Unit 2 Advertising–History of Advertising

Posted on July 16, 2010. Filed under: Advertising, Communications, Ethics, Issues, Law, Magazines, Mass Media, Newspapers, Politics, Print Media, Radio, Regulations, Television, Web | Tags: Advertising, American History, Business History, Communications, History, History of Advertising |

Unit 2 Advertising_ History of Advertising .ContentGo to the following link and answer the questions in your Assignment Blog

Title: Unit 2_ Assign 1

A Brief History of Advertising:
A. Go to the following link and read through the brief history of advertising.

http://historymatters.gmu.edu/mse/ads/intro.html

-Complete the quiz “Match the Ad to its Purpose.”

-Answer the following questions in your blog:
 

1. What three devices did Benjamin Franklin use in his publication the Pennsylvania Gazette to reach out to readers?
The three device that Benjamin Franklin used in his Pennsylvania Gazette to reach out to reader were headlines, illustrations, and advertising placed next to editorial material. 

Franklin also published stories on politics, political cartoons to illustrate these stories, the community’s weather and current events, foreign affairs,  and under Pennsylvania Gazette header used the tagline–“Containing the freshest Advices Foreign and Demestick”.

 

Background Information

History of Advertising 2/9

 

“…This political cartoon (attributed to Benjamin Franklin) originally appeared during the French and Indian War, but was recycled to encourage the American colonies to unite against British rule. From The Pennsylvania gazette, 9 May 1754. Abbreviations used: South Carolina, North Carolina, Virginia, Maryland, Pennsylvania, New Jersey, New York, and New England. This is a somewhat odd division: New England was four colonies, and Delaware and Georgia are missing …”

http://en.wikipedia.org/wiki/File:Benjamin_Franklin_-_Join_or_Die.jpg

http://www.earlyamerica.com/earlyamerica/past/past.html

　

“…Selections, 1730-1743

In 1750 in New England, almost 70 percent of white men and 45 percent of white women could read; in the southern colonies, about 50-60 percent of men and 40 percent of women. With a literacy rate greater than Britain, the colonies by mid century hosted more newspapers than the mother country.1 A sample of this expansive output is this collection of brief items from Benjamin Franklin’s newspaper, The Pennsylvania Gazette, “containing the freshest Advices Foreign and Domestick.” Together they offer a window into life in the middle colonies in the mid 1700s: fire, earthquake, weather extremes, smallpox, the revival tour of Rev. George Whitefield, the king’s birthday, the mayor’s feast for the city’s citizens, fundraising for a “Negro school,” return of a castaway, the birth of triplets, the exhibition of a live camel from Arabia, a fraudulent marriage, spousal abuse, a false charge of rape, the murder of an enslaved boy, death by alcohol, a hunting accident, robberies, obituaries, advertisements, and Franklin’s announcement of his editorial policy. …”

http://nationalhumanitiescenter.org/pds/becomingamer/ideas/text5/pennsylvaniagazette.pdf

Benjamin Franklin

“…Franklin’s Pennsylvania Gazette provided information about politics to the people. Ben Franklin used political cartoons to illustrate news stories and to heighten reader appeal. The May 9, 1754 issue included Join, or Die, which is widely considered the first American political cartoon. Devised by Franklin, the cartoon reflected concern about increasing French pressure along the western frontier of the colonies.

Statesmen

To protest the Stamp Act provisions, which required newspapers be printed on imported, stamped paper, Franklin had the November 7, 1765 edition of the Pennsylvania Gazette printed without date, number, masthead, or imprint. In doing so, he highlighted the impact of royal policies on colonial freedom and exerted colonists’ autonomy.

http://inventors.about.com/od/fstartinventions/a/Franklin.htm

2. What does the article say was a particularly disturbing form of advertisements in the 18th and 19th century?

A disturbing form of advertisement were notices of slave sales or appeals for the capture of escaped or runaway slaves with  rewards for their return. (see photos below)

Background Information

Collecting 19th Century Authentic Newspapers

Rare News  Papers

http://rarenewspapers.com/

 

3. How did mass production of goods in the 1880’s affect advertising revenues and methods?

The mass production of goods in the 1880s such as canned food, soap, and cigarettes in great quantities required these businesses to first find buyers and second persuade the buyers to purchase their products.

In addition to the manufactures of mass produced goods, other businesses such as large retail department stores in rapidly growing cities turned to advertising to sell their goods.

As a result the total advertising volume increased from $200 million dollars in 1880 to nearly $3 billion in 1920.

Advertising agencies that before 1880 primarily sold advertising space in local newspapers and a limited number of magazines, expanded their service for national advertisers by designing copy and artwork and positioning the advertisements to attract buyer attention. Advertising agencies and their employees sought legitimacy and public approval with many in the advertising business dissociating themselves from the fraud and swindles of the patent medicine peddlers.

Background Information

History of Advertising 3/9

4. What character, introduced in 1955, changed one cigarette company’s target and launched the company into becoming the best-selling brand? What changed?

