Transcript 1920s Advertisements

The Birth of Consumerism
• Using new techniques and psychological
research, advertisers able to sell more
products to more Americans
• Ads focused on the desires and fears of
Americans more than needs
• Advertisers celebrated consumption; be the
person you wanted to be just by buying the
right product!
Marketing Techniques
–
Bandwagon – Everyone who is anyone is buying
this product; don’t be the only one without it!
Don’t be left out!
–
Testimonial – Important, well-known, and/or
apparently “qualified” people testify that they
use the product and so should you.
–
Statistics – Facts and figures are used to
impress a consumer, even if the statistics are
manipulated and/or have little or no meaning.
–
Sensory Appeal – Sounds or pictures that
appeal to the senses are featured to promote the
product.
Marketing Techniques
– Humor – People tend to remember an
advertisement if it makes them laugh (or feel
good) and may purchase a product due to the
positive association with it.
– Transfer – Pop-culture celebrities, famous
athletes, beautiful people and/or other “icons” are
linked with products. Advertisers hope
consumers will transfer “star” qualities to the
product (and to themselves) by purchasing the
item.
– Nostalgia – Plain-folks, preferring back-tonature, just the way grandma used to make it,
back in the good old days; simple.
Examine the Ads
For each advertisement…
– What technique(s) are used?
– What are the implications?
– Why (why not) is the ad
effective?