ADVERTISING Don’t believe everything you hear and only half of what you see! By: Jessica Meneray & Kelsey Leeson.

ADVERTISINGADVERTISINGDon’t believe everything you hear Don’t believe everything you hear

and only half of what you see!and only half of what you see!By: Jessica Meneray & Kelsey LeesonBy: Jessica Meneray & Kelsey Leeson

Did you know…Did you know…

Advertising began with newspapers in the 17Advertising began with newspapers in the 17 thth century up until the late 19century up until the late 19 thth century when century when technological advances made it so illustrations technological advances made it so illustrations could be added along with color.could be added along with color.

An early advertising success story, Thomas Barratt An early advertising success story, Thomas Barratt married into the famous soap making factory and married into the famous soap making factory and realized they needed to become more aggressive realized they needed to become more aggressive selling their products or else their products would selling their products or else their products would not survive. So he launched a series of Ads not survive. So he launched a series of Ads featuring the Cherubic Children which firmly featuring the Cherubic Children which firmly bonded the brand to its values it still holds today. bonded the brand to its values it still holds today. He is often referred to today as the father of He is often referred to today as the father of modern advertising. modern advertising.

It was not until the late nineteenth century that It was not until the late nineteenth century that advertising became a fully fledged institution, advertising became a fully fledged institution, with its own ways of working, and with its own with its own ways of working, and with its own creative values.creative values.

These agencies were a response to an increasingly These agencies were a response to an increasingly crowded marketplace, manufacturers were crowded marketplace, manufacturers were realizing that promotion of their products was vital realizing that promotion of their products was vital they were to survive. they were to survive.

World War I saw some important advances in advertising as governments on all sides World War I saw some important advances in advertising as governments on all sides used ads as propaganda. The British used advertising as propaganda to convince its used ads as propaganda. The British used advertising as propaganda to convince its own citizens to fight, and also to persuade the Americans to join. own citizens to fight, and also to persuade the Americans to join.

The increase of industry and “well off” consumers in the 1920’s created a need for The increase of industry and “well off” consumers in the 1920’s created a need for Advertising. Advertising really took off and began to dominate consumers from the Advertising. Advertising really took off and began to dominate consumers from the 1920s onward.1920s onward.

Advertising quickly took advantage of the new mass media of the first part of the Advertising quickly took advantage of the new mass media of the first part of the twentieth century, using cinema, and to a much greater extent, radio, to transmit twentieth century, using cinema, and to a much greater extent, radio, to transmit commercial messages. commercial messages.

With this link you can hear some of the older radio commercials first introduced.With this link you can hear some of the older radio commercials first introduced. http://bss.sfsu.edu/tygiel/Hist427/427ads/427radioads.htmhttp://bss.sfsu.edu/tygiel/Hist427/427ads/427radioads.htm

This was beginning to show signs of working effectively in the 1920s but the Wall St This was beginning to show signs of working effectively in the 1920s but the Wall St crash put an end to widespread affluence, and the Great Depression and World War crash put an end to widespread affluence, and the Great Depression and World War Two meant that it was not really until the 1950s that consumers had enough Two meant that it was not really until the 1950s that consumers had enough disposable income to really respond to the need creation message of advertisers. disposable income to really respond to the need creation message of advertisers.

After WW2 the television set became the biggest in consumer products," no home After WW2 the television set became the biggest in consumer products," no home could be without one”, and with television came television advertisements.could be without one”, and with television came television advertisements.

Several different advertisers could buy time within one show, and therefore the content Several different advertisers could buy time within one show, and therefore the content of the show would move out of the control of a single advertiser like a print magazine. of the show would move out of the control of a single advertiser like a print magazine. This became known as the This became known as the magazine conceptmagazine concept, or , or participation advertisingparticipation advertising, as it , as it allowed a whole variety of advertisers to access the audience of a single TV show. allowed a whole variety of advertisers to access the audience of a single TV show. Thus the 'commercial break' as we know it was born. Thus the 'commercial break' as we know it was born.

Advertising TODAYYYYY!Advertising TODAYYYYY!

Advertising can come in many Advertising can come in many forms as well as promote many forms as well as promote many different messages.different messages.

Some Advertisements are Some Advertisements are promoted in humor of a product promoted in humor of a product such as this one to the left. “They such as this one to the left. “They have had this tagline for a long have had this tagline for a long time now. So there’s somebody time now. So there’s somebody Just Doing It.” Just Doing It.”