Marlboro cigarettes were originally targeted for woman as being “Mild as May”.

In 1955 the  Philip Morris & Co. targeted the Marlboro brand of cigarettes at men in the  ”Tatooed Man'” campaign.

The character was became known as The Marlboro Man.

The target of the advertising campaign changed from women to men.

In 1955 a number of medical research studies found that cigarettes may cause lung cancer.

In response to this, a number of cigarette companies added filters to their cigarettes.

Philip Morris used this opportunity to expand its customer base by adding men who were concerned about cancer by switching them to the Marlboro brand whose tobacco flavor was mild but now also had a filter and came in a flip top box.:

“Man-sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn’t get in the way. Modern Flip-top box keeps every cigarette firm and fresh until you smoke it.” –

~Phillip Morris Marlboro Advertisement

Background Information

The Marlboro Man

History of Advertising 1/9

 

 

The Marlboro Man

“…The Marlboro Man is a figure used in tobacco advertising campaign for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The image involves a rugged cowboy or cowboys, in nature with only a cigarette. The ads were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine.

The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant ad campaigns of all time. It transformed a feminine campaign, with the slogan “Mild as May”, into one that was masculine, in a matter of months. Although there were many Marlboro Men, the cowboy proved to be the most popular. This led to the “Marlboro Cowboy” and “Marlboro Country” campaigns.^[1] …”

 

The Marlboro Man Meets the Surgeon General

“…Philip Morris saw its chance to reintroduce Marlboro in the early fifties when the first studies linking cigarette smoking to lung cancer were released. Consumers began feeling mislead by the established brands and dropped their old allegiances. They were willing to try other brands but were unable to break away from smoking completely, due to what would later be attributed to nicotine addiction. Disillusioned consumers turned to Marlboros, the new “safer” filtered brand. Ross B. Millhiser, president of Philip Morris in 1968, looked back on Marlboro’s window of opportunity and explained that “the filter revolution caused more switching than all the cigarette manufacturers with all their money could have induced.”(White 121) Unfortunately for Marlboro, formerly known to be “Mild as May”, the new filters were considered effiminate. The dilemma would be to appeal to the attitudes of an old group of customers with a new concern, addicted men who feared lung cancer.

Philip Morris took the challenge to a midwestern agency, the Leo Burnett Company of Chicago, and reintroduced Marlboro to the nation in 1955 with the “Tattooed Man” campaign. Joseph Cullman, then president and chief executive officer of Philip Morris Inc., explained, “We felt that West of the Alleghanies we could secure a better understanding and feel of grass-roots America and what it wanted in a cigarette.”(Esquire 8/60 146) The resulting campaign assured buyers, with television commercials and printed pages, that “You get a lot to like with Marlboro, filter, flavor, flip- top box.” The image of the “new Marlboro smoker as a lean, relaxed outdoorsman–a cattle rancher, a Navy officer, a flyer–whose tattooed wrist suggested a romantic past, a man who had once worked with his hands, who knew the score, who merited respect,”(Esquire 6/60 146) proved that there was nothing sissy or feminine about these filtered cigarettes. The first advertisements spoke directly to the masculine audience suggesting in a descriptive paragraph that they try “old fashioned flavor in a new way to smoke.” They reassured men that the filter did not change Marlboro quality and the

    Man-sized taste of honest tobacco comes full through.  Smooth-
     drawing filter feels right in your mouth.  Works fine but doesn’t
     get in the way.  Modern Flip-top box keeps every cigarette firm
     and fresh until you smoke it. (Made in Richmond, Virginia, from
     a new Marlboro Recipe)  …”

 

“…Philip Morris, with the Marlboro cowboy, has capitalized on what the cigarette advertising industry realized as an unique quality in its products. “The physical characteristics of the standard brands are nearly identical and their individual demands are highly elastic, yet despite close similarity, consumers are not indifferent to the choice of brands but show enduring loyalties based upon very slight physical differences or upon irrational grounds.”(Tennant 163). The irrational appeal of the strong individual is bolstered by the strong geometric design of the red, white and black-lettered flip-top package. It was designed by Frank Gianininoto in 1954 and carefully tested through consumer surveys by Elmo Roper&Associates and the Color Research Institute.(Advertising Age 11/9/88) When displayed on open cigar counters consumer reaction was gauged on hidden cameras as their eyes settled on the bright packaging(Esquire 6/60). Like a cowboy’s holster for his favorite gun the packaging makes a statement. It is estimated that the average smoker removes his or her cigarettes 20-25 times a day. In 1987, Thirty-two years after the box was designed, Forbes magazine(2/9/87) polled smokers and offered them Marlboro cigarettes unaltered except in a generic brown box and at half price. Only 21% were interested. The public embraced the red box as a symbol of membership to the club that recognized the Marlboro Man as their spokes-person. A 1959 ad showed the Flip-top box as a unifying element “From the Klondike to Key West…. Every man is a ‘Marlboro Man’ once he discovers that Marlboro is for real smoking.” [Image 3]. The box is a carrying card available to everyone. It is visable proof of participation in or appreciation for a certain idealized way of life that not many actually get to experience. Consumers carrying the box were now investing themselves and their reputation in the positive image of the Marlboro Man. …”

http://xroads.virginia.edu/~class/marlboro/mman3.html

Marlboro Cigarettes

“…Since Marlboro filtered cigarettes were previously oriented mainly to the female smoking audience, Phillip Morris decided to extend the range of customers, touching the group of addicted male smokers who were afraid of acquiring lung cancer. Therefore advertising strategies were completely revised.

