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Advertising

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    Advertising Advertising Presentation Transcript

    • ADVERTISING
    • Advertising We typically encounter 5,000 commercial messages a day. Instead of decreasing the ad clutter – advertisers are doing more of the same in new ways  Nontraditional forms of advertising  Graffiti  Beach sculptures
    • History Romans used to write announcements on city walls Pin up adds in the 15th century Shopbills – attractive, artful business cards 1625 – the first “newsbook” containing ads The Weekly News, was printed in England.
    • History Before the Civil War, advertising was small business Primarily an agricultural country (the US) Advertising was mostly for area businesses to encourage country-folk to come to their shops.
    • Industrialization Like most other media history, the Industrial Revolution had great impact on advertising. Manufacturers wanted access to larger markets Railroad and telegraph enabled access to other areas and audiences.
    • Professionalism Between Civil War and WWI the profession of advertising developed rapidly. There were three factors that combined to move the advertising industry to establish professional standards and to regulate itself.
    • Factor ONE First was the reaction of the public and the medical profession to the abuses of patent medicine advertisers.  Snake oil salesman  Fake claims  Tonics that were useless
    • Factor TWO The critical examination of most of the country’s most important institutions, led by muckrackers (investigative reporters).
    • Factor THREE In 1914, the Federal Trade Commission (FTC) was established. Among its duties was to monitor and regulate advertising. This included fairness in advertising laws Many advertising associations were created at this time and mounted crusades against gross exaggeration in advertising.
    • War Advertising Promotion of consumer products came to a near halt during the war. The ad industry turned its collective skill toward the war effort A patriotic theme was adopted.
    • War Ads
    • War Advertising Council 1941 Several national advertising and media associations joined to develop the War Advertising Council They worked to promote several government campaigns. Best known was the campaign to promote the sale of war bonds.
    • War Bonds This campaign was the largest campaign to date for a single item Helped sell 800 million bonds for $45 billion After the war, the group renamed (Advertising Council) and worked on public service campaigns. “This message is brought to you by the Ad Council.”
    • War Ad Council
    • USP Unique Selling Proposition  Highlighting the aspect of a product that sets it apart form other brands in the same product category.  M&Ms – they aren’t just chocolate candy, they “melt in your mouth, not in your hand.”  Brands in the same category, are PARITY PRODUCTS (Coke, Pepsi – both soft drinks or colas)
    • Concerns Some were concerned that advertising was increasing consumer spending on products that were not represented correctly or accurately in ads. NARB – National Advertising Review Board was created in 1971 to monitor potentially deceptive advertising. They investigate consumer complaints and complaints by advertiser’s competitors.
    • So what? In a capitalistic society, advertising makes sense! It supports our economic system People use ads to gather info before making buying decisions. Ad revenues make possible “free” mass media we use not only for entertainment for for maintenance of our democracy. Increases national productivity…shows us all the possible things we can spend money on, so we work harder to get money to spend on things we see in ads.
    • Critics Advertising is intrusive Advertising is deceptive Advertising exploits children Advertising demeans and corrupts culture  AIDA (attention, interest, desire, action) approach  Problems when important aspects of human existences are reduced to the consumption of brand-name consumer products.
    • Consumer culture Status and worth and identity reside not in ourselves but in the products with which we surround ourselves. Is this a bad thing?
    • Illusions of Comparison Think about unfinished statements  “Lasts twice as long…”  Easy-Off makes oven cleaning easier…”  Easier than WHAT  Longer than what?
    • Illusion of Comparison Comparative adjectives are used in ads and their true purpose is to create a comparison between two or more things…when the other half is not identified, there is an illusion of comparison.
    • Ads http://www.youtube.com/watch?v=OYecfV3u bP8 http://www.bbc.co.uk/news/world-us- canada-11963364