Chapter 6 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 9 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 3 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 2 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 7 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 9 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 3 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 2 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 7 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 5 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 4 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 5 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 4 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 4 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 8 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 1a of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Introduction to a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Introductory material for a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 1b of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Introductory material for a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 11 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 10 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
Chapter 12 of a university course in media history by Prof. Bill Kovarik, based on the book Revolutions in Communication: Media History from Gutenberg to the Digital Age (Bloomsbury, 2nd ed., 2015).
The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)Joseph Gelman
Keeping up with all the various innovations in marketing is certainly important, but its crucial not to forget that some core truths never change.
I took the time to summarize one of my favorite books, The Art of Writing Advertising by Dennis Higgins and distill the vital, evergreen lessons for your modern enjoyment.
Happy writing and hope you learn something.
EMAIL: Jig813@gmail.com
TWITTER: twitter.com/JoeandTell
LINKEDIN: linkedin.com/in/josephgelman
This power point presentation contain mainly- Aims and Objectives,Def” of Advertising,Brand and Marketing mix,The marketing mix,Role of Advertising,The Advertising Plan,The importance of advertising,Types of advertising,Major advertising media,The Functions of Advertising,The Key Players,Components of Advertising,What Makes an Ad Effective?.
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Case Study:
Edward Bernays
Public Relations Pioneer
Who was Edward Bernays?
Born in Vienna in 1891, distant nephew of Sigmund Freud
His approach to public relations was to use symbols and the mass media to engineer consent
He claimed the public was essentially reactive
But the rise of the middle class meant that there was no longer the ruling class and the uneducated masses who followed dumbly . . .
What did he believe?
This emerging new social strata needed to be controlled and led.
He believed in a completely hierarchical view of society: the intelligent few have been charged with the responsibility of contemplating and influencing the tide of history and of dealing with the masses.
How did he deal with the masses?
Used sociology, psychology and economics and applied them to the messages and methods
He saw the PR expert as an applied social scientist educated to use an understanding of these three fields to influence and direct public attitudes (in a democratic society!)
How did he deal with the masses?
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”
Edward Bernays
What is PR?
“Of course, you know, we don’t deal in images, we deal in reality.”
For Bernays, PR was about creating and projecting credible renditions of reality itself.
He called news any overt act which stands out of the routine.
A PR expert carries out an overt act to interrupt the routine to bring out a response.
PR is the science of creating circumstances which do not appear to be staged.
Edward Bernays
“The public relations counsel sometimes uses current stereotypes, sometimes combats them and sometimes created new ones. In using them, he very often brings to the public a stereotype they already know, to which he adds new ideas, this fortifies his own and gives a greater carrying power.”
Edward Bernays
He fully believed that to manipulate the public, one must know its public as well as know who influences that public
PR experts, as molders of public opinion, must be ongoing monitors of social attitudes.
Edward Bernays
Part of this influencing involved using the implied authority, i.e. the social power of certain groups or leaders
E.g. “Damaged Goods” – he promoted a play about syphillis by securing members of high society and doctors as advocates
To encourage people to eat more bacon, he launched a campaign in which a doctor promoted the benefits of a hearty breakfast
Lucky Strikes
In 1929, Bernays was hired by the tobacco company that made Lucky S.
Why do people collect trading cards? Collectors often hope the pictures can inspire them to their field or find pleasure in seeing remarkable people and their achievements. To inspire you in your marketing, MarketingProfs put together a roster of 16 remarkable smarty pants who changed business.
Public Relations History: Getting where you want to go by knowing where you’v...Michael Tullier, MPA, APR
Presented by:
Michael Tullier, APR
2009 Accreditation in Public Relations (APR) Workshop
Public Relations Society of America-Alabama Chapter
October 7, 2009
Learn more at www.praccreditation.org
The Cold War between Digital and Traditional.. A Prospectus of what will Happen.MediaSci
Advertising is a well established industry since a hundred years ago. It passed with many different stages over the last decades. The 2000's is considered the is the beginning of war between both traditional and digital media.
A lot of shocking facts that are being revealed in the history of both traditional and digital media, yet the battle is still in the consumer's mind.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
1. Media History from
Gutenberg
to the Digital Age
Slides based on the Bloomsbury book by Bill Kovarik
Revolutions in
Communication
Chapter 6 – Advertising and Public Relations
2. Web site & textbook
Textbook:
1st edition – 2011 2nd edition – 2016
http://www.revolutionsincommunication.com
3. The image
Ballyhoo: PT Barnum & Thomas Lipton
First ad agencies: JW Thompson, NW Ayer
Patent medicine scandals 1900s
PR vs muckraking: Ivy Lee
WWI & the Creel Committee
Scientific PR: Edward Bernais
Tobacco ads in print and on air
Ad men (and women)
New agencies for the digital age
This lecture is about …
4. Rise of the Image
The rise of imagery in culture,
commerce and politics is the second
of four media revolutions in our history
Along with photos and cinema, images
have a central place in the history of
advertising and public relations
Imagery, said historian Daniel Boorstin
in the 1960s, had become so
important that it led to pseudo-events
replacing real events.
