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Idea Industries: Week 2

by: Cam Notetaker

Idea Industries: Week 2 APRD 1001

Cam Notetaker


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These notes cover "20 Ads that Shook the World" and the in-class lectures.
Idea Industries
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This 8 page Class Notes was uploaded by Cam Notetaker on Monday September 5, 2016. The Class Notes belongs to APRD 1001 at University of Colorado at Boulder taught by in Fall 2016. Since its upload, it has received 37 views.


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Date Created: 09/05/16
20 Ads That Shook the World:    ● “Advertising has become the dominant culture, yet what an irony that we know so much  about specific advertisements, so little about advertising as a form of persuasion, and  almost nothing about the history of selling.”  ● “Advertising today is all about being current, or even ahead of the curve.”  ● “Although they come to us in pictures and text, they are like background music. We hear  them without listening.”  ● “Advertising of sort is more like Renaissance art than modern art. In the Renaissance,  painters... Did not paint what they wanted to paint. They were usually told exactly what to  paint, and even how to paint it…. Modern art, however, is different… It gets attention not  for what it says, but how it says it.”  ● “The ads I have chosen may not make you gulp, but they did change the way we  swallowed the information about the world around us… Many of the products are no  longer produced, which raises the interesting question of exactly how important  advertising really is.”  ● “WHile all art is propoganda, all propoganda is not necessarily art.”  ● “It is our love for stuff, of having things, or trading and hoarding, of buying and selling,  even of talking about things, that makes modern political systems possible.”  ● “We fool ourselves to think that machine production caused materialism.”  ● “Commercialism involves two processes: commodification, or stripping of an object all  other values except its value for sale to someone else; and marketing, the insertion of  the object into a network of exchanges only some of which involves money.”  ● “Historian Daniel Boorstin has said that Europeans used to go to market to get what they  want, whereas americans fo to the market to discover what they want.       8/29    QUIZ OPENS AT 5 OCLOCK TODAY, CAN TAKE TWICE    Why study history?  ● “You have to know the past in order to understand the present.”  ○ Dr. Carl Sagan  ● Technology has always moved communication forward  ● “It is not the strongest of the species that survives, nor the most intelligent that survives.  It is the one that is most adaptable to change.”  ○ Charles Darwin      SIGNS = Symbol of trade    Mass communication was introduced by printing press. When first started around 1400s, it was  mainly religious content.     East India Trading Company symbols changed over time because some of the symbols were  easier to replicate.         Boston Tea Party: December 1773; Greatest Public Relations moment in history    When Communications Started to Matter:  ● INDUSTRIAL REVOLUTION: create products for the masses  ○ Before this time, everyone created what individuals needed  ● PARITY PRODUCTS: Machine­made, interchangable  ○ “My job is to make you thinks that this quarter is more valuable than that one…”  ■ Rosser Reeves  ○ Think about Coke and Pepsi!!  ■ Functionally, there isn’t a big difference between the  two. But the branding makes you want one of them  more.    COMMERCIALISM: Our need for meaning  ● Commodification  ● Marketing    NOW, we need functionality to sell products. We need interaction.     TIMELINE OF ADVERTISMENTS:   1836­first newspaper ad  1898­Trade cards  1900s­Magazines (created linear path. For example, there is now different types of magazines,  not just a general magazine)  1925­Eiffle Tower promotes advertisments    IDEA LEADERS:    The Early Age    ● PT Barnum  ○ The Power of Language  ○ A salesman, created a sideshow  ● Lydia Pinkham  ○ Created herb medicine (99% alcohol)  ○ Puttings a face to a product  ○ Understood the power of personalized communication  ○ Wrote personal letters back if people wrote to her  ● Thomas Barrat  ○ Associated Value  ○ Understood the power of cultural ties   ○ At time, cleanliness defined status. He used advertisment paintings (PEAR’S  SOAP) to elevate status and give people something to hang in their homes.   ● Claude Hopkins  ○ The preemptive reason why  ○ Claimed parity products, gave reason why people should turn to his brand  ○ Use people’s fears (Am I pretty?) to promote his product    1900­1950  ● Ivy Lee  ○ The Press Release  ● Gerald Lambert  ○ Marketer  ○ Constructive discontent: created idea that bad breath was socially unacceptable  ○ Understood the culture’s fixation on germs and cleanliness; said that germs from  bad breath is a disease    COMMODIFICATION OF THE BODY: introduced shampoo, mouthwash, toothpaste    ● Frances Gerety  ○ The Power of Culture  ○ Successful in a time women weren’t successful  ○ GOAL: to create a situation where almost every person pledging marriage feels  compelled to acquire a diamond engagement ring. ⇒ DIAMONDS ARE  FOREVER  ● Edward Bernays  ○ Engineering of consent: sense of “everyone knows that” amongst the masses  ○ “We are governed, our minds are molded, our tastes formed, our ideas  suggested.”  ○ PORK INDUSTRY: his client was the pork industry that pushed the “American  breakfast”  ○ Created the AMERICAN DREAM: America needed people to buy things when  they came back from war.   ■ “Work more hours, climb the ladder, earn more money…”      1940’s­1960’s DRAMATIC TECHNOLOGY SHIFT    ● TV disrupted pop culture, business, and society.  ● New stars emerged, tradtional media declined  ● Creating content was key  ○ Soap Operas and Game Shows  ● Suburbs were all wired for the technology  ● “TEENAGER” culture was created  ● American Bandstand spread across the nation    Where Good Ideas Come From: Ch 2    8/31    ALL TEST QUESTIONS COME FROM QUIZZES    Quiz 2 opens Monday @ 5 and closes Wednesday @ 5    1960s: SHIFTS IN CULTURE  ● Cars  ● Clothes  ● Bands shift (Image of Beattles)  ● Perfect family ⇒ time of youth  ● Propoganda of war ⇒ TV shows what war actually looks like    COMMERCIAL COMMUNICATION IN LATE 50s and 60s:              LEO BURNET:  1. The perfect campaign  a. Marlboro (cigarette) was a woman’s cig. It had a red tip that hid lipstick stains.  After products began to decline, there was a shift in branding. The new brand  focused on the American West. This was perfect imagery because the west was  still unknown.  2. Inherent Drama  a. The emotional story contained within the product  3. Icons  a. Put faces on icons; made products friendly and human­like. For example, The  Green Giant, Pillbury Dough Boy    ROSSER REEVES:  ● Unique selling proposition  ● He used TV, to beat an idea into your head so you couldn’t ignore it.    USP CAMPAIGNS:  ● “Melts in your mouth, not in your hands” ­M&Ms  ● “Build strong bodies 12 ways” ­Wonderbread  ● “Fast, fast, fast, relief” ­Anacin    THE CREATIVE REVOLUTION: 1960’s Backlash against Reeves  ● Totally different ads and ideas  ● Used visuals in a new way  ● Added new dimension to the copy  ● Was intelligent    Volkswagen Campaign:  ● “Think small” ⇒ best ad ever  ● Car of the people  ● Introduced post WWII and it was a German car  ● Counter culture movement in america    The DDB Influence:  ● Bernbach probably had a greater impact on American culture than any distinguished  writer or artist that appeared in the pages of Harper’s diary in the past 133 years.     Public Relations moved from “How should we say this?” ⇒ “What should we say?”: a new point  of view approach  ● Life Magazine features austronaut wives to promote space travel. This made astronauts  looks like rock stars.  ● Guniess released bottles with notes in the ocean. People have been finding these  bottles for years.    MARY WELLS: Breaking barriers   ● First woman name on agency  ● Integrated communication  ● Created “I <3 NY”    THE 70’s CRISIS:   ● When the economy is booming, clients are more willing to take risks. When economy is  not booming, everyone pulls back and does less creative work.  ● Time of turmoil  ● Killed creative revolution    CREATIVE REVOLUTION ENDED: Recession    Marketers Dominated in the 70’s:  ● Segmentation: In response to consumers’ different needs. This maximized potential  market share.  ○ Ex) Tide changed their powdered detergent into liquid detergent. This asked the  question, “How to make the product different, but keep it true to the brand?”    Positioning: The way we want consumers to think about our brand    1970s MEDIA EVOLUTION:  ● Cable  ● VCR  ● Video games (Took time away from TV)  ● TV became more important      9/2    McDonald’s Commercial:   “You deserve a break today” ⇒ Tagline for moms to know that it’s okay for their families to eat  out.    1980’s: CULTURE SHIFTS AGAIN:    MTV emergerd!! ⇒ Created a new way of looking at music    Pepsi Ad using Michael Jackson and Jackson 5:  ● Pepsi viewed Coke as the “American” drink. In turn, they used the Jackson 5 to show  that the new generation was Pepsi.  ● Focused on the future  Cable grows rapidly!!    Postmodernism in Communication: pulling things  from a variety of places and using them together  ex) Pop art with Marilyn Monroe and Steve Jobs    Apple “1984” Ad:  ● Ran the ad once  ● Doesn’t show product or say what makes it  great  ● It created a demand for the product  ● Woman = Apple  ○ In ad, she “destroys the old ways  (IBM, competitor)  ● First ad that had a dark tone    Nike Ad:  ● People hated this ad because it used the  Beattles song. This is something no one would dare.    Visual language emerges = More pictures, less words    Absolut Vodka:  ● Best example of visual language  ● Bottle was different than competetors   ● Used artists and pop culture to tell story  ● Just about messaging as the product    Holding Companies Change Landscape:  ● Mergers create holding companies: One company owns multiple entities  ○ Charles and Maurice Saateni    Rise of Regional Agencies:  ● Chiat Day:  ○ Made the Apple “1984” Ad  ○ Created new office setting  ○ Saw themselves as disruptors  ○ Has done all iconic Apple Ads  ● Weiden + Kennedy:  ○ Portland ⇒ works for Nike  ○ Find athletes to put them on the map ⇒ Michael Jordan and “Just Do It”    1990s:  Visual Style:  ● Messages were style driven, not concept driven  ● Scrumptuous images  ● Style was substance    Intro to Worldwide Web:  ● New Industry in Marketing   ○ Goal: make companies and then sell them for money  ● Online shopping was introduced    LATE 90s ODDVERTISING:   ● “If you can sock people, they’ll know your name” ­  ● Different types of clients enters advertising  ● Booming economy  ● Dot Coms were especially fond of advertising  ● imitations     Problems:  ● Violence, anti­social behavior, profanity, cynicism  ● Lack of strategy    2001 ­ 2011:  ● Return to more classic approaches  ○ Rebirth of Branding / internet used as communication tool           


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