Commercial Radio II

Differences of Opinion

 * Advertising is a social construction
 * There is no fixed truth
 * Many different strategies could succeed or fail

Theories come out of social and cultural context

 * Account executives were always supposed to be similar to the clients (WASPs)
 * Why do we always talk about Copy Writers? -> Because they talk about themselves a lot

Smulyan's Scale

 * 1) Hard Sell to Creative (Approach)
 * 2) Reason Why to Whimsical (Copy)
 * 3) Research to Instinct (Consumer Preferences)

Example

 * Example of Hard Sell -> Anacin Ads
 * Creative -> "Lemon" VW Ad
 * Reason Why -> Viceroy Cigarette
 * Whimsical -> "My Friend Joe is now a Horse"
 * Instinct: Ohrbach's -> "I found about Joan"

The Men

 * Reeves - Ogilivy - Burnett - Gribbin --Bernbach
 * On the right: Hard Sell, non creative

Reeves

 * in 1940 -> Given the opportunity to set the philosophy at Ted Baines Ad Agency
 * Unique Selling Proposition -> "USP" Copy must set the product off from other products
 * Follows tradition of advertising as selling in print/text
 * Believed given two new dollar coins, he could pick either one and prove why its better

Basic Approach

 * 1) Inform consumers to buy
 * 2) Suggest that the competition sucks
 * 3) Make the sell so compelling that it pulls consumers from other company

Anacin

 * Big example of Reeves Reason Why/Hard Sell approach ->
 * TV Ad made Anacin incredibly powerful and popular ->

David Ogilvy

 * Said he followed Reeves values and strategies
 * Born in England
 * Became a disciple of Reeves
 * Big on reason why ads
 * Married Reeves Sister-In-Law


 * Didn't Really like advertising
 * Was also a British Secret Service agent

Burnett

 * Created the Jolly Green Giant & Pillsbury Doughboy
 * Based in Chicago
 * Used "Thick Pencils" for work
 * Created memorable advertising people:
 * Charlie the Tuna
 * The Marlboro Man
 * Tony the Tiger


 * Comforting and friendly
 * Touches the heart of consumers -> compelling their wallets

Speech

 * "When to Take My Name of the Door" ->
 * Suggested a certain conscientious approach

Gribbin

 * Used lots of copies


 * METHOD


 * 1) With the help of art director -> make good image
 * 2) Write a good headline
 * 3) Write a good first sentence -> that will make the prospect read the second sentence
 * 4) Repeat  til you know they read the whole ad
 * 5) Let the whole ad be a total story

Bernbach

 * From an immigrant family
 * Went to NYU
 * Considered a leader of the Creative Revoluton


 * Was an outsider
 * Believed in outsider
 * Doyle, Dane & Bernbach -> Outsider Agency


 * New way of thinking about advertising


 * Create good ways of advertising something


 * Didn't permit a client to give ground rules for a product -> Wanted freedom to think broadly

Images