Advertising is also used by Advertising is also used by anyone looking to sell their anyone looking to sell their product from media such as product from media such as movies and music to food and movies and music to food and toys.toys.

One of the newest ways to One of the newest ways to advertise your product is over the advertise your product is over the internet, with ads, pop-ups and internet, with ads, pop-ups and even websites promoting your even websites promoting your business. business.

The Many types of AdsThe Many types of Ads

CommercialsCommercials ClassifiedsClassifieds Magazine Ads,Magazine Ads, Commercial Ads,Commercial Ads, Marketing Ads,Marketing Ads, Pop-Ups, (internet)Pop-Ups, (internet) BlogsBlogs On-line AdvertisingOn-line Advertising WebsitesWebsites BillboardsBillboards BannersBanners SignsSigns FlyersFlyers MailMail

The 12 Steps To Create The 12 Steps To Create an Ad!an Ad!1.1. the demo - “stain remover”the demo - “stain remover”

2.2. show the problem - “i’ve fallen and I can’t get up” show the problem - “i’ve fallen and I can’t get up”

3.3. symbolize the problem - cold symptoms turn person into ogre symbolize the problem - cold symptoms turn person into ogre

4.4. symbolize the benefit - laxative and old faithful symbolize the benefit - laxative and old faithful

5.5. comparison - sh comparison - sh

6.6. exemplary story - the vw crashing ad exemplary story - the vw crashing ad

7.7. benefit causes story - Axe effect benefit causes story - Axe effect

8.8. testimonial - real people losing weight testimonial - real people losing weight

9.9. ongoing characters or celebs - Taco bell dog, or cavemenongoing characters or celebs - Taco bell dog, or cavemen

10.10. associated user imagery - people you want to hang out with, nike associated user imagery - people you want to hang out with, nike

11.11. unique personality property - apple genius commercials, or dyson for unique personality property - apple genius commercials, or dyson for the vacuumthe vacuum

12.12. parody or borrowed format - geico small house ad parody or borrowed format - geico small house ad

So Now you know Why So Now you know Why advertising’s so Great! advertising’s so Great!

Every where you look you see advertisements for just about every kind of product and service you can Every where you look you see advertisements for just about every kind of product and service you can imagine. imagine.

Advertisements we see influence the products we by because the products message sounds amazing Advertisements we see influence the products we by because the products message sounds amazing and people by it because of the positive words used and the radiant look as well as the catchy jingle and people by it because of the positive words used and the radiant look as well as the catchy jingle when looking at TV Commercials for example herbal essences. when looking at TV Commercials for example herbal essences.

Image: Pretty woman, soft, shiny luxurious hair. Image: Pretty woman, soft, shiny luxurious hair. Words: citrus essences, glaze, body and bounceWords: citrus essences, glaze, body and bounce The Catchy JingleThe Catchy Jingle

Some other influences to by a product because advertisement can beSome other influences to by a product because advertisement can be :: DealsDeals Appearance in the Add, on the box, in the magazine on the internet or in a commercial,Appearance in the Add, on the box, in the magazine on the internet or in a commercial, Name of a product~ usually popular or catchy Pantiene Pro-V (Brand names)Name of a product~ usually popular or catchy Pantiene Pro-V (Brand names) Ratings of the product, consumer ratingsRatings of the product, consumer ratings Benefits~ what will you as the consumer get out of buying this product? What does it have to offer?Benefits~ what will you as the consumer get out of buying this product? What does it have to offer? Catchy colors, words, songs, slogans, whatever it takes to sell the productCatchy colors, words, songs, slogans, whatever it takes to sell the product PricePrice

Advertising is EVERYWHERE! We see it on billboards, Advertising is EVERYWHERE! We see it on billboards, vehicles, posters and much more. It hasn't just been vehicles, posters and much more. It hasn't just been around for the last century...around for the last century...

Advertising has been dated back to 4000 BCE! Advertising has been dated back to 4000 BCE!   

The 1960's saw advertising transform into a modern The 1960's saw advertising transform into a modern approach where creativity had its time to shine, producing approach where creativity had its time to shine, producing messages that made advertisements more appealing to the messages that made advertisements more appealing to the consumers eyes.consumers eyes.  

In 2006, spending on advertising has been estimated at In 2006, spending on advertising has been estimated at $155 billion in the United States and $385 billion $155 billion in the United States and $385 billion worldwide, and is expected to exceed $500 billion by 2010. worldwide, and is expected to exceed $500 billion by 2010.

Okay so who HATES Ads?Okay so who HATES Ads?

