final lectures

final lectures - March 12, 2008 The Postwar Boom, 1945-1960...

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Unformatted text preview: March 12, 2008 The Postwar Boom, 1945-1960 Launching the Great Boom- Catching up o Reconversion chaos Better part of a decade in a depression, next 4, 5+ years at war/preparing for war. The war ended more quickly than people had expected. o Assembly line neighborhoods Important to us: have to buy more stuff when you move out. Stock of available homes limited because of the war Have the money and desire, but not the supply Levittown William Levitt: a contractor from Long Island Pre-fabricated housing Assemble basic part of the house elsewhere, truck to site, put it up there. Suburban housing tracts of basic cookie cutter homes A prized target market Need to buy more stuff, advertisers take more notice- An expanding economy o Excitement about big business o Moderating the goals of labor Minorities and Gis o Enjoying prosperity Find it, buy it, enjoy it o Maintaining prosperity Keeping up with the Joneses- Buying a lifestyle o Credit cards Diners Club- Frank McNamara o Instant gratification Not limited by cash or location o Easing credit policies Gov is encouraging people to take on a little more debt.- Planned obsolescence o Used and Second best o Limited product lifespan Relatively regular purchasing cycle Cars Expansion to other products Promotion of the new - Reinforcing conformity o Marriage o Preventing communism o Religion o Family value o Emphasizing science and research o Ads Quantitative rather than qualitative Brought to you by- TV advertising o Radio experience o Demand for TV FTC stops granting TV licenses for 4 years Allows networks that controlled radio to control TV (NBC, CBS, etc). o Expanding advertising interest A common language- Televising the American dream o Success and prosperity o Reviving confidence Previous 25 years- Re-education of the public o Spending, not saving- The American Dream o Economic, social and political aspects- Reaching new consumers o The baby boom Directing ads at children Recognizing the importance of children in the home as an influencer. Research on children Childrens programming o Regulations and guidelines None!- Whos in control here? o Structure from radio Sponsorship Advertising agencies o Growing network power Multiple sponsorships Scandals- Impact of radio o The top 40 format o A specialized medium Conclusion- Unprecedented agency growth- Conformity and sameness o Ridicule and satire- A change is gonna come o Creativity, race, and gender March 24, 2008 A Change is Gonna Come: Advertisings Creative Revolution Towards a Revolution- Hard sell and the 1950s o Rosser Reeves Unique Selling Proposition (USP) Exec at Ted Bates and Co Advertising is not entertainment, it is to sell things as best we can and in whatever way is most effective. Grab and hold the readers attention....
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final lectures - March 12, 2008 The Postwar Boom, 1945-1960...

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