William Hesketh Lever and James Darcey started Unilever in the 1890's.
A ubiquitous brand, "part of the consumers mental furniture"
Bill Bernbach paired copywriters with directors.
In the 1860's the technology to print on mass and folding and filling boxes was made.
Along with abolishment of taxes on newspapers in 1855 and on paper in 1861.
The press owes much to advertising.
Lever begins buying contemporary art from the colleges and using them in his adverts. At this point once you bought the piece you owned its copywrite too.
Product placement in the painting "The Wedding Morning" famously replacing a tea cup and a clock with his soap "Sunlight Soap"
It had royal endorsement "Soapmakers to the queen" and a wrapper scheme. Collect 750 and get a record player, collect 4000 and get a rolled gold watch.
1899 Lever begins to buy other companies and selling soap for washing floors with a tropical theme to the advertisements, steering away from the forced labour he used to get the palm oil.
He placed his posters in well chosen places, such as the inside on train carriage doors so they could be seen all down the platform when loading and unloading.
Lever was a firm advocate of the truth or so he says.
He marketed Sunlight soap as;
- making washing easier which meant
- you will age slower
- so you will have more time for romance
- so you will get laid more.
It also had a british stamp on it so along with the royal endorsement it sold itself through the british empire.
High Feeling tactic - "If you are unclean you are worth shit." Linx still use this technique.
Descrepancy theory - The difference between the self and the ideal self. A psychological concept.
"Nine out of ten screen stars care for their skin with Lux Soap." - Proctor and Gamble
Economic Liberals - Capitalists
- Good trade relations between countries help keep the peace
- advertising creates more jobs
New Media
From Mass Media to My Media,
Viral advertising, volountary online viewing
Old method - Direct transmission
New method - Cybernetic, it engages with the audience for example
- The coke mentos experiments
- The old spice viral campaign using twitter to get responses
- youtube competition - "Embrace Life"
- NYC tourism campaign, 4 new oasis songs played by street artists positioned around the city. "Dig out your soul" people encouraged to go find the artists through google maps etc.
Mobile phones are the promotional channel for the future of advertising.
The Kairos Factor - picking oppertune moments to advertise to people, mobile devices connected to the internet make this possible.
The internet makes mass creative collaboration possible.
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