Since 1900: United States and Canada History of advertising

1 since 1900: united states , canada

1.1 canadian media market
1.2 sex , psychology
1.3 nudity
1.4 psychology
1.5 albert lasker: salesmanship in print
1.6 on radio 1920s
1.7 1930s , world war ii
1.8 postwar era

1.8.1 racial themes
1.8.2 tobacco


1.9 cable television 1980s
1.10 on internet 1990s

1.10.1 restrictions on advertising

since 1900: united states , canada

an american magazine ad 1913 issue of encyclopædia britannica. although encyclopedia edited , printed in united states, featured british name , spelling gain prestige

advertising increased dramatically in united states after 1870 industrialization expanded supply of manufactured products large market. in order profit higher rate of production, industry needed recruit workers consumers of factory products. did through invention of mass marketing designed influence population s economic behavior on larger scale. total advertising volume in united states grew $200 million in 1880 $3 billion in 1920.

in 1910s , 1920s, many ad men believed human instincts targeted , harnessed – sublimated desire purchase commodities. edward bernays, nephew of sigmund freud, promoted approach making him pioneer of modern cigarette advertising. glantz argues, tobacco industry, beginning, @ forefront of development of modern, innovative, advertising techniques.

in 1920s, under secretary of commerce herbert hoover, american government promoted advertising. hoover himself delivered address associated advertising clubs of world in 1925 called advertising vital force in our national life. in october 1929, head of u.s. bureau of foreign , domestic commerce, julius klein, stated advertising key world prosperity. part of unparalleled collaboration between business , government in 1920s, according 1933 european economic journal.

advertising vehicle cultural assimilation, encouraging immigrants exchange traditional habits , tastes in favor of modern american lifestyle. important tool influencing immigrant workers american association of foreign language newspapers (aafln). aafln advertising agency gained heavily centralized control on of immigrant press.

canadian media market

in 1900, canadian newspapers local affairs, designed inform local partisans provincial , national political scene. publishers depended on loyal partisan subscribers, contracts public printing controlled political parties. rise of national advertising agencies after 1900, major transformation underway. advertisers wanted them reach maximum possible circulation, regardless of partisanship. result series of consolidations yielding larger, largely nonpartisan newspapers, depended more heavily on advertising revenue on subscriptions loyal party members. 1900, three-fourths of revenue of toronto newspapers came advertising. 2 thirds of newspapers editorial pages loyally supported either conservative or liberal party, while remainder more independent. across board, news pages increasingly featured more objectivity , bipartisanship, , publishers focused on advertising revenues proportionate overall circulation. newspaper appealed 1 party cut potential audience in half. simultaneously, rapid growth of industry in ontario , quebec, coupled rapid settlement of prairies, produced large more affluent newspaper-reading population. result golden age canadian newspapers peaking 1911. many papers failed during war era. advertising agencies in 1915 gained major advantage arrival of audit bureau of circulations, first-time provided reliable data on circulation, opposed partisan boasting , exaggeration had been norm. agencies had stronger hand in bargaining lower advertising rates. 1920s became time of consolidation, budget-cutting , dropping of traditional party affiliation. 1930 24% of canada s dailies partisan, 17% independent partisan, , majority, 50%, had become independent.

sex , psychology


1916 ladies home journal version of famous ad

at turn of 20th century, there few career choices women in business; however, advertising 1 of few. since women responsible of purchasing done in household, advertisers , agencies recognized value of women s insight during creative process. helen lansdowne resor @ j. walter thompson agency, 1 of pioneers.

in 1911, woodbury soap company became first use images of sexual contact sell product. ad slogan, created helen lansdowne, claimed women used soap have skin love touch . copy promised soap increase beauty of 1 s skin; offered color print , week s supply of soap 10 cents. slogan became popular woodbury used until 1940s. albert lasker said ad s use of sex appeal made 1 of 3 great landmarks in advertising history. ranked 31st on advertising age s list of top 100 campaigns of 20th century.

nudity

in 1936, woodbury 1 of first companies use nudity in advertisements. ad, known sun bath , photographed edward steichen , showed nude woman lying on stairs on side camera. text advertised woodbury soap enriched filter sunshine . many celebrities appeared in advertisements woodbury soap.

in international perspective, 2008 comparison of nudity in advertising in brazil, canada, china, germany, south korea, thailand, , united states reveals china , united states have demure ads, while germany , thailand exposed more of female body. there little variation in male undress.

