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3000 B.C. - ancient Babylon, shop owners hung signs. U.S: early 1800s -- first ad agencies ... Sell soap on soap operas. Slogans. No More Tears (Johnson & Johnson) ...

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PowerPoint Slideshow about 'Advertising' - Kelvin_Ajay


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advertising

Advertising

and Commercial Culture

our increasingly sponsored lives
Our increasingly sponsored lives
  • David Foster Wallace’s Infinite Jest
  • College football bowl games:
our increasingly sponsored lives3
Our increasingly sponsored lives
  • David Foster Wallace’s Infinite Jest
  • College football bowl games:
    • Nokia Sugar Bowl
    • Tostitos Fiesta Bowl
    • Fed Ex Orange Bowl
    • Chick-fil-A Peach Bowl
our increasingly sponsored lives5
Our increasingly sponsored lives
  • Sports facilities:
    • Coors Field (Denver)
    • United Center (Chicago)
    • Fleet Center (Boston)
    • Bank One Ballpark (Arizona)
    • McLeod Arena
our increasingly sponsored lives6
Our increasingly sponsored lives

Where have you seen ads lately?

slide7
TV: 1 hour prime time TV
  • 1988: 10:17 ads
  • 1998: 15:40 ads
  • 2004: 16:27
  • 2005: 17:00
  • 2007:
advertising history
Advertising History
  • 3000 B.C. - ancient Babylon, shop owners hung signs
  • U.S: early 1800s -- first ad agencies were space brokers. Bought newspaper space and resold it.
  • 1875: N.W. Ayer, first modern ad agency, Philadelphia.
advertising history9
Advertising History
  • Late 1800s -- department stores and patent medicines as major advertisers.
  • Advertising invented “problems” that needed to be solved by products
    • E.g., Odor Oh No
    • AXE soap
slide10
Radio: first ad, 1922
    • Advertise to people in their living rooms
    • Targeted kids
    • Sell soap on soap operas
slide11
Slogans
    • No More Tears (Johnson & Johnson)
    • Nobody Doesn’t Like Sara Lee (Sara Lee)
    • Nothin\' says lovin\' like somethin\' from the oven (Pillsbury)
    • Once you pop, you can\'t stop! (Pringles)
    • M\'m, M\'m, Good! (Campbell\'s)
    • Quality is Job 1. (Ford)
    • Snap! Crackle! Pop! (Kellogg\'s Rice Krispies)
    • See the USA in your Chevrolet. (Chevrolet)
advertising today
Advertising Today
  • Influence of visual design:
    • 1960s-70s -- European design
    • 1980s --
advertising today13
Advertising Today
  • Influence of visual design:
    • 1960s-70s -- European design
    • 1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising
    • 1990s --
advertising today14
Advertising Today
  • Influence of visual design:
    • 1960s-70s -- European design
    • 1980s -- MTV -- changes visual style for TV ads, makes hit music part of advertising
    • 1990s -- the Internet
      • Google
      • Yahoo!
      • MSN
advertising today15
Advertising Today

Agencies

  • Mega Agencies --
    • Omnicom: $6.7 billion (21.5 %)
    • WPP Group: $4.54 billion (14.6%)
    • Interpublic: $3.65 billion (11.7 %)
    • Publicis: $2.76 billion (8.9%)
    • GOOGle: $16.6 billion
advertising today16
Advertising Today

Agencies

  • Boutique Agencies -- like Wieden & Kennedy, Digital Kitchen, Peterson Milla Hooks
advertising today17
Advertising Today
  • The Structure of Agencies
    • Market Research - VALS (SRI Business Consulting)
    • Creative Development
    • Media Selection
    • Account and Client Management
persuasive techniques
Persuasive Techniques
  • Famous person testimonial
  • Plain folks
  • Snob appeal
  • Bandwagon effect
  • Hidden fear
  • Irritation
  • Unique selling proposition
persuasive techniques19
Persuasive Techniques
  • Association Principle -- associate product with a positive cultural image or value
  • Disassociation Corrolary
  • Liberation Marketing - product takes the language of rebellion, nonconformity
persuasive techniques20
Persuasive Techniques
  • Myth Analysis

(Claude Levi-Strauss)

    • Narrative -- tells us a story
    • Binary Opposition - conflict
    • Resolution
critical issues in advertising
Critical Issues in Advertising

1) Children and advertising

  • Influence $500 billion in spending each year
  • Advertising in Schools
    • Channel One
critical issues in advertising22
Critical Issues in Advertising

2) Health and Advertising

  • Eating Disorders
  • Tobacco
  • Alcohol
  • Prescription Drugs
    • Not advertised until 1997
    • $4.7 billion in 2005
    • FDA enforcement of misleading claims on the decline
critical issues in advertising23
Critical Issues in Advertising

Advertising and Democracy

Broadcasters earned from political ads:

1996 -$400 million

2000 -$665 million

2004 -$1.6 billion

2008: $2.5 billion

Campaign ads are about 10% of total revenue in those years. How does this affect broadcasters’ support for campaign finance reform?

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