OUGD401 Lecture Notes: History of Creative Advertising

Robin Wight -
'The most fun you can have with your clothes on'
(WCRS) '118 118' & 'The futures bright, the futures Orange'

William Hesketh - First British tycoon 
Born in 1851
Color printing large scale
Great exhibition of 1851 - Photos and color technology 

Lever Brothers - James Darcy and William Hesketh Lever
Ubiquitous brand
Height of the empire. 


1860's cereal companies figured out how to print, fold and fill cardboard boxes - KELLOGS. 

Soap was sold in long bars that were cut up

BRAND VALUE

Advertising aided by tax cuts on newspapers 1855- 1860

Printing boom - technological progress in reproduction and color printing

1880's - color images and reproductions of magazines

FIRST MULTINATIONAL

Contemporary paintings in advertising 

 


Children were a sign of life - emotional strategy 

First creative advertising -

Selecting and presenting contemporary art works, communicating more powerfully a desired message
Message told in an interesting and innovative way

MEDICINE, CHOCOLATE AND SOAP - Foremost to be advertised globally

PRODUCT PLACEMENT
BRAND LOYALTY 
DEMOCRATIZATION

advertisingarchives.co.uk

'Capture the children' - target the mothers through children - free gifts for children.   
Directed at mothers - enduring a lifetime of brand loyalty.
2 million pounds from first 2 decades of making soap.

Palm oil - A vision to disguise slavery? 

First ambient - innovative spaces - doors left open at train station

Text in 'Sunlight Soap' spoke directly to working class women
Promise of happiness?

Advertisers made it their business to persuade consumers of their hygiene problems. 
HIGH FEELING STRATEGY 
Discrepancy between self, and self ideal image of self.