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Lecture 4 Notes Aug 22

by: Meghan Shah

Lecture 4 Notes Aug 22 ADPR 3100-0

Marketplace > University of Georgia > Advertising > ADPR 3100-0 > Lecture 4 Notes Aug 22
Meghan Shah
GPA 3.78

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Living in consumer culture
Principles of Advertising
Nathaniel J. Evans
Class Notes
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This 2 page Class Notes was uploaded by Meghan Shah on Monday September 5, 2016. The Class Notes belongs to ADPR 3100-0 at University of Georgia taught by Nathaniel J. Evans in Fall 2016. Since its upload, it has received 11 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.

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Date Created: 09/05/16
Lecture 5: Consumer Society Aug. 24  Consumer Society o Our primary means of support are our consuming citizens  Not selling and making, but buying and using goods and services.  This is how our economy works  How did we get here?  Three Dimensions of Emergence for the Rise of a Consumer Society o Agriculture vs. Manufacturing  Manufacturing:  Industrial revolution drove the growth of advertising.  Replaced farming as the main economic model  What was the byproduct? o Rural Population vs. Urban Population  From 1890 to 1940, many families moved into urban areas and  cities, following job growth and industry expansion.    The populations shifted from farming families making up 38%of the  population and nonfarm families making up 62% in 1890 to farming  families making up 20% and nonfarm families making up 80% of  the population in 1940. o Increases in personal earnings and spending  Standard of living had been increasing as household income and  household spending increased  By 1950, household spending and income had increased 5.5 times what they were in 1901.  Dramatic increases in:  Manufacturing compared to agriculture (wage workers with  paychecks)  Nonfarm residents compared to farm residents (city  dwellers)  Personal income and spending  Greater needs and means to buy stuff  The Role of Advertising and Branding o Advertising changed to go beyond notices and announcements o Grew to fit the needs of a consumer society o Advertisers used branding to create preference and make their products  stand out.  Branding o First successfully done with patent medicines o The more you advertise, the more you sell o Companies worked to brand generic products  Giving consumers a reason to buy that product – called reason­why advertising o Advertising created the need to buy products:  “The colonizing of the body” – You needed to not smell, so you  bought soap  Advertisers convinced people that every part of the body  needed its own kind of product to clean and maintain it.  Halitosis and Listerine  o Ways of Buying  Traditional: Country store  Variety of generic goods  Merchant recommendation  New: Department store  Huge selections and volume  National, manufactured goods  Preferences created by advertising  Department stores:  Opulent interior  Shopping became an experience  Offered “something more”  More to choose from (preferences) – driven by  advertising  More to do while shopping (the experience) – driven  by stores  National consumer base (not restrained by locality) –  driven by infrastructure… railroads, trucks, distribution


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