A History of Advertising Lecture Notes

A history of Advertising: he theme was to integrate art and technique to a consumer level through and areas of neglect (ELTON)

THE BEGINNING BY WIGHT

- most fun you can have with clothes on 2009 (R4)

- the futures bright, the futures orange + 118 118 (WCRS)

- Lever Bros (1851 to 1952)

- Bernbach (1911 to 82) DDB 

- Lux to Lynx (Lever)

- founded in 1885

- ubiquitous brand, part of average consumers mental furniture (Lever)

- most expensive real estate is the corner of somebody's mind (Hegarty)

FIRST BRITISH TYCOON THIS WAS SO THAT THEY COULD HOLD FACORTY WORKERS FOR MAKING SOAP. IT HOUSED PEOPLE IN THE 19TH CENTURY.

- built gallery and Port Sunlight village, 19th century to house his soap factory and workers

LEVER was born  born 1851 and his main item of work was- Cruckshank, All The World Going To See The Great Exhibition 1851

- link to colour printing, he had links to colour printing and from this he used advertising as an essential.

ADVERTISING - AN ESSENTIAL

The first soap was Sunlight - Packaging was simple and clear so people could see - FIRST SOAP

- lifted Sunlight to class by itself

AVERTSING BOOM took off when advertising started to get controlled by the press. Newspapaer and magazines started to develop. 

aided by abolition of taxes on paper 1855 and 61 // press owes a lot to advertising// News of the World ended when advertising puled out

SECOND BOOM

- colour print and pictoral ends 1880s

- 1890s contemporary paintings could be reproduced

- Sunlight Ad 1890s

FIRST CREATIVE AD

- message told in interesting and innovative ways

- imagery = spectacle and entertainment

- encouraged consumers to collect vouchers 

FIRST AGENCIES

- Cracknell (2011) agencies sold space in newspapers 

- fixed rates to clients

- agencies started to offer creative services

- 20th century model

WORLD DOMINATION

- Lever uses international agencies

- markets Britishness that suits all

- royal connections

- national and imperial imagery

IMPERIAL MISSION

- to civilize

- no commodity aided this more than soap

- cleanse the great unwashed of Britain's working class

- didn't just want this product they needed it

HOW?

- conquered world and hygiene problems

- sanitary achievement

"THE LYNX EFFECT