psychology

in 20th century, psychologists walter d. scott , john b. watson contributed applied psychological theory field of advertising. scott said, man has been called reasoning animal greater truthfulness called creature of suggestion. reasonable, greater extent suggestible . demonstrated through advertising technique of direct command consumer. former chair @ johns hopkins university, john b. watson highly recognized psychologist in 1920s. after leaving field of academia turned attention towards advertising implemented concepts of behaviorism advertising. focused on appealing basic emotions of consumer: love, hate, , fear. type of advertising proved extremely effective suited changing social context led heavy influence of future advertising strategy , cemented place of psychology in advertising.

albert lasker: salesmanship in print

chicago, along new york, center of nation s advertising industry. albert lasker, known father of modern advertising, made chicago base 1898–1942. head of lord , thomas agency, lasker devised copywriting technique appealed directly psychology of consumer. women seldom smoked cigarettes; told them if smoked lucky strikes stay slender. lasker s use of radio, particularly campaigns palmolive soap, pepsodent toothpaste, kotex products, , lucky strike cigarettes, not revolutionized advertising industry changed popular culture.

lasker had inquiring mind advertising , how worked. lasker believed advertising consisted of news , information news, changed mind when colleague johnny kennedy told him, news technique of presentation, advertising simple thing. can give in 3 words, salesmanship in print . lasker , kennedy used concept 1900 washer co. (later whirlpool). campaign successful that, within 4 months of running first ad, attracted additional clients , advertising spend went $15,000 year $30,000 month. within 6 months, firm 1 of 3 or 4 largest advertisers in nation.

in 1908 lasker recruited claude c. hopkins firm, work on van camp packaging company (van camp s) account. relationship lasted 17 years. lasker helped create america s infatuation orange juice. lord & thomas acquired sunkist growers, incorporated account in 1908, when citrus industry in slump. lasker created campaigns not encouraged consumers eat oranges, drink orange juice.

among lasker s pioneering contributions introduction public schools of classes explained young girls puberty , menstruation (done promote kotex tampons). credited creator of soap opera genre, , using radio , television media driven advertising. lasker took time off business presidential campaign of republican warren harding in 1920, using high-powered advertising techniques helped produce massive landslide.

on radio 1920s


advertisement live radio broadcast, sponsored milk company , published in los angeles times on may 6, 1930

in 1920s, first radio stations established radio equipment manufacturers , retailers offered programs in order sell more radios consumers. madison avenue on recognized importance of radio new advertising medium. advertising provided major funding stations. united states, never had licensing fee set users. great britain use mandatory fee on set owners fund british broadcasting corporation, day operates without commercials or advertising. however, government permitted commercial television in 1954 , commercial radio in 1972.

public service advertising, non-commercial advertising, public interest advertising, cause marketing, , social marketing different terms (or aspects of) use of sophisticated advertising , marketing communications techniques (generally associated commercial enterprise) on behalf of non-commercial, public interest issues , initiatives.

in united states, granting of television , radio licenses fcc contingent upon station broadcasting amount of public service advertising. meet these requirements, many broadcast stations in america air bulk of required public service announcements during late night or morning when smallest percentage of viewers watching, leaving more day , prime time commercial slots available high-paying advertisers.

public service advertising in united states reached height during world wars. during wwii president roosevelt commissioned creation of war advertising council (now known ad council) united states largest developer of psa campaigns on behalf of government agencies , non-profit organizations, including longest-running public service campaign, smokey bear.

1930s , world war ii

advertising came under heavy pressure in 1930s. great depression forced businesses drastically cut on advertising spending. layoffs , reductions common @ agencies. new deal furthermore aggressively promoted consumerism, , minimized value or need of advertising. historian jackson lears argues late 1930s, though, corporate advertisers had begun successful counterattack against critics. rehabilitated concept of consumer sovereignty inventing scientific public opinion polls, , making centerpiece of own market research, has key understanding politics. george gallup, vice president of young , rubicam, , numerous other advertising experts, led way. moving 1940s, industry played leading role in ideological mobilization of american people fighting nazis , japanese in world war ii. part of effort, redefined american way of life in terms of commitment free enterprise. advertisers, lears concludes, played crucial hegemonic role in creating consumer culture dominated post-world war ii american society.

postwar era

in prosperous postwar era, millions of americans moved new housing, in rapidly growing suburbs. spent heavily on housing, appliances, furniture, clothing , automobiles. coming of television in 1950s dramatically enlarged arena advertising. families having automobiles, , more leisure time, travel holidays became more common, , motel , tourism industries eagerly supported large-scale advertising.

