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Sell and Spin.docx

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University of Texas at Austin
ADV 318J
Gary Wilcox

Sell and Spin: The History of Advertising Advertising: Dating from 1400s derived from ADVERTISEN meaning "to notify" •A way to get to people's subconscious and unconscious. •Works under the illusion that its directed just to self •Each day average person is exposed to up to 3000 ads Coke: Second most recognized word: Coca-cola o Same thing as religions: moving a series of images through culture. Promising pleasure in this world. Nothing more powerful. Leo Burnett: The right icon can sell almost anything to anybody. Selling through characters rather than product. Marlboro: First targeted to women but after a few decades, turned attention to men and came up with manly character. (Come to where the flavor is, come to Marlboro country) Targeted to war veterans trying to "escape" Product Fail: Ford's Ethsel car. Was advertised SO much that no one wanted anythig to do with it/ It was a really ugly car. No matter how much advertisng, the product still has to be good. History: •pictures lableing placces. •Then "criers" people singing with musicians: first commercials. •Because people illiterate, they needed pictures to show what was what. •Guetenberg Press: Set in motion printing revolution throughout europe. First printed ad was of books and their availability. o Soon tobacco, and tea started advertising. •Newspaper: first medium of advertising. Because they were "mass media" Considered "announcments" •Benjamin Franklin: first to use illustrations in advertisments to "catch eye of consumer" •Many Newspapers didn’t want to give into commercialism so they didn't want to have ads in their newspapers. •Creative way to get attention in newspapers: repeat and repat and repeat same message. •Volni B. Palner: created new industry: the advertising agency o Agent of newspapers, recruiting advertisments from buissnesses and getting them in the paper. Only placed the ads, didn't create them. •Magazines. o Cyrus Curtis. The ladies Journal: Had fashion and stuff that appealed to women, but ultimatley an outlet for ads. •Branding. Transforming the "burnt" brand to the product (like oreo) into its name. to make people want a "particular" brand. o Lydia Pinkham's Medicine. Roots herbs and alcohol. Everyone trusted her image, brand and ads. But when they stopped advertising, their sales dropped. When bringing back advertisments, sales went up. The more you advertise, the more you sell. o **** actually made advertisments. o Uneeda Bisuit: had a familiar face, name and brand. Success story • Cloaud Hopkins: "Reason why" to buy product o Shlitz "steam cleaned" bottles. Everyone did it, but Shlitz claimed it. • "Need to be clean" was created by advertisers. o Germs would exist where dirtyness was to sell soap and deoderant. o Listerine invented the disease of Halitoses. Threatening not to get jobs or wives. • Signs: o Hollywood: Was origionally called "Hollywood Land" and was part of a realistate developer sign. o P.T Barnum: father of advertising. Understood that before selling rpoduct, you needed to catch attention. o City buildings to rural barns. o First ad on plane: Vin-fiz. (Reason why plane: b
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