Download Evolution of Political & Commercial Ads: Eisenhower to Creative Revolution - Prof. Lucinda and more Study notes Banking Law and Practice in PDF only on Docsity! 1952: “Einsenhower Answers America” Rosser Reeves Research TV spots - USP Cost Airings 1964: “daisy” LBJ v. Goldwater DDB o Team of 40 supporters o Personal Cause “Daisy” o Ran once but became a news story o Spinning Goldwater as a war monger Results o Victory o Remorse Legacy of Political Ads “Television is no gimmick, and nobody will ever be elected to major office again without presenting themselves well on it.” -Television producer and Bixon campaign consultant Roger Ailes, 1968 Positive or Negative? -1988: Bush v. Dukakis (negative) o Willie Horton -1984: Reagan v. Mondale (positive) o “It’s morning again in America” Negative Ads: -More memorable, more educational, more mobilizing But can alienate and offend Creative Revolution What is it? - Information vs. inspiration - Minimalism - Humor, wit, elegance - Participatory - Organizationally: free, cooperative - Hip consumerism and mass society critique DDB and VW Beetle -antiadvertising o VW campaign was “first time the advertiser ever talked to the consumer as though he was a grown up instead of a baby” Jerry Mall, innovative agencies that sold creativity to clients Emulated Doyle Dane Bernbach (DdB) style -creative teams Risk-taking, witty humor Many launched by former DDB creatives Papert Koenig Lois “the shot heard round the world” rum commercial The Xerox commercial Avis campaign “we try harded we’re number two” Maypo (cereal) used famous athletes “I want my mapo” Lestoil Carl Ally, Inc Worked with PKL for a year, quit to do the Volvo account Rebuttle for Hertz vs Avis Wells Rich Greene Started at DDB, started own agency 1st women to found, own, and run her own agency 1969 making a quarter of a million dollars Plop plop, fizz fizz I cant believe I ate the whole thing I love new York Trust the midas touch At ford, quality is Job 1 Flick your Bic Raise your hand if you’re sure Friends don’t let friends drive drunk I cant believe I ate the whole thing Agency Diversity Creative revolution: push for equal representation in agencies and advertisements Dominated by whites Small Jewish influence, especially in new York 1960s: -diversity = Jewish copywriters and Italian art directors -“It doesn’t hurt to be born Italian or Jewish in the streets if New York City. You cant buy the experience. The copywriter is in disgrace today is he was born in the suburb of boston, of a fairly well-to-do family” (Jerry Della Femina) Blacks: Limited presence in agencies: -limited to selling black products to black consumers through black media
