Early%2BAdvertising%2BHistory10

Early%2BAdvertising%2BHistory10 - Early Advertising History...

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Unformatted text preview: Early Advertising History Early History: 1850­1920 History: From work to leisure, From industrial society to consumer society. Ads: Rational argument to suggestion. From Information to Transformation. to Not about people using goods (utility), but Not becoming new and different people through those goods. Pre­industrial advertising Pre­industrial advertising carved signs, painted shop fronts, barkers. Printing press Printing press most important development in history of advertising. Pre­industrial advertising Pre­industrial advertising handbills, posters, trading cards, newspapers. First Ad in US Civil War Civil War 1st national ad campaign Other Results of Civil War Other Results of Civil War Mass production (canned goods, uniforms) Women become consumers Gilded Age (1865-1900) 3 major developments. 1) Media communication. magazines, newspapers, telegraph, telephones Gilded Age (1865-1900) 3 major developments. 2) Catalogs. Gilded Age (1865-1900) 3) Department Stores. Industrial Revolution Industrial Revolution *Mass production replaces household production. From bulk to packaged goods. Gilded Age Techniques Hardsell. Hyperbole, attention-grabbing, repetition Personalization, humanization, authority. Authenticity: "Accept no substitutes", Genuine. Hard­sell Repetition, Slogans Authenticity Authenticity Personalization . . Creating distinctions among Creating distinctions among products: Trust . Association/Authority Association/Authority One of the first TMs Religious figures Failed brand: Ivory “baby” Failed brand: Ivory Summary Summary Ads at this time are still Product­ focused. Early 20th century Rise of the Consumer Rise of the Consumer Culture Changes in Values Changes in Values From Good Product to Good Life. From Guide to Goods to Guide to Life. Consumption involves Consumption involves training From work hard to save, to work hard to spend. Progressive Age (1900­ Progressive Age (1900­ 1920) Disintegration of tradition. Age of uncertainty, insecurity, uprootedness. Progressive Age (1900­ Progressive Age (1900­ 1920) Agencies. From selling space to writing copy, design. Symbol creators Progressive Age (1900­1920) Progressive Age (1900­1920) Appeals: Soft Sell “Reason­why” (Benefits of product) Progressive Age (1900­ Progressive Age (1900­ 1920) Appeals: Aesthetic Progressive Age (1900­1920) Progressive Age (1900­1920) Appeals: Atmosphere Progressive Age (1900­1920) Progressive Age (1900­1920) Appeals: Sex. Slogans. Progressive Age (1900­ Progressive Age (1900­ 1920) • Science and Health. Patent Medicine/drinks Advice­oriented Health and Wellness Health and Wellness Health and Wellness Health and Wellness Health Health and Wellness Gyms and Health Spaces Gyms and Health Spaces “Medicine” Health and Wellness Health and Wellness Beer as Health Drink Beer as Health Drink Transforming the Self Transforming the Self Beyond satisfaction of needs. Consumption linked to personal transformation. Transforming the Self Transforming the Self Selfhood became lifetime task for individuals. Good Life: not accumulation of goods, but constant advancement and improvement (through goods). World War I World War I Advertising works! Recruitment Support cause, buy bonds, home conservation. Psychology ...
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This note was uploaded on 10/26/2011 for the course JOURNALISM 567:274 taught by Professor Braitich during the Fall '10 term at Rutgers.

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