in public service arena, ad council aggressively promoted americanism cold war strategy, campaigns such freedom train, crusade freedom, religion in american life, adams piece, , peoples capitalism. new brand names foundation sponsored conferences, local campaigns, , educational programs promote brand loyalty, free enterprise.

in hidden persuaders (1957) popular writer vance packard exposes use of consumer motivational research , other psychological techniques, including depth psychology , subliminal tactics. had been used manipulate expectations , induce desire products since 1920s, popular audience caught surprise. identified 8 compelling needs advertisers promise products fulfill. according packard these needs strong people compelled buy products satisfy them. book questions morality of using these techniques.

racial themes

before civil rights movement of 1950s , 1960s, black people largely missing mainstream white advertising. did appear typically followed long-standing hierarchy of skin color whereby lighter skin tones seen being more socially , culturally acceptable dark-skinned black people.

most national corporations before 1960s ignored black market, , paid little attention working black merchants or hiring blacks responsible positions. pepsi-cola major exception, number 2 brand fought parity coca-cola. upstart soda brand hired black promoters penetrated black markets across south , urban north. journalist stephanie capparell interviewed 6 men on team in late 1940s:

the team members had grueling schedule, working 7 days week, morning , night, weeks on end. visited bottlers, churches, ladies groups, schools, college campuses, ymcas, community centers, insurance conventions, teacher , doctor conferences, , various civic organizations. got famous jazzmen such duke ellington , lionel hampton give shout-outs pepsi stage. no group small or large target promotion.


quaker oats 1909 newspaper ad directed @ white consumers stereotypical images , dolls.

pepsi advertisements avoided stereotypical images common in major media depicted one-dimensional aunt jemimas , uncle bens role draw smile white customers. instead portrayed black customers self-confident middle-class citizens showed taste in soft drinks. economical too, pepsi bottles twice size.

by late 1960s, more few token blacks hired @ advertising agencies, , sensitivity problem increased. leading black magazines essence , jet routinely deplored racism in mainstream media, in negative depictions of black men , women. essence , jet in 21st century ran dozen ads year, skin lighteners, pervaded racism , white supremacy.

tobacco

by 1950s, fears of cancer tobacco smoking caused consternation in tobacco industry, turned advertisers in avoiding falling consumer demand , increased regulation. british , american agencies separately arrived @ similar solutions. tobacco industry research committee in united states , tobacco manufacturers standing committee in britain each assuaged public anxieties , encouraged misperception cigarette makers resolving issues through filters , low tar formulations. public relations approach successful in short run, accumulation of medical evidence led fall in smoking, heavier taxation, , increased regulation. agencies responded sophisticated advertising strategies designed encourage adolescent smokers recruit new smokers in less-developed foreign markets.

cable television 1980s

the late 1980s , 1990s saw introduction of cable television , particularly mtv. pioneering concept of music video, mtv ushered in new type of advertising: consumer tunes in advertising message, rather being by-product or afterthought. cable , satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted advertising, such qvc, home shopping network, , shoptv canada.

on internet 1990s

with advent of ad server, marketing through internet opened new frontiers advertisers , contributed dot-com boom of 1990s. entire corporations operated solely on advertising revenue, offering coupons free internet access. @ turn of 21st century, number of websites, including search engine google, started change in online advertising emphasizing contextually relevant ads based on individual s browsing interests. has led plethora of similar efforts , increasing trend of interactive advertising.

the share of advertising spending relative gdp has changed little across large changes in media. example, in in 1925, main advertising media newspapers, magazines, signs on streetcars, , outdoor posters. advertising spending share of gdp 2.9 percent. 1998, television , radio had become major advertising media. nonetheless, advertising spending share of gdp lower – 2.4 percent.

the advertising business model has been adapted since 1990s. in media equity, advertising not sold, provided start-up companies in return equity. if company grows , sold, media companies receive cash shares.

chinese advertising moving heavily smartphone, leaving television behind. companies in china increasingly more focused on mobile advertisements on television advertisements. central roles played chinese-based social networking sites weixin (also known wechat), , sina weibo, , efforts of western companies, including coca-cola, burberry, , north face, market chinese consumers through smartphones.

restrictions on advertising

since 1950s, industry itself, or government, has imposed restrictions on advertising types of products, liquor , cigarettes. tobacco bans exist in many major countries across world , cover 2.3 billion people. in 1990s quebec banned advertising directed @ children. restrictions have hindered competition in breakfast cereal market when compared rest of canada.