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Advertising

By Alaa Abuamra, Annabelle Li, Julia Seo, Tala El Hallak, April Wiederhold, Sahyra Ternera
by

Alaa Abuamra

on 23 October 2014

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Transcript of Advertising

Steven Heller
Judith Williamson
Raymond
William

k
NEWSPAPER AND MAGAZINES
Johnson 1758
Advertising
World

The Process
Advertising
By:
April Moskal, Alaa Abuamra, Sahyra Ternera
Tala El Hallak, Julia Seo, Annabelle Li
What is Advertising?
What is commodity?
What is brand?
Product
Commodity
Exchange Value
Natural Product
Exchange Value
Advertising
Function
Sell things to us
Create Structure
of meaning
Things
Statement
Human
Statement
Categories
of
Advertisements
Advertising is Selling us
People identify themselves with
what they consume
What we are able to buy?
Social Place
Sign
Signifier
Signified
it is the thing and it is the meaning for people.
modern
Modern
Anti-Progression
Calkins
Holden
N.W. Ayer
Kenyon
Eckhart
"There was a noticeable lack of fussy ornament, an increasing cleanness and crispness of line... fewer rules and type ornaments were used"
Calkins' ideology
obseletism
economic well-being
N.W. Ayer's perspective
Economic "over-confidence"
Great Depression
Solution changes design aesthetic
Examples
Obseletism
Displacement
of Values
“The hostility to archaic tradition and, that promulgation of utopian universality which underscored the European Modern schools were not present in the modernity that America business embraced"
Commercial modernism is a “misinterpretation, indeed a perversion, of the European Modernist ideal, but not a crime against it.”
“Promise, large promise, is the soul of an advertisement. ”
POSTERS AND LARGE PRINT LITHOGRAPHY
“Worth A Guinea a Box”
“Good Morning! Have you used Pear’s Soap?”
DESIGN AS A PROFESSION
19
th
Proprietary medicines 29.4%
Toilet goods 21.3%
Soap, polishes etc. 14.1%
Tobacco 9.3%
Advertising Effect on
The Sales of Companies
20
th
Advertising in
Advertising
Publicity
sell goods
sell persons
“Advertising is increasingly the source of finance for a whole range of general communication”
Advertising is involved in:
1.selling goods and services
2.teaching of social and personal values
3.Politics
Advertising is ‘magic’
Fine typography must be a component of successful advertising, rather than an afterthought thrown in by job printers
Full transcript