A Look At Advertising

“It is mass communication an advertiser pays for in order to convince a certain segment of the public to adopt ideas or take actions of benefit to the advertiser. “ (Reader’s Companion to Advertising)

What exactly is advertising?

The purpose of early advertising was to introduce new products, give consumers new ideas for product uses and to create brand loyalty (Coca-Cola).

Notice the examples that follow in the timeline and the styles used….

How has advertising changed through the years?

A brief timeline…• 1841 - Volney B. Palmer opens the first American

advertising agency, in Philadelphia

• 1852 - First advertisement for Smith Brother's Cough

Candy (drops) appears • 1861 - There are twenty advertising agencies in New York City

• 1860s - Advertising begins to appear in nationally distributed monthly magazines.

•1877 - The Washington Post newspaper begins publication with a circulation of 10,000, costing 3 cents a paper. •1878 - Thomas Edison secures basic patent for a phonograph machine.

•1870s - In response to the high volume of outdoor advertising (including posters and signs painted on rocks, buildings and barns) in cities and rural areas, several states begin to impose limitations to protect natural scenery from sign painters.

•1886 - Coca-Cola is invented in Atlanta, Georgia by Dr. John S. Pemberton. Pemberton's bookkeeper, Frank Robinson, penned the name Coca-Cola in the flowing script that is still used in advertising today. •1905 - The American Tobacco Company acquires R.A. Patterson's Lucky Strike Company. •1905 - Comedians Fatty Arbuckle and Harry Bulget, along with actor John Mason, become the first popular entertainers to appear in cigarette advertisements when they sing the praises (in print) of Murad Cigarettes.

1917 - A massive advertising campaign for Lucky Strike tobacco gets underway, employing the slogan "It's Toasted."

Outdoor ads

Notice all the text in this flyer from 1902

What are the similarities between this 1925 ad and the 1902 ad?

Examine these two early Kodak ads.

Which is most effective? Why? Do they both have advertising value? Explain….

Coca Cola Company was one of the first companies to use advertising and use it well.

Here are some early Coke ads. What are themes you notice? What are styles you see in the different time periods?

1904 1905 1935

1942

                                               

Along the Highway to Anywhere

1949

Coke moves ahead…..Look at these 1960’s-1980’s. What differences do you notice? Which do you like best? Why?

1963

1969

1975

1978

1982

1993

Coke is a leader and innovator…

• Coke’s first TV ad was in 1950

• Coke struggled in the 1950’s with TV ads

• During the 1960’s, Coke had a great deal of success with the “Things Go Better With Coke” campaign.

During the turbulent ’70’s, Coke turned toward the positive with ads featuring “Look Up, America” and feel good ads like those featuring Mean Joe Green. These ads were very successful and popular.

Coke mixed things up in the 90’s and turned to polar bears to help. The polar bears were in six commercials and also were

popular with consumers.

Source Page

http://lcweb2.loc.gov/ammem/award98/ncdhtml/eaahome.html

http://lcweb2.loc.gov/ammem/ccmphtml/colahome.html

http://scriptorium.lib.duke.edu/eaa/kodak.html

http://scriptorium.lib.duke.edu/eaa/printlit.html

http://scriptorium.lib.duke.edu/eaa/maxwell.html

college.hmco.com/history/readerscomp/ rcah/html/ah_001400_advertising.htm –