ADVERTISINGADVERTISING

Early Developments Early Developments in Advertisingin AdvertisingTrademarksTrademarks

and packagingand packaging

Patent Patent medicinesmedicines

Advertising and social changeAdvertising and social change

influenced shift to consumer-driven influenced shift to consumer-driven societysociety

promoted technological advancespromoted technological advancesencouraged economic growth by encouraged economic growth by

increasing salesincreasing salesrecognized women as primary recognized women as primary

decision-makers about consumingdecision-makers about consuming

American Association of Advertising American Association of Advertising Agencies Code of Ethics (1924) Agencies Code of Ethics (1924)

forbade:forbade:False/misleading statementsFalse/misleading statementsFalse testimonialsFalse testimonialsMisleading price claimsMisleading price claimsUnfair disparagement of competitorsUnfair disparagement of competitorsUnsupported/distorted claimsUnsupported/distorted claimsAnything offensive to public decencyAnything offensive to public decency

AMERICAN AMERICAN ADVERTISING TODAYADVERTISING TODAY

early ads were slogan-driven, early ads were slogan-driven, oriented around wordsoriented around words

growing contemporary influence growing contemporary influence of visual design principlesof visual design principles

what advertisements do what advertisements do youyou feel are memorable and feel are memorable and effective?effective?

Market ResearchMarket Research

DemographicsDemographicsPsychographicsPsychographicsValues and Values and

Lifestyles (VALS)Lifestyles (VALS)

Advertising and the InternetAdvertising and the Internetbanner adsbanner adspaid positive reviews, weighted paid positive reviews, weighted

search engine resultssearch engine resultsaffiliate referrals (links)affiliate referrals (links)direct marketing based upon direct marketing based upon

personal data collected on web personal data collected on web sitessites

Persuasive StrategiesPersuasive Strategiesfamous-person famous-person

testimonialtestimonialplain-folks pitchplain-folks pitchsnob-appeal approachsnob-appeal approachbandwagon effectbandwagon effecthidden-fear appealhidden-fear appealirritation advertisingirritation advertising

The ASSOCIATION PrincipleThe ASSOCIATION Principle

to associate a to associate a product with a product with a cultural value or cultural value or image that has a image that has a positive connotationpositive connotation

opposite principle: the opposite principle: the DISSOCIATION DISSOCIATION strategystrategy

MYTH ANALYSISMYTH ANALYSIS

Myth analysis Myth analysis provides insights into provides insights into how ads “tell stories” how ads “tell stories” that are important to that are important to our societyour society

Common Mythical ElementsCommon Mythical Elements

ads as mini-ads as mini-NARRATIVESNARRATIVES, with , with characters, settings and plotscharacters, settings and plots

plots involve plots involve CONFLICTCONFLICT between between characters or social valuescharacters or social values

conflicts are negotiated or conflicts are negotiated or RESOLVEDRESOLVED by using or by using or purchasing the advertised productpurchasing the advertised product