Lecture 4 - Advertising and New Media

Here are the notes I made on the Advertising and New Media lecture on 24/11/2010.

Objectives are:
   - key points in history of advertising
   - understand context in which advertising emerged
   - understand some aspects of advertising strategy
   - speculate the implications of New Media on creative and the role of the creative.


What is New Media?
Sutherland, 2009 quote.
"...media that work not through persuasion or impressions but through engagement and involvement. If we stick with the old [Mass Media] model, we squander all the possibilities of the new media ecosystem"


    - president of the IPA
    - executive creative director of Ogilvy UK


What is old media?
    - began late 19th Century.

Radio

Robin Wight
   - founder of WCRS
   - future's bright, future's orange
   - 118 118

William Hesketh Lever
   - Lever Bros

Bill Bernbach
   - first to combine copywriters and art directors

In the beginning.. There was soap.
   - sunlight exhibition, Liverpool

Lever Bros, soap
   - today, Unilever, 900 brands
        - Ben and jerks
        - bertoli
        - birds eye
        - persil
        - sunsilk

W.H. Lever 1851
   - same year as Great Exhibition oh 1851

By 1860's
   - changed
        - worked out how to print on packaging
        - mechanically fold and build boxes
        - this brought kelloggs, cols

Lever was the first to package the first bar of soap
   - added value
   - new class

Mid to late 19th century.
   - boom in printed ads
   - press indispensable for ads
   - newspapers
   - posters
        - colour
        - printing press
        - 1890's onwards
        - this technology allowed art to be reproduced

Lever bought art with intentions of using in his advertising
   - he bought 'the new frock' by William Powell Frith
   - 'the wedding morning' by John Henry Frederich (1892)
   - changed some objects in the piece
   - clock and cup - changed to soap

Brand loyalty.

19th century
   - colourful, innovative advertising was crucial to Lever's success

Medicine, chocolate and soap were big on advertisements at this time.
   - soap was the first to become international campaign
        - didn't want it, needed it.

Promotion boom - interactive?
   - influential schemes
   - royal endorsement from 1892 Queen Vic
   - 1903 they began wrapper scheme offering soap in return.

Capture the children.

Investing in advertising
   - Lever spent £2million first 2 decades of making soap
   - purchased Philadelphia soap firm

Art Direction
Gross suggested plantol should depict tropical climates and express the care that is exercised in refining oils
   - a vision to disguise the forced slavery?

Lever - executive creative director
   - always researching new things
   - where to advertise?
   - send ad examples across the country
   - amassed and was among innovators of advertising expertise
   - advocated truth in advertising is an asset; falsehood in advertising is a liability

Lever - salvation
   - many of his early ads emphasised that sunlight soap would save women from drudgery.

Sunlight soap and how to use it, spoke to working class housewives
   - improves lives
   - easier
   - save sex life
   - save marriage
   - quality time for romance
   - quick

The employed international agencies
   - particularly for American market
   - britishness suited all

The British imperial mission
   - to civilise
   - no commodity aided more than soap

The Lynx Effect. Quote,
"The message was clear, if one wished to gain or retain a partner, a job, a reputation and self esteem, one needed to attend to personal hygiene...sales skyrocketed"

New media model
   - shift in last decade from mass media to my media
        - more personalised

Viral advertising
   - one distinction between new and old media
        - voluntary viewings (video viewings online)
        - forced viewings (tv or print)

Definition of viral.
"unpaid peer-to-peer communication of content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others"

New communicational model
   - engaging with an audience
        - via comp

Trevor Beattie: ideas
   - forget next big idea and come up with lots of small ideas
   - Internet is last big idea
        - allows lots of small ideas to circulate
   - digital media > convergence of media opens ip opportunities for realcreatives

Viewer generated content
Coke and Mentos
   - these were worth £10million to Mentos




Old Spice