As a result the “Tattooed Man” campaign got under way in 1955. The new advertisements popularized the image of rugged men (a cattle rancher, a Navy officer, a flyer), – “whose tattooed wrist suggested a romantic past, a man who had once worked with his hands, who knew the score, who merited respect”. The new Marlboro smokers were portrayed smoking while performing manly tasks. “Man-sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn’t get in the way. Modern Flip-top box keeps every cigarette firm and fresh until you smoke it.” – Phillip Morris Marlboro Advertisement.

The campaign proved that there was nothing feminine about the filtered cigarettes and tripled sales by 1957. In 1954, the cowboy image was introduced and became the most popular Marlboro advertisement character ever. By 1963, the Marlboro cowboy became the only character in the marketing of Marlboro cigarettes. The geometric design of the red, white and black-lettered flip-top Marlboro package boosted the appeal of a strong independent individual.

By 1972, Marlboro cigarettes had become the most popular world-wide and have stayed that way for majority of years that have followed. By 1992, Financial World ranked Marlboro the world’s No. 1 most valuable brand, with a market worth of $32 billion. Currently, Philip Morris’ tobacco brands are in 180 markets, have a 38% market share in the US, are the top-selling cigarettes in the world, and the tenth-most valuable product brands overall.

http://www.cigoutlet.net/cigarettes/marlboro-cigarettes.html

Trivia: Marlboro Was a Woman’s Cigarette

“…Filtered cigarettes were considered feminine as reflected by Marlboro’s original slogan “Mild as May.” In the 1930s, Marlboro even changed the cigarette tips from ivory to red so they wouldn’t smear ladies’ lipstick.

In 1955 Philip Morris & Co. tried to change Marlboro’s feminine image with the “Tattooed Man” campaign, where a rugged cattle rancher, a Navy officer, and a flyer (all with muscular, tattooed hands) were shown holding a cigarette. Supposedly the tattoo was suggestive of “romantic past.” Later, ad genius Leo Burnett used the image of a cowboy to prove that the cigarettes weren’t for sissies, and thus “The Marlboro Man” was born. ..”

Marlboro

“…Marlboro (US: /ˈmɑrb(ə)roʊ/^[1]) is the largest selling brand of cigarettes in the world. It is made by Philip Morris USA (a branch of Altria) within the US, and by Philip Morris International (now separate from Altria) outside the US. It is famous for its billboard advertisements and magazine ads of the Marlboro Man.

The brand is named after Great Marlborough Street, the location of its original London Factory. Richmond, Virginia is now the location of the largest Marlboro cigarette manufacturing plant.

Philip Morris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a woman’s cigarette based on the slogan “Mild As May”.

The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish firm holds on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return.

During the 1950s Reader’s Digest magazine published a series of articles that linked smoking with lung and other cancers. Philip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes.^{[citation needed]} The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented “Marlboro Country” and distilled their manly imagery into the rugged cowboys known as the “Marlboro Men”. The famous slogan used on radio and television during the mid-’60s was, “Come to where the flavor is…come to MARLBORO COUNTRY”, backed by Elmer Bernstein’s theme from The Magnificent Seven.

In the USA, in order to comply with new regulations prescribed by the Food and Drug Administration, Marlboro had until June 22, 2010 to rebrand tobacco products marketed as “Lights”, “Ultra-Lights”, “Medium”, “Mild”, or any similar designation that yields an impression that some tobacco products are comparatively safe. Similar restrictions were applied in the European Union some years ago. …”

http://en.wikipedia.org/wiki/Marlboro_(cigarette)

Now visit this link and answer these questions in your Blog:
http://adage.com/century/timeline/index.html

1. What newspaper printed the first known advertisement?

In 1702 The Boston News-Letter’s printed the first known advertisement in the United States.

2. What magazine was the first magazine to carry $100 million annually in advertising?

Life magazine was the first magazine to carry $100 million annually in advertising.

3. What year did Congress prohibit broadcast advertising of cigarettes?

In 1971 Congress prohibited broadcast advertising of cigarettes.

4. What was The Associated Advertising Clubs of America?

In 1904 a group of advertising agencies, advertiser and media representatives formed The Associated Advertising Clubs of America.
Assignment 1 is due Monday, July 19 at 5 p.m.

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