ADPR 3100 1nd Edition Lecture 6 Outline of Previous LectureI. Producer-led paradigmII. Producer-led advertisinga. FunctionalityIII. examplesOutline of Current Lecture I. creative revolutionII. problems leading to creative revolutionIII. consumer cynicismIV. Bill BernbachCurrent Lecture- Creative Revolution o Growing importance of style o Cynicism about consumer society o Creative revolution  Advertising as an art, not a science - 1920s-1980s o producer led paradigm decreasing over time (mostly 50s and 60s) o 1960s = creative revolution o still going on today - Making Productso Producer-led paradigm  Stress functionality over style o But new ways of thinking starts to change in 30/40/50s  Economic value of style (not an afterthought anymore) - Economic value of style 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 Popular style o Stream lining = popular look for airlines  less fuel and less bumpy o Streamlined = modern and up to date with technology o Lets apply streamlining to different products to get others to buy Scooters Furniture  art decor  People loved the look = more buying and more selling - Making Products o But new ways of thinking start to change it - Planned obsolescence o Changing the style of your products  To boost sales o Alfred P. Sloan 1940s (General Motors CEO)  The appearance of the motorcar is the most important factor in the selling end of the business  Style is more important than functionality  “New” made the selling point  Chevy: “All new all over again!” - But Consumer cynicism o People were catching on, they weren’t dumb = cynical about advertising o The Hidden Persuaders: book on NY Times Best Sellers List about cynical advertising o The Waste Makers: questioning the premises of consumer society saying that when we as consumers don’t like something we just throw it away o The Lonely Crowd: we can buy happiness as long as we can buy products o The Man in the Gray Flannel Suit movie: PR agent who has everything but he finds no purpose in life and then gets a new PR job and doesn’t have to do anything and was paid “buy happiness by buying enough products” - Emerging Problem o Producer-led paradigm increasingly ineffective  People aren’t buying into it o How to encourage an increasingly cynical public to believe advertising?  It will make you popular, happier, etc.- Creative revolutiono New way of thinking about advertising, manufacturing, and design o Dramatic changes in advertising and agency organization  How the agencies are organize in the producer-led paradigm o Steady development; still going on today  Still working through this processo Bill Bernbach, David Ogilvy, Mary Wells  Video notes:- 1950s/60s new America was watching tv o people were more sophisticated so ads needed a new way of advertising - creativity took a larger role - Creative director of Doyle Dain Bernbach = Bill Bernbacho Most influential people of the 20th cent o Volkswagen ad = best ad ever  “think small”  broke the wall between the viewer of the ad and the product o 21 million bugs were bought because of these ads- founder of Ogilvy and Mather = David Ogilvy o realized consumer wants meaning  doesn’t want the product, we want what it means o Dove soap for women - Mary Wells founded Wells Rich and Green o 60s feeling and sophisticated o alka seltzer humor jingle o ads that laughed at themselves and made us laugh along - Bill Bernbach o Studied music, philosophy, and business at NYU o Worked with designer Paul Rand Simplicity/restraint = clarity = persuasiveness o 1947 memo  refuse the formulas o No rules but artistic discipline  Saw advertising as an art You must get attention to your ad - be fresh, original, creative, and innovative (no formulas!) - Bern Bach and creative teams o No assembly line  Small teams work on entire projects  Allowed designers to talk to copywriters and art directors - no line between job descriptions and what you could do  Video notes:- By putting the art director in the same room as the copy writer worked together from the beginning to allow them to collaborate  Insist on agency autonomy - would resign accounts rather than do whatever the client wanted him todo - Traditional Car Adso Make the cars look long and big o Use color and show the family enjoying the car o Use “ad talk”  phony sales way of writing - Bernbach’s Car Adso Make the car short and small o Use black and white images o Rarely if ever show peopleo Wry humor: joke in a subtle and sophisticated wayo “Straight talk” : use sentences and words that people would actually use - Impact on the Imagery o Nine Ways to Improve an Ad: 1963 bad formulas (bernbach did not use these)  1. Always show the product  don’t use negative headlines always mention product name in headline  always show people enjoying your product  always feature news in your headline even if its made up  always make logo prominent  avoid unpleasant connotations about the product always localize your ad - VW: Smaller is bettero Makes your house look bigger o Unchanging is good i.e. evolution of the car o Ugly is honest - DDB Avis Car Rentalso If you’re number 2 you need to work harder to get to the top - Modern life is weird o Video: alka seltzer ad “the whole thing” phony ads: alka seltzer “mama mia that’s a spicy meatball”  Colt 45 unique experience ad- Creative Revolution wrap up:o Growing importance of style o Advertising is an art, not a scienceo Changed relationship between sellers and buyers; agencies and