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Advertising

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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Advertising

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  1. Advertising and Commercial Culture

  2. Our increasingly sponsored lives • David Foster Wallace’s Infinite Jest • College football bowl games:

  3. 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

  4. Our increasingly sponsored lives • Sports facilities:

  5. Our increasingly sponsored lives • Sports facilities: • Coors Field (Denver) • United Center (Chicago) • Fleet Center (Boston) • Bank One Ballpark (Arizona) • McLeod Arena

  6. Our increasingly sponsored lives Where have you seen ads lately?

  7. TV: 1 hour prime time TV • 1988: 10:17 ads • 1998: 15:40 ads • 2004: 16:27 • 2005: 17:00 • 2007:

  8. 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.

  9. 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

  10. Radio: first ad, 1922 • Advertise to people in their living rooms • Targeted kids • Sell soap on soap operas

  11. 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)

  12. Advertising Today • Influence of visual design: • 1960s-70s -- European design • 1980s --

  13. 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 --

  14. 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

  15. 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

  16. Advertising Today Agencies • Boutique Agencies -- like Wieden & Kennedy, Digital Kitchen, Peterson Milla Hooks

  17. Advertising Today • The Structure of Agencies • Market Research - VALS (SRI Business Consulting) • Creative Development • Media Selection • Account and Client Management

  18. Persuasive Techniques • Famous person testimonial • Plain folks • Snob appeal • Bandwagon effect • Hidden fear • Irritation • Unique selling proposition

  19. Persuasive Techniques • Association Principle -- associate product with a positive cultural image or value • Disassociation Corrolary • Liberation Marketing - product takes the language of rebellion, nonconformity

  20. Persuasive Techniques • Myth Analysis (Claude Levi-Strauss) • Narrative -- tells us a story • Binary Opposition - conflict • Resolution

  21. Critical Issues in Advertising 1) Children and advertising • Influence $500 billion in spending each year • Advertising in Schools • Channel One

  22. 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

  23. 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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