1440s Movable-type printing press invented by Johannes Gutenburg Printed handbills

1600s Newspapers emerge 1622: First ad in London ’ s Weekly Relations News 1655: First use of the term “ advertising ”

1700s 1704: First published ads in America in Boston Newsletter. 1729: Ben Franklin first to use white space and illustrations in ads.

1800s 1840: First magazine ads run. 1841: Volney Palmer becomes first “ newspaper agent ” (advertising agent) in America.

1800s 1850 (approx.) Industrial Revolution kicks in, leading to emergence of consumer society. Why now?

1800s 1850s: Branded products (Baker ’ s Chocolate) begin to appear in stores.

1800s 1869: Francis W. Ayer founds ad agency using father ’ s name, N.W. Ayer & Sons, in Philadelphia.

Francis W. Ayer innovations 1876: First “ for commission ” ad contract. 1879: First market survey for an ad 1890: First on-staff art services. 1892: First on-staff copywriting services.

3 Momentous Decades Setting the stage for modern advertising were changes in: 1. Transportation 2. Population 3. Industrialization

Transportation Goods could be transported across the nation. RR was the key connection.

3 Momentous Decades Setting the stage for modern advertising were changes in: 1. Transportation 2. Population 3. Industrialization

Population There were people there to buy things. Population was growing quickly. Labor force settling in cities. Middle class emerged.

3 Momentous Decades Setting the stage for modern advertising were changes in: 1. Transportation 2. Population 3. Industrialization

Industrialization New products. New manufacturing techniques. Improved media vehicles.

1900s 1900: Psychologists begin to study the persuasive qualities of ads. 1900: Northwestern University adds advertising as a discipline. 1905: First national ad plan (for “ Gillette Safety Razor ” )

1920s “ Salesmanship in print. ” John E. Kenedy in 1905? or Albert Lasker in 1920? 1922: First radio advertisement. 1924: N.W. Ayer produces first sponsored radio broadcast.

"Ads are the cave art of the twentieth century." - Marshall McLuhan, quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations, 1993, Canada: Fitzhenry & Whiteside Limited, p. 19.

1930s 1930: Advertising Age magazine is founded 1930s: Radio advertising surpasses magazines as leading ad medium.

"Advertising is the greatest art form of the twentieth century." - Marshall McLuhan (1976), Canadian social scientist (quoted in Robert Andrews, The Routledge Dictionary of Quotations 1987, p. 5, London: Routledge & Kegan Paul).

1940s 1940s: War gets in the way.

1950s 1950s: TV emerges as legitimate advertising medium.

The Hathaway Man 1953

1950s & 1960s 1950s: David Ogilvy ’ s “ Hathaway man ” is born. 1960s: Doyle Dayne Bernbach ’ s “ Think Small ” VW campaign. Madison Avenue is where it ’ s ad.

1990s 1990s: Recession leads to agency mergers and closings. Mid-1990 ’ s: Media glut and marketing fragmentation. Network TV fades, and Internet advertising comes onto the scene.

AD CREATION Write a statement of the one thing you need to say about the product to the prime prospect. Your promise, your basic theme—what the product or service will do for the consumer.

The Creative Team Creatives : Work in the creative department, regardless of the specialty Copywriter : Creates the words and concepts for ads and commercials Art director : Determines how the ads verbal and visual symbols will fit together Creative director : Head of the creative team of copywriters and artists Responsible for the form the final ad takes

What people see: 1.Illustration 2.Headline 3.First line of copy 4.Logo

What Makes Advertising Great? Audience Resonance Strategic Relevance

Elements of the Message Strategy NonverbalVerbalTechnical

8-32 The Artist Role  Develop the BIG Idea –Visualization/ conceptualization –Transform or incubate the concept  Implement the BIG Idea

8-33 Standard Subjects for Ad Visuals  The package containing the product  The product alone  The product in use  How to use the product  Product features  Comparison of products  User benefit  Humor  Testimonial  Negative appeal

Headline and Visual Body Copy Slogan Contact Information Subhead

Advertising research indicates that...

A. Ads scoring in the top third have visuals averaging 82 percent of the space. B. Next in ranking, ads feature one large picture and two smaller ones. C. Visuals can stop the reader, arouse interest, and may actually contribute to long-term memory. D. When the headline appears below the illustration, ad looks more like an editorial and gain about 10 percent more readership. E. Readership drops considerably after 50 words.

F. Copy blocks should be kept to 20 percent of the ad. G. Ads for high-involvement products do better with long, informative copy when the advertiser is more interested in quality rather than quantity. H. For best results, company signatures and logos should be placed in the lower right-hand corner or across the bottom of the ad, but need not occupy more than 5 to 10 percent of the area.

Functions of Slogans Provide continuity to a campaign Reduce message strategy to a positioning statement

Storyboard Development 1)Develop the script, 2)Design storyboard, and 3) Shoot animatic

Storyboard Development 1)Develop the script, 2)Design storyboard, and 3) Shoot animatic

8-41 1)Develop the script, 2)Design storyboard, and 3) Shoot animatic

Print Advertising Pros and Cons Effective Copywriting 1.Get to the main point quickly. 2.Emphasize one major idea simply and clearly. 3.Be single-minded. 4.Position the product clearly. 5.Keep the brand name up front and reinforce it. 6.Write with the consumer’s ultimate benefit in mind. 7.Write short sentences with easy, familiar words and themes.

Print Advertising Pros and Cons 8.Don’t waste words. 9.Avoid boasting. And “we,” “us,” “our.” 10. Avoid cliches like the plague. 11. Write with flair and excitement. 12. Use vivid language. Lots of verbs. 13. Stick to present tense, active voice. 14. Use personal pronouns (“you, your”) 15. Use contractions. 16. Don’t overpunctuate as it slows the flow of copy 17. Read the copy aloud 18. Rewrite to write tight. Primary source: Arens

9-44 The Art of Creating Print Ads: Ad Design and Production Small, rapidly produced drawing for visualization Thumbnail Drawn to actual size, art sketched in, body copy lines Rough Layout Facsimile of the finished ad Comprehensive Presents look and feel of brochures Dummy Text and visuals in exact position, ready for camera Mechanical

9-45 Principles of Design: Which layouts work best? Also called picture window layout. A single, large visual occupies about two-thirds of the ad. Poster-style A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion. Mondrian Grid

9-46 Principles of Design: Which layouts work best? Circus Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive. Picture Frame Copy is surrounded by the visual (or visual may be surrounded by copy).

9-47 Principles of Design: Which layouts work best? Copy-Heavy When you have a lot to say and visuals won’t say it. Montage Similar to circus, brings multiple illustrations together and arranges them to make a single composition.

9-48 Principles of Design: Which layouts work best? Combo Creativity often involves combining two or more unrelated elements to make an ad more interesting.

9-49 Selecting the Visual The Art of Creating Print Ads: Use of Visuals Is a visual needed for communication? Black-and-white or color? Illustrator or photographer? Technical or budgetary issues? Subject’s relevance to creative strategy?

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