BLOG POST #2: History

7 Sep

This week, I want you to dive into advertising history a bit more.  Pick either an event or person from Bendinger, et al. Chapter 1.  Spend some time researching your event and person and share your findings in your comment. 

Thinking Points:

  • Why is the person or event so interesting?  What drew you to him or her, or it?
  • What was the contribution the person or event made to advertising?  Do you still see the impact today?
  • How did the event or person influence advertising at the time?  How extensive was that influence?
  • What were the social or cultural conditions that may have shaped the person’s thinking or caused the event?  
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9 Responses to “BLOG POST #2: History”

  1. Jordan MacConnell September 8, 2010 at 10:14 pm #

    I choose to write about Alex Osborn because he created brainstorming and was all about the creative aspect of advertising, which I find the most interesting. Brainstorming is something people do almost every day, especially in the advertising world. Since then I don’t think a single advertising campaign has not been formed without brainstorming first. He believed that ideas should be able to be shared without judgment. He created six stages for brainstorming. The first is to state the problem. Second one must restate the problem in “how to” form. Third, initial ideas are called out and recorded. Then the group goes away from the problem for a short period of time and brainstorms about something completely irrelevant. Once the group refocuses it is time for the real ideas to start flowing and finally the group tries to make the wildest idea useful. It sounds strange, but in 1956 he took part in 401 brainstorming sessions, which produced 34,000 ideas. 2,000 of those ideas were then deemed worthy. Osborn is all about embracing creativity.

    • zach boothe September 10, 2010 at 12:58 am #

      Bill Bernback is interesting because he was one of the most influencial ad creators in history. He took a big point of an ad, and made it simple. One of the most notble ads was the one for VW. A current example would be the Miller High Life ad that’s only 5 seconds long. Just the Miller High Life guy shouting “HIGH LIFE!” A big point in a simple, clear message.
      His influence was huge, Bill was one of the three founders to the big DDB direct advertising companies.
      With the High Life commercial, comedy was surely used. It’s pretty funny to have a 2 second ad and that’s it when everyone else is trying to spend money and put out their most impressive ads for the Super Bowl.

  2. Thea September 9, 2010 at 12:09 am #

    I chose to focus on Bill Bernbach, his creative talent is generally described as connecting his personal love of art with the task of advertising specific products. As he said “…advertising is persuasion, and persuasion is not a science, but an art.” In a way he was able to jumpstart the more modern print advertisements, jumping ahead of him time into the art deco theme. He used simple and sophisticated techniques to lure in a market for product. According to alternate sources, many say it was his idea to put the copywriters and art directors into one team, so they were able to build upon each other, and understand the concept from the ground up. He is credited to be the mastermind behind many successful campaigns and slogans young and old. I think its important to revert back to the basics and simplistic ideas that worked so well for a man like Bernbach. In modern advertisements, we are confronted with so many different scenarios, it’s hard to grasp the real message, but with Bernbach’s approach, its simple, elegant, and as his history shows, his techniques work.

  3. Molly McGranahan September 9, 2010 at 10:29 am #

    I chose to further research Leo Burnett. I am vaguely familiar with him from doing a past project on the Marlboro Man, which I found is one of the most widely known brand advertisements around. Upon researching him more, I discovered that he not only branded the famous cowboy, but also created the Jolly Green Giant, Tony the Tiger, and the Pillsbury Doughboy. I think that all four of these creations of Burnett’s are nationally, if not universally, recognized. Burnett and his advertising agency are known for creating the most prominent and unforgettable product characters. In my own opinion, characters like these are what make people remember a product over others. Giving the brand a personality, whether it be the charming Tony the Tiger or the cute and cuddly Pillsbury Doughboy, make the brand more relatable to the consumer. Seeing the product on the shelves branded with this character takes them back to the commercial they saw about it on TV. It’s crazy to think that somebody who passed away back in 1971 is responsible for such illustrious characters that we know and love to this day. His advertising agency, the Leo Burnett Agency, still exists.

