Transcript A Look At Advertising

A Look At Advertising
What exactly is
advertising?
“It is mass communication an advertiser pays for
in order to convince a certain segment of the
public to adopt ideas or take actions of benefit to
the advertiser. “ (Reader’s Companion to Advertising)
The purpose of early advertising was to
introduce new products, give consumers
new ideas for product uses and to create
brand loyalty (Coca-Cola).
Notice the examples that follow in
the timeline and the styles used….
How has advertising changed
through the years?
A brief timeline…
• 1841 - Volney B. Palmer opens the first American
advertising agency, in Philadelphia
• 1852 - First advertisement for Smith Brother's Cough
Candy (drops) appears
• 1861 - There are twenty advertising agencies in
New York City
• 1860s - Advertising begins to appear in nationally distributed
monthly magazines.
•1877 - The Washington Post newspaper begins
publication with a circulation of 10,000, costing 3 cents a
paper.
•1878 - Thomas Edison secures basic patent for a
phonograph machine.
•1870s - In response to the high volume of outdoor
advertising (including posters and signs painted on rocks,
buildings and barns) in cities and rural areas, several
states begin to impose limitations to protect natural
scenery from sign painters.
•1886 - Coca-Cola is invented in Atlanta, Georgia by Dr.
John S. Pemberton. Pemberton's bookkeeper, Frank
Robinson, penned the name Coca-Cola in the flowing script
that is still used in advertising today.
•1905 - The American Tobacco Company acquires R.A.
Patterson's Lucky Strike Company.
•1905 - Comedians Fatty Arbuckle and Harry Bulget,
along with actor John Mason, become the first popular
entertainers to appear in cigarette advertisements when
they sing the praises (in print) of Murad Cigarettes.
Outdoor ads
1917 - A massive advertising campaign for Lucky
Strike tobacco gets underway, employing the
slogan "It's Toasted."
Notice all the text in
this flyer from 1902
What are the
similarities between
this 1925 ad and the
1902 ad?
Examine these two early Kodak
ads.
Which is most effective? Why?
Do they both have advertising
value? Explain….
Coca Cola Company was one of the first
companies to use advertising and use it well.
Here are some early Coke ads.
What are themes you notice? What
are styles you see in the different
time periods?
1904
1905
1949
Along the Highway to Anywhere
1935
1942
Coke moves ahead…..
Look at these 1960’s1980’s. What differences do
you notice? Which do you
like best? Why?
1982
1969
1963
1978
1975
1993
Coke is a leader and innovator…
• Coke’s first TV ad was in 1950
• Coke struggled in the 1950’s with TV ads
• During the 1960’s, Coke had a great deal
of success with the “Things Go Better With
Coke” campaign.
During the turbulent ’70’s, Coke turned toward the positive
with ads featuring “Look Up, America” and feel good ads like
those featuring Mean Joe Green. These ads were very
successful and popular.
Coke mixed things up in the
90’s and turned to polar
bears to help. The polar
bears were in six
commercials and also were
popular with consumers.
Source Page
http://lcweb2.loc.gov/ammem/award98/ncdhtml/eaahome.html
http://lcweb2.loc.gov/ammem/ccmphtml/colahome.html
http://scriptorium.lib.duke.edu/eaa/kodak.html
http://scriptorium.lib.duke.edu/eaa/printlit.html
http://scriptorium.lib.duke.edu/eaa/maxwell.html
college.hmco.com/history/readerscomp/ rcah/html/ah_001400_advertising.htm –