1. ADVERTISING

2. Advertising
 We typically encounter 5,000 commercial
messages a day.
 Instead of decreasing the ad clutter –
advertisers are doing more of the same in
new ways
 Nontraditional forms of advertising
 Graffiti
 Beach sculptures

3. History
 Romans used to write announcements on city
walls
 Pin up adds in the 15th century
 Shopbills – attractive, artful business cards
 1625 – the first “newsbook” containing ads
The Weekly News, was printed in England.

4. History
 Before the Civil War, advertising was small
business
 Primarily an agricultural country (the US)
 Advertising was mostly for area businesses to
encourage country-folk to come to their
shops.

5. Industrialization
 Like most other media history, the Industrial
Revolution had great impact on advertising.
 Manufacturers wanted access to larger
markets
 Railroad and telegraph enabled access to
other areas and audiences.

6. Professionalism
 Between Civil War and WWI the profession of
advertising developed rapidly.
 There were three factors that combined to
move the advertising industry to establish
professional standards and to regulate itself.

7. Factor ONE
 First was the reaction of the public and the
medical profession to the abuses of patent
medicine advertisers.
 Snake oil salesman
 Fake claims
 Tonics that were useless

8. Factor TWO
 The critical examination of most of the
country’s most important institutions, led by
muckrackers (investigative reporters).

9. Factor THREE
 In 1914, the Federal Trade Commission (FTC)
was established. Among its duties was to
monitor and regulate advertising.
 This included fairness in advertising laws
 Many advertising associations were created
at this time and mounted crusades against
gross exaggeration in advertising.

10. War Advertising
 Promotion of consumer products came to a
near halt during the war.
 The ad industry turned its collective skill
toward the war effort
 A patriotic theme was adopted.

11. War Ads

12. War Advertising Council
 1941
 Several national advertising and media
associations joined to develop the War
Advertising Council
 They worked to promote several government
campaigns.
 Best known was the campaign to promote
the sale of war bonds.

13. War Bonds
 This campaign was the largest campaign to
date for a single item
 Helped sell 800 million bonds for $45 billion
 After the war, the group renamed
(Advertising Council) and worked on public
service campaigns.
 “This message is brought to you by the Ad
Council.”

14. War Ad Council

15. USP
 Unique Selling Proposition
 Highlighting the aspect of a product that sets it
apart form other brands in the same product
category.
 M&Ms – they aren’t just chocolate candy, they
“melt in your mouth, not in your hand.”
 Brands in the same category, are PARITY
PRODUCTS (Coke, Pepsi – both soft drinks or
colas)

16. Concerns
 Some were concerned that advertising was
increasing consumer spending on products
that were not represented correctly or
accurately in ads.
 NARB – National Advertising Review Board
was created in 1971 to monitor potentially
deceptive advertising.
 They investigate consumer complaints and
complaints by advertiser’s competitors.

17. So what?
 In a capitalistic society, advertising makes sense!
 It supports our economic system
 People use ads to gather info before making
buying decisions.
 Ad revenues make possible “free” mass media
we use not only for entertainment for for
maintenance of our democracy.
 Increases national productivity…shows us all the
possible things we can spend money on, so we
work harder to get money to spend on things we
see in ads.

18. Critics
 Advertising is intrusive
 Advertising is deceptive
 Advertising exploits children
 Advertising demeans and corrupts culture
 AIDA (attention, interest, desire, action) approach
 Problems when important aspects of human
existences are reduced to the consumption of
brand-name consumer products.

19. Consumer culture
 Status and worth and identity reside not in
ourselves but in the products with which we
surround ourselves.
 Is this a bad thing?

20. Illusions of Comparison
 Think about unfinished statements
 “Lasts twice as long…”
 Easy-Off makes oven cleaning easier…”
 Easier than WHAT
 Longer than what?

21. Illusion of Comparison
 Comparative adjectives are used in ads and
their true purpose is to create a comparison
between two or more things…when the other
half is not identified, there is an illusion of
comparison.

22. Ads
 http://www.youtube.com/watch?v=OYecfV3u
bP8
 http://www.bbc.co.uk/news/world-us-
canada-11963364