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Advertising
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Does advertising belong in a
school of journalism?
How does advertising differ from
public relations?
Does advertising sway consumer
behavior?
- The typical person sees 250 advertisements a
day
- Ads are everywhere -- besides on television,
radio, newspapers, magazines, movies and the Net.
- People have been advertising things since at
least the 15th century
- In America, Benjamin Franklin was one of the
first to sell advertising space in his Philadelphia
Gazette. Up until the Civil War, most advertising was very
local.
- After the end of the Civil War, the beginning
of the Industrial Revolution, and the development of the
telegraph, advertising began to expand. Manufacturers needed
larger markets for their goods.The first advertising agency opened
in 1849.
- Magazines were the first medium for national
advertising, and by 1900, magazines were financially supported by
their advertisers, rather than their readers.
- By 1900 big name advertising agencies were
already in full swing -- agencies such as J.Walter Thompson,
William Esty, and Lord & Thomas. The advertising industry
began to regulate itself, in response to public outcry over the
abuses of patent medicine advertisers, to the muckrakers who
critically examined many of the country's biggest institutions,
and to the creation of the FTC.
- The first radio ad was broadcast on WEAF in
1922 -- it cost $50 for a 10 minute spot advertising Long Island
brownstone apartments. The ad business soon became show business.
(The Everready Hour, Proctor & Gamble soap
operas.)
- The Advertising Council was created during
World War II to promote numerous government programs, including a
campaign which sold $45 billion worth of war bonds. The Council is
still in operation today, developing public service campaigns for
nonprofit causes.
- Television then took over as the primary
advertising medium, and television comercials changed ad pitches.
Advertisers developed the unique selling proposition (USP) to
distinguish their products.
The
16-inch television
- Also, as television became more expensive, and
after the quiz show scandals of the 1950s, advertising changed
from sponsoring shows, to buying 60 second spots. These spots had
to be very creative to be remembered. Boostering brand awareness,
as well as reinforcing USPs, became increasingly
important.
- In response, the industry created the National
Advertising Review Board (NARB) to investigate consumer complaints
and complaints filed by competitors.
- As commercial time grew increasingly
expensive, networks developed the 30 second spot (two for more
than the price of one 60 second spot). Advertisers suddenly had to
compete with twice as many ads. And now 15 and 10 second spots are
increasingly common.
- These spots can cost up to $1 million and have
to stand out above all the clutter.
- There are now 6,000 ad agencies in the
U.S.They are regulated by the FTC.
Pepsi
Adbusters
Techniques of
persuasion
Ethos -- Appeals to personal prominence
and reputation
Pathos -- Appeals to emotion
Logos -- Appeals to logic
For more explanation, see the Milliken
Writing Center
Intentional imprecision
Unfinished statements (Magnavox gives you
more...)
Qualifiers (fight grime, help relieve
stress)
Connotatively loaded words (best selling
product, cherry-flavored)