There are those against the "normal" advertising you see such as Adbusters. They are There are those against the "normal" advertising you see such as Adbusters. They are not only environmentalists, animal-rights activists or anti-technology activists, they are not only environmentalists, animal-rights activists or anti-technology activists, they are all of these things and more! Their preferred way of socialall of these things and more! Their preferred way of social

change is "culture jamming." Naomi Klein defines culture jamming as "the practice of change is "culture jamming." Naomi Klein defines culture jamming as "the practice of parodying advertisements and hijacking billboards in order to drastically alter their parodying advertisements and hijacking billboards in order to drastically alter their messages." Adbusters has a page online, but their most common piece is a magazine. messages." Adbusters has a page online, but their most common piece is a magazine. It is the top-selling Canadian title in the U.S. and can be found at mainstream outlets It is the top-selling Canadian title in the U.S. and can be found at mainstream outlets like barnes & Noble and Borders.like barnes & Noble and Borders.

So you thought Calvin Klien was So you thought Calvin Klien was some hot underwear model!?some hot underwear model!? Advertisements tend to exaggerate Advertisements tend to exaggerate

the facts and color up the truth.the facts and color up the truth. To your right you get the real picture To your right you get the real picture

of Calvin Klien who is not some young of Calvin Klien who is not some young Hot underwear model but rather a Hot underwear model but rather a hairy fat old man! hairy fat old man!

To the Bottom right …guess its pretty To the Bottom right …guess its pretty small by his expression…he must small by his expression…he must stuff himselfstuff himself

People in Advertisements are not People in Advertisements are not what they look like in real life they what they look like in real life they tend to be fixed perfect by a computer tend to be fixed perfect by a computer which creates softer smoother skin a which creates softer smoother skin a younger look and erases some of younger look and erases some of those ungodly unattractive wrinkles, those ungodly unattractive wrinkles, marks and possibly moles we all have marks and possibly moles we all have to achieve a younger, hotter, more to achieve a younger, hotter, more attractive look…and that’s how you attractive look…and that’s how you will look if you by this product!will look if you by this product!

Degrading Products Degrading Products Through AdsThrough Ads

The pictures to the right explain it all! The pictures to the right explain it all! The Absolute vodka is looking a little The Absolute vodka is looking a little

on the weak sideon the weak side And McDonalds food is definitely And McDonalds food is definitely

fattening and is not recommended for fattening and is not recommended for children to live off of!children to live off of!

Many Big businesses and companies Many Big businesses and companies get hard advertising blows against get hard advertising blows against them because, most of these them because, most of these companies such as McDonalds do companies such as McDonalds do more harm then good. more harm then good.

They may advertise there products as They may advertise there products as very beneficial but in retrospect they very beneficial but in retrospect they are only lying or exaggerating to sell are only lying or exaggerating to sell the product or the product may be the product or the product may be whatever it sais it is but the side whatever it sais it is but the side effects are appalling, and not all that effects are appalling, and not all that great or you or your body or anyone great or you or your body or anyone else. else.

And To concludeAnd To conclude

So now you know that Advertisements are extremely necessary So now you know that Advertisements are extremely necessary for people in business to make money, but they don’t necessarily for people in business to make money, but they don’t necessarily give you all the details and they can be fairly exaggerated.give you all the details and they can be fairly exaggerated.

Advertising is important, it is a business in itself, by means that Advertising is important, it is a business in itself, by means that anyone can get a job working in the advertising industry if they so anyone can get a job working in the advertising industry if they so choose.choose.

The Company selling a product or service is looking to make The Company selling a product or service is looking to make money and sell their product while the Advertising service is money and sell their product while the Advertising service is looking to make money and sell here advertising skills so other looking to make money and sell here advertising skills so other companies will hire them!companies will hire them!

And a little exaggeration can go a long way to the young, And a little exaggeration can go a long way to the young, wealthy, ignorant, consumers always looking for something wealthy, ignorant, consumers always looking for something better., and never completely satisfied with what they’ve got.better., and never completely satisfied with what they’ve got.

http://www.youtube.com/watch?v=kSjNdD5qEoohttp://www.youtube.com/watch?v=kSjNdD5qEoo

http://www.youtube.com/watch?v=nojWJ6-XmeQhttp://www.youtube.com/watch?v=nojWJ6-XmeQ

http://www.youtube.com/watch?v=dMGi5rv7-i4&feature=relatedhttp://www.youtube.com/watch?v=dMGi5rv7-i4&feature=related