Download Advertising History: Progressive Era to Research-Based Rise - Prof. Lucinda J. Atkinson and more Study notes Banking Law and Practice in PDF only on Docsity! Virginia Albert History and Development of Advertising—Lecture Notes 9/16/10 The Progressive Era -Modern advertising agency -professionalism -hard sell vs. soft sell PT Barnum used puffery, not deception Newspapers were not a common medium for patent medicine advertising The pure food and drug act required all ingredients to be labeled Pre-industrial age all of techniques were used Recap… -Emergence of advertising agency (Palmer was first example) -aligned with newspapers -self-interest (agents were), corruption, lack of transparency -Professionalization of advertising -Open contract -Natural advertising campaign -honest copywriting John E. Power’s Legacy John E. Powers -Fine writing is offensive (truthful, honest, straightforward advertising that spoke honestly to consumer) -“We have a lot of rotten gossamers and things we want to get rid of.” (ad like that was honest and moved product off shelf) -“They’re not as good as they look, but they’re good enough.” (25 cents) Neckties -key proponent of Truthful advertising—fix store if not truthful Rigid Style -didn’t veer from truthful copy with very plain words, Wannamaker became frustrated with him and fired him. Freelance copywriter -made 100 dollars a day (unheard of to make that much money and to be a freelance) honestly helped give credibility to industry Charles Austin Bates -Straightfoward copy, short career in less than a decade, exposed to printed word from young age, bought Indianapolis leader, read that powers was making 10,000 a year working for Wannamaker. Inspired by powers. Sold ads to laundry. Moved to new york in 1893. Worked way into column at printer’s inc and from position would comment on advertising campaigns. Passed judgment on advertising campaigns. People wanted him! Made 20,000 a year within 2 years of opening first agency. Published 8 books. Approached advertising with pragmatic, straight approach. Saw as business news. Differed from powers: 1. Bates saw consumers as unintelligent. “Advertisers should never forget that they are addressing stupid people.” -put importance on visuals believed there was a place for art, first agency to put art department on agency. Sold own patent medicine: laxacola, but couldn’t sell own patent medicine Advertising at the end of the century From the end of the civil war to 1900: -Ad volume 50 million to 500 million -Ad expenditure as a percentage of GNP 0.7% to 3.2% -Biggest agency was N. W. Ayer -160 employees -placed 2 million in advertising annually -“It appears to me that our enterprising American advertising has about reached its limit.” -people thought advertising had reached max capacity –William Dean Howles Progressive Era -1900 to War W 1 -Rapid industrialization U.S. leaves Britain in its dust! US is 40% of world’s output. Whole bunch of industry taking place in US -Immigration Immigrants come from N. and S. Europe -Superiority of science and technology Can move forward because of science, trust science -Inventions and Developments -Cars, public sanitation, electricity, skyscrapers, elevators, escalators, telephone -society obsessed w/ this stuff: health and cleanly living, proper sewerage, clean streets -inventions were prevalent everywhere. In 1900 only 15% of families had water, expands to 99% in 1970 Rapid industrializationsocial and economic -Racism