    Molly McGranahan

  4. Jenny Deighton September 9, 2010 at 2:39 pm #

    I chose George Lois because he is considered to be one of the best advertisers of our time. He has such innovative ideas that have made so many organizations what they are today. For instance, one of his most well known accomplishments was his “I Want My MTV” campaign. Before this campaign, MTV was near failure. The new add made the channel a long lasting success. Other brands that George Lois brought to popularity through his add ideas were Xerox, Lean Cuisine, Tommy Hilfiger, Jiffy Lube, and also VH1.I believe that his influence on advertising was due to his fresh ideas. He used techniques that encouraged a new creative revolution. He has even been critiqued as having a “loosy-goosey” style and “stun ‘em and cause outrage” philosophy. As far as cultural influences on Lois, he grew up in the Bronx of New York. Growing up in the city makes a person tough in most cases. He knew what he wanted to be and strived for from a young age. His experience in the Korean War also had to give him a tougher complex for the advertising world. George from a young age was never afraid to stand up for what he thought was right and always believed he was the best at what he did. This is why I believe he is one of the greatest advertisers and thus why I chose to write on him.

  5. Samantha Montgomery September 9, 2010 at 6:27 pm #

    “Rules are what the artist breaks; the memorable never emerged from formula.” -Bill Bernbach These words from Bill Bernbach define a revolutionary time in advertising. Bernbach incorporated art and advertising in a way that now one ever had before. He began to look at advertising in a way that revolutionized the times. He brought together copywrite and art and taught them to work together to create one end project. Bernbach also took advertising back to the basics. He used simple techniques and slogans that people would remember and come to recognize. The advertising world we see today is full of ‘fluff’ and oftentimes it is hard to find the central message of the ad. Bernbach was all about simplicity and sending a message to people through clever, artful advertising.

    • Samantha Montgomery September 9, 2010 at 6:30 pm #

      (some of mine got submitted before I was ready, here is the rest) Bill Bernbach also established one of the most successful advertising agencies in the United States, Doyle Dane Bernbach. He was also considered the 20th centuries most influential advertiser.

  6. Ollie Birckhead September 9, 2010 at 10:33 pm #

    Bill Bernbach fascinated me mainly due to his creation of the legendary “Marlboro Man.” Never before had a character from an advertising campaign appealed to the public so strongly. Moreover, when one thinks of a “character” created for advertising, an image of a cartoon character marketed towards children comes to mind. This creates two possibilities. One: That the Marlboro broke the mold by being a “character” directed towards children. The other possibility is that the Marlboro Man is intended to attract young children who are drawn to the superhero esque imagery. It creates an interesting conflict that penetrates to the very nature of the advertising industry: What kinds of ethics apply to the sale of harmful products (e.g. cigarettes.) Is Bill Bernbach a hero of his trade? Or is he a cancer merchant? My belief is that while it is parents responsibility to control the media intake of their children, advertisers have a responsibility to market their product in a responsible and ethical manner. Case in point, when considering a marketing scheme for a harmful, addictive product (such as cigarettes or alcohol) one must consider the far reaching impact of their campaign.

  7. Nick Tsangaris September 9, 2010 at 11:26 pm #

    To me, as Edward Bernays is the face of Public Relations, Bill Bernbach is one of, if not the most, central figure to really take advertising to that next level. What hooked me was the quote in the book said by Bernbach, “…advertising is persuasion, and persuasion is not a science, but an art.” He is the revolutionary behind the creative team, where artists and writers worked together to promote a project. He also created the idea that “people would respond to fresh, original ideas presented in arresting ways.” And above all, Bernbach’s idea about advertising was to keep it simple.
    To me, when you think of advertising today, you can’t imagine an ad without the ideas that Bernbach created. Any tagline that people know of the top of their heads can be accredited to the revolution of using short and simple sentences. We all know what advertising looked like when it first started. We all saw the slides in class. Some of the most famous advertising slogans today, like Nike’s, “Just Do It,” and Miller Light’s, “Great Taste, Less Filling,” are short, sweet, and to the point. To me, Bernbach is the father of modern advertising in a society that has a seven second attention plan.

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