1920’s ADVERTSING ACTIVITY

Advertising The 1920’s was a Golden Age of Advertising. Advertisers used newspapers, magazines, radio ads, and billboards to convince the public to buy their products.

Advertising Activity Intro Questions What ways do businesses advertise today? Have each member of your group give an example of a time that a commercial they saw influenced them to buy a product

Many of the advertising strategies used today came into play during the 1920’s.

Take slogans, for example: Can you identify the business that goes with each of the following? Finger lickin’ good Every kiss begins… I’m lovin’ it Just do it! Maybe she’s born with it… It’s not delivery! It’s… What’s in your wallet? The ultimate driving machine Think outside the bun; Live Mas 15 minutes can save you 15% or more on car insurance% Eat Mor Chikin Now take a look at the Catchy Slogans slide to see some popular 1920’s slogans!

Catchy Slogans

Celebrity Endorsements Celebrities have been endorsing products and appearing in commercials for decades. Check out the Celebrity endorsements slide What’s ironic about what Al Jolson is saying in the Lucky Strike cigarette commercial? Why do you think companies put celebrities in their commercials?

Celebrity Endorsements

Bandwagon • This strategy says “Everyone else has it…shouldn’t you?” • Check out the Chesterfield ad  Who has influenced this woman to smoke? Can your group think of any commercials where it seems like everyone has the product in question (or at least all the cool people)?

Big Promises These ads talk big, but are often exaggerated or misleading List at least 2 examples of this type of ad today

Ideal people These might include cute kids, families, attractive models Why do many ads feature beautiful, idealized people using the product?

Fear Mongering This strategy tries to take advantage of your fears in order to get you to buy a product Look at the 1920’s examples. What fears do each of the following ads appeal to?

Fear Mongering

Heart Strings • These Ads try to make you feel good and touch your emotions (hoping you’ll buy the product) Aww! Isn’t she cute? Let’s buy chocolate!

Emotional Appeals You need this to feel good, be accepted, feel attractive What are some examples of ads today that try to manipulate your emotions in order to get you to buy in?

Cute Characters Who doesn’t enjoy an easily identifiable mascot like the Michelin Man or Mr. Peanut? Who are some cute corporate characters in ads today?

Before & After What are some types of products that like to show you “before and after” pictures to demonstrate the product’s effectiveness? Give up? It’s usually things like cosmetics, weight loss products, and cleaning supplies List any ads today that use this technique

Average-Joe Testimonials Many consumers want to know if regular people like them use a particular product. Why do many people want a product that they think lots of other people are buying? What ads today use this technique?

Appeal to Authority Some ads tell you to by a product because “the experts” or someone who works in that field agrees it is the best The advertisers don’t want you to take their word for it…listen to someone who knows What is slightly disturbing about the cigarette ad featured here? Which ads today use this technique?

Put Down the Competition •By ragging on your competitors, you also extol the virtues of your own product Can you think of any ads where they slam the “other guy”?

Can you think of any other examples of strategies used in advertisements that haven’t been listed here?