otsell the American people, we know how to sell it.”- Roger Babson, 1921, business analysto took the same ways to sell and applied them after the war.- Programs “sponsored” by advertiserso Advertisers pay production costso Ad agencies produce radio programso Networks distribute content to local affiliateso Local affiliates broadcast content to local audiencesThese 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 beo Advertisers/commercial networks come out on topo Defeat non