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Advertising

Advertising. Advertising attempts to correlate products with a cultural value or image that has a positive connotation. Penny Press of 1830’s (The New York Sun – 1833) used low prices to reach a wider audience. This attracted advertisers and a new model was born.

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Advertising

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  1. Advertising Advertising attempts to correlate products with a cultural value or image that has a positive connotation. Penny Press of 1830’s (The New York Sun – 1833) used low prices to reach a wider audience. This attracted advertisers and a new model was born. Magazines used this same model and had an even wider reach, due to national circulation.

  2. Public Relations • PR: • Early strategist in public relations was: Edward Bernays. • Edward Bernays (1891 – 1995) • Bernays’ uncle was Sigmund Freud. Disillusioned after WWII, Freud and other psychologists began to believe that the masses were led by the herd instinct and were uncontrollable due to subconscious drives. • Bernays believed this theory. He also believed that the masses didn’t know what they wanted, and that PR could be designed to form the desires, opinion and even actions of the masses in incredibly subtle ways. • Bernays published books “Crystallizing Public Opinion“(1923) and “Propaganda” (1928) became handbooks for PR. Quote from “Propaganda” ‘scientific manipulation of public opinion was necessary to overcome chaos and conflict in society and the manipulation was for “our own good and the only way that democracy can work efficiently.”

  3. Bernays worked in Woodrow Wilson’s “Committee on Public Information.” This committee was created to influence American’s to support war efforts. It was basically a government propaganda machine.

  4. The Committee on Public Information (short lived: 1917 – 1919) • Created publicity via radio, posters, TV, movies and newspapers. • Four Minute Men • Volunteers who would speak about the war in public spaces – a four minute lecture about the benefits of the war.

  5. Discuss Kid Rock Pro Military ad: • http://www.youtube.com/watch?v=xHzSBEVbXtM • Edward Bernays: • Sell Lucky Strike cigarettes to women campaign. • Problem: Women would only smoke at home. • Sell slenderizing effects of smoking – got commercial artists on board to draw slimmer. • Psychotherapists – “Torches of Freedom.” Marching women – to help get women to smoke in public • Change fashion to green – to appeal to women – fashion accessory idea of smoking.

  6. Discussion questions: • Do you think that Bernays is correct in his statement about democracy and PR? • What about “heard instincts” and the use of psychoanalysis and exploiting progressive movements to promote products? • Do you think that government regulation of advertising is justified? Explain. • In your opinion, would most Americans give up their privacy in order to retain free, advertiser-supported services such as email? Explain. Pro/Cons? • Could print media survive without traditional forms of advertising? Explain. • How do you think branding has affected American culture?

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