5. Sandwich men London early 1800s
“A piece of human flesh between
two slices of paste board.” -- Charles Dickens
6. Advertising and the Penny
Press
With the advent of industrial presses
and greatly expanded circulation,
penny press editors realized that they
could sell their newspapers at one or
two cents, actually losing money on
circulation, but then regaining it with
advertising revenue.
This business idea is one of the most
important in media history.
7. P.T. Barnum
One of the most celebrated
showmen and public
relations agents of the 1800s
was P. T. (Phineas Taylor)
Barnum.
Founder of Barnum’s
American Museum in New
York and a popular traveling
circus, Barnum understood
the public’s taste for hokum
and ballyhoo.
10. Philosophy of Advertising
Men of business are hardly aware of the
immense change which a few years
have wrought in the power of the public
press . . . He who would build a business
must be like the times . . . To neglect
(advertising) is like resolving never to
travel by steam nor communicate by
telegraph. It is to close one’s eyes to the
light and insist on living in perpetual
darkness. . . . He who neglects the
advantages of advertising not only robs
himself of his fair advantages, but
bestows the spoils on his wiser rivals.
11. First Ad Agencies
London 1812 George Reynell
◦ Legal ads
New York 1841 Volney Palmer
◦ Quickly branched out to other cities
N.W. Ayer & Son 1869
◦ Open book ad agency / ethical … but …
◦ Placed patent medicine ads
J. Walter Thompson 1878
◦ Full Service ad agency – Copy writing,
design, placement
12. Four models of ad agencies
1. Newspaper agency (taking orders for
ads);
2. Brokers / space jobbing (selling
space to clients and then buying the ad
space);
3. Space wholesaling (buying large
amounts of advertising space at a
discount and then reselling the space to
clients at regular rates);
4. Advertising concession (contracting
for advertising space and taking the risk
of selling the space).
13. Uneeda Biscuit
N. W. Ayer agency,
for the first
packaged
ready-to-eat food
from Nabisco
14. Thomas Lipton
"What's the matter with the pig, Pat?”
"Sure, Sirr, he's an orphan so, out of
pity, I'm taking him to Lipton's!"
Once the joke was known, pigs with ribbons tied in their tails
would be paraded through the streets with signs showing that
they were “Lipton’s orphans.” This and other low stunts made
Lipton very rich.
15. Advertising unregulated
Anything could be advertised without
concern for the public until around
1906 – 1914 regulation in the US by:
◦ Federal Trade Commission
◦ Food and Drug Administration
For instance, Grape nuts cereal were
advertised as a cure for appendicitis
18. Samuel Hopkins Adams
A “red clause” in the advertising
contracts allowed the patent medicine
makers to void the contract in case of
adverse legislation. So newspaper
publishers had an interest in ensuring
that no laws regulating patent
medicine were passed.
‘Patent’medicine
And worst of all, the media
was blocking reform, Adams
said.
20. Ivy Lee – Standard Oil shill
In 1914, a state militia killed 19 people,
including two women and 11 children,
during a coal miners’ strike in Ludlow,
Colorado.
Ivy Lee was dispatched to the scene by
the mine’s owner, Standard Oil tycoon
John D. Rockefeller. Lee blamed the
victims for carelessness in starting a
fire, and then circulated a bulletin,
“How Colorado Editors View the
Strike,” quoting 11 editors who
supported the coal industry. All 11
worked for newspapers owned by the
coal industry. The rest of the state’s
320 editors were not quoted.
In 1934, Lee fell into
disrepute when ties
between Standard Oil
and the Nazi German
government were
exposed.
21. Protecting the monopoly
The campaign that
helped American
Telephone and
Telegraph hold on to its
monopoly in the
antitrust era was
designed by Ivy Lee
and N. W. Ayer. It
emphasized reliability
and universal service.
23. The Camels are coming!
Most people smoked cigars, not
cigarettes, until this ad campaign
started in 1913.
Ayer copied its Uneeda biscuit
campaign. Camels would be
introduced into each market with
teaser ads.
First: “Camels” and then
“The Camels are coming” and then
“Tomorrow there’ll be more
camels in this town than in all Asia
and Africa combined!”
and finally
“Camel Cigarettes are here.”
24. Edward Bernais - Scientific
PR Bernays's efforts to inform
the public about the
dangers of smoking earn
him praise from Action on
Smoking & Health in the
1960s.
He said if he had known
in 1928 what he knew
about smoking in the
1960s, he would have
refused to work with the
American Tobacco
Company’s campaign to
get women smoking.
25. Torches
of freedom
The “scientific” part
of scientific PR
involved
consultation with
psychologists
about why
people liked
certain products.
Mrs. Taylor-Scott Hardin parades
down New York's Fifth Avenue
with her husband while smoking
"torches of freedom” a protest for
equality with men.
29. War Advertising Council
Organized in 1942
voluntary ad campaigns.
But industry was under
investigation at the time.
“The industry launched a
frontal campaign to protect
itself, promoting its
importance to the war effort
and construing itself as ‘the
information industry’
After the war it was
renamed the Advertising
Council.
