- Key points of the historical narrative presented
- The contexts (historical, political, economic, etc) in which modern advertising emerged in the uk
- Aspects of advertising strategy
- Linked to the lecture Social Media and Communication that looks at the impact of New Media
- The importance of soap
The Plot:
- large-scale colour printing technology developed in the 19 century.
- This led to the soup ads for Lever brothers
- These ads and the strategy incited by Lever points towards creative advertising giants called Bernbach (DDB) and Hegarty (BBH).
- Bernbach founded a very influential agency in the mid 50s in New York the agency is called Doyle Dane Bernbach.
- Sunlight vision
- Advertising is essential and promotes growth
- Pre-packaging was introduced in 1860s
- First one to use this printing and folding method was Kellogg's
- Adds brand value through advertising
- Abolishment of taxes on newspapers
- Progress with reproduction and printing methods in 1880s caused further booms
- 1890s technology enabled contemporary paintings to be reproduced
- Aspirational images used in soap advert
- Advertising transformed soap manufacture in local areas 1885 to become one of the worlds first multinationals
- Use of child as a sign
- Infant mortality rate high at the time
- Very popular subject
- Signified joy, blessing, purity
- George Dunlop Leslie works bought often to be used in adverts- linked to Alice in Wonderland
- Emotional strategy
- Strategy enhanced by image style
- Selecting and presenting contemporary art works- communicated more powerfully a desired message
- Reproduced for the masses
- Use of colour in imagery- provided entertainment/ spectacle
- Other ads just text based at the time
- Message was told in an interesting and innovative way
- Imagery provided a spectacle and entertainment, especially for working classes to whom it was usually aimed at
- By adding simple endlines, Lever managed to change the meanings of images to his advantage.
- Distinct from other advertising that had gone before.
- Encouraged consumers to collect vouchers and save for prints of the ads.
- Brand loyalty
- Lever bros one of first to introduce innovative advertising events- open to involvement from everyone
- Royal endorsement in 1892
- Soap makers to Queen Victoria
- Democratization
- Lever used different international agencies in the 20th century
- Imperial mission- civilize rest of world
- Empire celebrate as part of working class
- Sanitary achievements- adverts to persuade consumers about hygiene
- High feeling strategy
- Discrepancy theory widespread
- Between self and ideal image- differences
- Celebrity endorsements
- Unilever's still a sponsor of contemporary art today
- 1920s and 30s began criticisms- products of capitalism and mechanism
Fundamentals of honest business,
will continue to advance humanity to brotherhood…honesty in advertising …is a
cardinal principle in your country and in mine…the advertiser…is building for
those who follow after him. It should be the same with nations’
Leverhulme NY (1923)
Here is a nice virtual history of advertising I found online.
Here is a site i Looked at on Advertising Techniques:
No comments:
Post a Comment