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Marketing Modernity: Advertising in the 1920s
Transcript of Marketing Modernity: Advertising in the 1920s
Advertising and Progressive Era Reform
19th C. Ads for cure-alls, quack meds, and VD treatments
Ads deemed misleading or obscene alarmed moralists and professional advertisers
Truth-in-Advertising Movement emerges, ca. 1890, from within the advertising industry
"Herbert Hoover as the New President" by Oscar Cesare (1929)
1920s ads became more sensual
Helen Resor's innovative ad for Woodbury's soap (Right)
Compare with the older (and creepier) ad below
Creating Demand: The latest fashions require the latest products
Creating Needs / Manipulating Anxieties
"Halitosis" (AKA bad breath), a medical condition invented by Lambert Pharmacal to sell Listerine (left)
Soon after, Lever Bros. introduced the term "B.O.," or, "body odor" to market deodorant
Lifestyle Marketing: Connecting the product to an image
Shifting the Emphasis
From the Product (1908 ad, left)
To the Consumer (1928 ad, right)
Managing the Modern Household
Electric appliances eased the drudgery of housework
Ads emphasized their liberating benefits
But how liberating were they?
Edward Bernays, "The Father of Public Relations"
Engineering Consent: Propaganda Applied to Advertising
Lucky Strikes ad, 1920s
Weight gain tablets ad, 1930s
Coke Ad, 1890s
Coke Ad, 1920s
"Apostles of Modernity": Professional Ad Agencies in the early 20th Century
Albert Lasker, "Father of Modern Advertising" (above)
Walter Dill Scott, early advertising psychologist (below)
Birth of Ad Philosophies
"Reasons-why" and "Image" advertising
Appealing to consumer sensibilities
Repetition and brand recognition