Emulation Appeal, Undoing Anxieties - Notes | ADV 315, Study notes of Banking Law and Practice

Download Emulation Appeal, Undoing Anxieties - Notes | ADV 315 and more Study notes Banking Law and Practice in PDF only on Docsity! Virginia Albert 10/6/10 History and Development of Advertising Emulation Appeal -Fleischmann’s yeast -decline in home baking during prohibition -rebranded as a source of vitamins or cure for constipation -originally man-on-the street testimonials, then medical doctors Women in advertising -Who orchestrated campaigns? Double edged sword—women were ones targeted but not ones actually creating the campaigns Women were largely missing in ad agencies -Resor and a few others were exception -view of women that assumed their common goals were staying young, being alluring and finding (and keeping) a husband -fact that vast majority of ads were put out by men perpetuates sexism towards women—women were seen as shallow Or does it? -focusing on women as consumers gives them voices -democratization of the market (women were of different classes, different backgrounds) -paved the way for loosening of social restrictions (women are portrayed, do reflect some degree changing social norms) Appeals Contemporary uses of these approaches -Fear appeals used in anti-drug PSAs -sex used to sell everything from perfume and cars to hamburgers/beer -emulation used in makeup, fashion celebrity endorsements are commonplace Confidence at Work: “How to Ask for a Raise” 2nd is how to make breakfast… 1st is douching???? Celebrity Endorsements: Trump Steaks Heidi (Klum)’s fruit flirttion Young Joc (rap snacks)—honey dew flavored cheese curls “reading is fundamental” Mr. T’s cereal Sylvester Stallone—High Protein Pudding Smokey Robinson’s potroast Advertising is about selling anxiety Undoing anxieties -Dove’s campaign for real beauty and self-esteem fund women are real and appear to be normal paradigm-Unilever owns Axe, Dove, and Slimfast under same umbrella, products sold that seek to perpetuate anxieties Small consumer goods are a useful prism through to which to explore the role of advertising: Does it create the desire for these commodities? OR, does adv. Respond to inarticulate longings? Case Study: Cigarettes Cigarettes are one of biggest success stories of advertising. Originally, undesirable n 1910’s. after WW1 changed dramatically. -Advertising has been credited with selling Americans on the cigarette habit POST WW1 Doubled production in 6 years -Milder, more tolerable (and addictive) blends -cigarette rations during the war Advertising cigarettes: -RJ Reynolds and Camel (became 1st) -George Washington Hill and Lucky Strike (wanted to fight against Camel) -Hill hired Lord and Thomas to win the cigarette war -Spent more than 10 million dollars on advertising (1/4 of L&T’s whole revenue) -and targeted women as a means of doubling the market Case Study: Cigarettes -cautious approach -use of celebrities: -movie stars, musicians -appealed to female concerns don’t reach for candy, reach for a lucky strike. paid off: 1923: 5% of women smoked 1933: 18% of women smoked -legend is that advertising worked! Did it work though..? -Women smoked before advertisers started appealing to them -women worked during the war -cigarette was a mark of interdependence, advented (easy to get)