Download Four Creative Philosophies in Advertising: Reeves, Burnett, Ogilvy, and Bernbach - Prof. L and more Study notes Banking Law and Practice in PDF only on Docsity! ADV315: History and Development of Advertising Oct. 29, 2010 Lecture guide Four Creative Philosophies 1. Rosser Reeves: “The consumer tends to remember just one thing from an advertisement – one strong claim, or one strong concept.” Unique Selling Proposition: o Advertisement must make a proposition to the consumer: "Buy this product, and you will get this specific benefit." o Proposition must be unique – one that the competition either cannot, or does not, offer o Proposition must be strong enough to move the mass consumers, i.e., convert new customers to your product Hard sell ads were repetitive, unpleasant, intrusive and successful o 1945: $16 million in annual billings o 1960: $130 million in annual billings Anacin o In 18 months sales increased three-fold from $18 million to $54 million 2. Leo Burnett Stressed the inherent drama of the product = o “Identify the thing about that product that keeps it in the marketplace… capturing that, and then taking that thing – whatever it is – and making the thing itself arresting.” Burnett moved the image to center stage o Visual eloquence: o Appealed to: o Based on Walter Lippmann and his Public Opinion (1922) Pictures are "the surest way of conveying an idea. A leader or an interest that can make itself master of current symbols is master of the current situation." Early Campaigns: o 1940: o 1949: Other campaigns: o o o o Advertising Icons: Chicago School of Advertising o "Share of market" could only be built on "share of mind" o Visual triggers o Subconscious acceptance o Mid-American homeyness rather than eastern sophistication "Sodbusting corniness" = o Reflect the American values Marlboro Man: o Studies indicated o Marlboro Man conveys: 3. David Ogilvy The Pope of advertising Fusion of Purpose of advertising was to sell the product o "Never forget: advertising is about selling.” o Similarities with Rosser Reeves: “The consumer isn’t a moron; she is your wife.” o “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product” Branding: o Soft sell o “Story appeal.” o Followed the basic rules of advertising: Campaigns: o American Express, Sears, Ford, Shell, Barbie, Pond's, Dove, and Maxwell House o Schweppes (1953) o Rolls Royce “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock Importance of
