Soap, Sex, and Cigarettes Ch.3

1900-WWI(1914-1918)

Added value

In advertising, the consumers’ Perception of a product enhanced value due to elements such as design additional features, desirable image, or reputable brand associations

Advertising Appeal

Connections between the product being advertised and some desire that the audience feels

What are the types of advertising appeals?

Emotional appeal and rational appeal

Emotional appeal

Advertising that bases pitches on the psychological or social desires/needs of the consumer; bases pitches on the satisfaction that comes from purchasing and owning or gifting a product

Rational Appeal

Advertising designed to appeal to a consumer’s sense of practical or functional need for the product or service 

Better Business Bureau

A network of non-profit organizations formed to protect communities from unfair, misleading, or fraudulent advertising and selling practices

consumption

the using of goods and services by consumers/household

consumer economy

the part of the economy directed at end consumers

Food and Drug Administration (FDA)

Government agency, starting with the pure food and drugs act of 1906, initially responsible for prohibiting interstate commerce of adulterated and incorrectly labeled foods, drinks, and drugs. The FDA got its modern name in 1930, and its regulatory Powers have expanded over time.

Getting “wired”

In the early 20th century America, homes were “getting wired” (in a literal sense) to get electricity. This was to power the relatively new invention of the light bulb and small electric appliances.

Marketing Research

The systematic gathering, recording, and analysis of information to assist advertisers in making marketing decisions.

Muckcrackers

In the progressive era, they were investigative journalists who exposed social issues and argued the needs for reforms

Pure Food and Drugs Act 1906/Food and Drug Act

The federal law requiring product labeling on medicine and food containers, including dangerous and addictive substances (including alcohol, cocaine, and heroin). The act started the modern origins of the FDA as a regulatory federal agency.

Progressive Era

The period (1901-1916) in the US, which was a time of pervasive social reforms and improvements

What are the creative philosophies?

Reason-why copy, preemptive claim, impressionistic copy, editorial style, and the “look” of the ad

Reason-why Copy

A hard sell-style of copywriting that focused on creating a sales argument with rational appeal, designed to overcome resistance from the perspective of the consumer. It used techniques such as supporting evidence, samples, testimonials, coupons, and money-back guarantees to grab (the attention) and persuade the reader.

Preemptive Claim

Claude Hopkins developed this technique that built an ad around a single selling point to establish a product’s uniqueness. He also theorized that if one took a product feature or quality that might be common to the industry, the one who made the claims first owns it

Impressionistic Copy/Atmospheric Advertising

Copywriter Theodore MacManus was a leader in this approach: A soft sell style of copywriting that was influenced by application of Freudian psychology and used an indirect approach through suggestion or association. Such ads often featured lavish illustrations and striking layouts to appeal to the consumer’s psychological needs and their enjoyment of sensory pleasures. (This was an exception of having visuals)

Editorial Style

Helen Resor combined soft-sell and hard-sell techniques by using reason-why copy and informational copy in adjacent reading material (ex: text box). This style also included free samples or coupons (which is evident of reason-why copy)

The “look” of an ad

Ernest Elmo Calkins’ soft sell approach was inspired by the Arts and Craft Movements, so they used striking images to get the paper/magazine readers to stop flipping through the pages. They used an image combined with text for a complete copy. They did not include reason and product benefits in the ads.