Wednesday 7th November 2012
"Beginnings: An History of Creative Advertising" Lecture Notes
Janine Sykes
- The starting point- William Hesketh Lever (1851-1925) & James Danny founded Level Bros
Agency (1885)
- Port Sunlight- Gallery bought to house soap-workers which became a village
- Today is known as Unilever (a ubiquitus brand- Used everyday for everyday things)
- Colour printing was invented with the intention of producing publications- Invention of 3D Technology and Photography
Pre-Packaging (1860's)
- Cereal companies mechanical ensemble (Kelloggs)
- Soap was sold in long bars- Lever first produced it's pre-packaged soap adding brand value through
packaging
Advertising Boom
-Tax cuts on Newspapers/ Magazines and the Press -Allowed Advertising to come to it's aid
- Adverts and Papers need each other to exist (Co-Existing)
- Need of this relationship highlighted in the recent News Of the World Abandonment of Advertisers
1890's- Contemporary paintings could be reproduced due to technological progress and colour printing
- The Integration of Art & Technology
Lever Bros= 1st Multinational in the World - WHY WAS IT SO SUCCESSFUL?
- Contemporary paintings used in thier advertising
- Used in sunlight soap adverts with copy 'So Clean' tagline
- Usually had women or children with white linen or delicate materials
- Children signified Joy, Blessings, Purity, Innocence and Life
Example:
"Dress Rehearsal" Advertisement (1888)
- Subject Matter implies dress has been worn by generations within the family
- (passing down of beauty secrets from generation to generation)
- Emotive Strategy of Subject Matter
- "As Good As New" tagline to suggest that it has been washed with the brand so it is like brand new
- Selecting Contemporary works that powerfully communicated a desired message
- Interesting and Innovative
- Spectacle and Entertainment
-Simple Endlines that changes the meaning of the image to the advetrtisers advantage
Birth of the Creative Agency
- Previously, in 19th century Britain, the Client would create the content of the advert
- Agencies instead would sell newspaper space for the ads
- In 20th/21st Century, Agencies began to offer a creative service to make more money
Product Placement:
- "The Wedding Morning" Advertisement- Soap replaces the original image of a cup and a clock
- To encourage the idea of Brand Loyalty through the generations
First Global Campaign for Sunlight Soap
- £2 million invested in thwe promotion of the soap in the first 20 years
- Innovative Events used to advertise the Soap
- 1889 Washing Competition welcomed large crowds to see a mass demonstration
of the product
- Welcomed large crowds tohave a banquet and day out (Big Campaign in itself)
- Royal Endorsement from 1892 (Democratisation)
- Wrapper Promotions (1903) ofeering free soap or free gifts in return of wrappers
- 'Capture the Children' targetting mothers to buy product
- Mothers and Housewives became the Target Market/ Audience
- Improves Quality of Life for Working Class
- Allows for more quality time for Romance (Emotive Strategy)
Lever sponsered Slavery in Africa- Use of Palm Oil in Dove Products and Tropical Climate Imagery in Adverts
1st Worldwide ECD
- Enocuraged Creative Collaboration but Lever would oversee the overall advertisement
- Constantly researching and studying advertising
- International Expertise was sough for within the company
- Would record everything as Journals or Blogs
- First Ambient (In Situe Advertisement)included Train Doors
- Avoidance of Left Wing Newspapers - Placement was considered
"Advocated truth in advertisement is an asset; falsehood in advertising is a liability"
- Lewis (2008)
World Domination
- Uses Different Agencies Worldwide
- Domestic and Imperial Markets - Britishness suited all
- Royal, National and Impirial Imagery - To Civilise (Commodity aided by Soap)
- Wash and Cloth the Native
- Cleanse the Working Class
Lynx:
- Advertisers persuade consumers of thier hygiene problems
- High Feeling Strategy Used
Discrepency Theory (Psychology of Advertising)
- 2 ways of seeing yourself: The actual Self & Ideal Image of Self
- Widespread psychology of all consumers
- Use of celebrity in Adverts uses this theory to encourage others to buy
Critics of the Advertsing Boom:
- Heavily and Highliy criticised during the Inter-war years by Left-Wing critics
- They were appaulled by the products of capitalism and mechanisation
Supporters of the Boom:
- Economic Liberals supported the Boom
- Good trade relations helped reduce conflict
- Creates more jobs
- Consumerism, Consuption and Commerce helps improve the well-being of the individual
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