30. Ad guys: Leo Burnett
(1892–1971) believed in
personalizing and
sentimentalizing products,
creating icons like the Jolly
Green Giant, the Pillsbury
Doughboy, Charlie the Tuna,
Tony the Tiger, and most
famously, the Marlboro Man.
31. Burnett’s Marlboro man
First conceived in 1954
Market research showed men
were worried about being seen
with filter cigarettes, which
were considered feminine.
So the initial reason for the
campaign was to re-make the
image.
Ironically, the actor here
(William Thourlby) did not
smoke, and was not one of the
four or five cowboys who died
of lung cancer.
33. TV tobacco ads banned 1971
Tobacco advertising was banned from
broadcasting by Congress starting
January 2, 1971. All printed
advertising must now display a health
warning from the US Surgeon
General.
The 2010 - 15 controversy in the US
involves highly graphic health
warnings.
34. David Ogilvy
(1911–1999) said
brand personality
draws consumers to
products. At the height
of his career in 1962,
Time magazine called
him “the most sought
after wizard in today’s
advertising industry.”
1972 Campbell’s ad
35. More ad guys
Norman B. Norman (1914–1991), one of
New York’s original ad men, tied advertising
to theories of empathy for clients including
Colgate-Palmolive, Revlon, Ronson, Chanel
and Liggett & Myers.
Helen Lansdowne Resor (1886–1964),
worked for J. Walter Thompson to help
market products to women. Woodbury
Soap’s ad, “The skin you love to touch,” was
typical of her use of personal appeals to
attract interest.
36. Ad guys: Rosser Reeves
Rosser Reeves (1910–1984) was a pioneer
of broadcast advertising who saw repetition
of a “Unique Selling Proposition” (USP) as
the key theory. These were often translated
into slogans (such as M&M’s candy that
“melts in your mouth, not in your hand”) or
dramatic demonstrations. Reeves was
famous for annoying pain reliever
commercials with cartoons that would depict
anvils inside people’s heads being hit with
hammers. In one commercial, a nerve-
wracked daughter shouts “Mother Please! I’d
rather do it myself.”
37. Reeves 2
Reeves was the
model for the
protagonist (Don
Draper) in the TV
Mad Men
Reeves generated
millions for his clients,
especially Anacin
The world’s most annoying
advertisement – Click for video
link.
38. (1911—1982)
developed off-beat,
attention getting
campaigns that made
him a leader in the
“creative revolution” of
the 1960s and 70s. His
“think small”
campaign for
Volkswagen was the top
campaign of the 20th
century, said
Advertising Age.
Ad guys:
William
Bernbach
39. Ad guys: Leo Clow
(1942– ) took Bernbach’s
creative revolution of the
1970s into the next
generation, crafting
television ads like the
famous Apple “1984”
commercial. Also Energizer
Bunny, Taco Bell
chihuahua, and California
Cooler campaigns.
40.
41. Ad guys: Saatchi & Saatchi
Maurice and Charles Saatchi (1946– ) and (1943– )
were among the first to take a global approach to
advertising when they founded Saatchi & Saatchi in
1970.
Through a series of mergers and acquisitions in the
1980s, the company became the world’s largest
advertising super-agency by 1988. The Saatchi
brothers split off from the main agency, now owned
by Publicis Groupe, to run a smaller creative agency
M&C Saatchi.
42. Advertsasfreespeech
New York Times v
Sullivan, 1964
Important US libel case
Did civil rights groups
have the freedom to
criticize Alabama state
government in
advertising?
US Supreme court
gave a very strong
unanimous answer yes.
43. Advertsasfreespeech
If ads are “political”
then they should be
protected speech.
But what is political?
Is a pharmaceutical ad
targeted towards senior
citizens political?
Is a liquor ad aimed at
college students
political?
45. Review: people
Volney Palmer, George Reynell, J.
Walter Thompson, N.W. Ayer, Thomas
Lipton, P.T. Barnum, Ivy Lee, Edward
Bernays, George Creel, Maurice and
Charles Saatchi, Lee Clow, Helen
Lansdowne Resor, David Ogilvy,
Rosser Reeves, Leo Burnett, James
Grunig
46. Review: Concepts
Advertising is ancient, ballyhoo,
Business models of first ad agencies:
◦ Newspaper agency,
◦ Brokers (space jobbing), Space wholesaling,
◦ Advertising concession,
Regulation of advertising, patent medicine
Image shift, protecting big companies with
PR,
Creel Committee, War Advertising Council
Changing ad designs from product to
personal appeal, re-imaging products,
brand personality, unique selling
proposition
The campaign would come to a town with just one word on a billboard and in newspaper ads: “Uneeda.” The next day, the ad would read “Uneeda biscuit.” The following day it would read: “Do you know Uneeda biscuit?” And next: “Of Course Uneeda
biscuit.” The Nabisco campaign was a smashing success. It was followed by Fig Newton, Animal Crackers, Lorna Doone and the Oreo.
The British had a low opinion of American hucksterism. One pundit wrote that Brits “have not yet learned to sacrifice all that should be dear and honorable to humanity.” And yet, the public was just as susceptible. Take Thomas Lipton’s campaigns.
had.