Look Back In Time Although advertisements have appeared in print since colonial times, the Industrial Era in the middle of the nineteenth century led to a boom in advertising. The growth of industry and improvements in transportation over the next half century made it possible to ship goods for sale around the country. Increasing choice among similar products also gave rise to the importance of brand-name awareness. In the early twentieth century, however, there were few restrictions on how advertisements could promote products, sometimes leading to overblown claims and products that did not meet promises advertised. Directions Study your assigned historical advertisement carefully. Then answer the questions below. 1 Describe the product that is being advertised and its use(s). Do you think the product can live up to the advertisement’s claims? Why or why not? 2 What in the advertisement grabs your attention? Why? If nothing strikes you, explain why. 3 Who is the target audience for the advertisement? How do you know? What other audiences might the advertisement’s creators have targeted? 4 To what emotion, desire, or wish does the advertisement appeal? Does the appeal hit home with you? Why or why not?
Transcript
Look Back In Time Although advertisements have appeared in print since colonial times, the Industrial Era in the middle of the nineteenth century led to a boom in advertising. The growth of industry and improvements in transportation over the next half century made it possible to ship goods for sale around the country. Increasing choice among similar products also gave rise to the importance of brand-name awareness. In the early twentieth century, however, there were few restrictions on how advertisements could promote products, sometimes leading to overblown claims and products that did not meet promises advertised. Directions Study your assigned historical advertisement carefully. Then answer the questions below. 1 Describe the product that is being advertised and its use(s). Do you think the product can live up to the
advertisement’s claims? Why or why not?
2
What in the advertisement grabs your attention? Why? If nothing strikes you, explain why.
3
Who is the target audience for the advertisement? How do you know? What other audiences might the advertisement’s creators have targeted?
4
To what emotion, desire, or wish does the advertisement appeal? Does the appeal hit home with you? Why or why not?
5
Review the list of advertising persuasion techniques. Which advertising technique or techniques does the advertisement use? Are the techniques effective? Why or why not?
6
Is the product brand name a focus of the advertisement? Why might the advertisement’s creators have chosen to highlight or downplay the brand name?
7
Does the advertisement contain an example or examples of differentiation to show how it is better than other similar products? If so, give specific examples. If not, explain why you think differentiation examples might have been left out.
8
What new technologies of the time, if any, does the advertised product employ? In what ways did this use of technology impact the lives of people in the early 1900s?
A Look at the Present Worksheet Advertising is big business today. According to the Advertising Media Internet Center, the average American in the year 2002 was exposed to more than 100 print advertisements every day, more if you count product labels and product logos on a variety of items. Although contemporary advertisers are more restricted today in terms of the claims they can make for their products, technology has provided them with the means to “perfect” bodies, to merge images, and to blur the line between reality and fantasy, none of which was possible in the previous century. Directions Study the contemporary advertisement of the same product or one similar to the product promoted in your assigned historical advertisement carefully. Then answer the questions below. When you have finished, compare and contrast the advertisements using the Comparing Past & Present Venn diagram. 1 Describe the product that is being advertised and its use(s). Do you think the product can live up to the
advertisement’s claims? Why or why not?
2
What in the advertisement grabs your attention? Why? If nothing strikes you, explain why.
3
Who is the target audience for the advertisement? How do you know? What other audiences might the advertisement’s creators have targeted?
4
To what emotion, desire, or wish does the advertisement appeal? Does the appeal hit home with you? Why or why not?
5
Review the list of advertising persuasion techniques. Which advertising technique or techniques does the advertisement use? Are the techniques effective? Why or why not?
6
Is the product brand name a focus of the advertisement? Why might the advertisement’s creators have chosen to highlight or downplay the brand name? How important do you think brand names are today?
7
Does the advertisement contain an example or examples of differentiation to show how it is better than other similar products? If so, give specific examples. If not, explain why you think differentiation examples might have been left out.
8
What new technologies of the time, if any, does the advertised product employ? In what ways does this use of technology impact our lives?
9.
What part do you think technology played in the creation of the advertisement? Was technology used to enhance reality or to create surreal images or situations? In your opinion, is the use of technology in this advertisement effective? Why or why not?
Compare and Contrast In individual circles write how the ads are different; where they overlap, write how they are the same.
Rational Appeal Provides straightforward information that emphasizes the practical, functional, or utilitarian need for the product or service.
Highway safety, slow down in work zones
Emotional Appeal Evokes positive feelings for the promoted product or service and/or negative feelings towards one or more competing products or services.
Gerber® baby food, healthy baby
Visual Appeal Uses eye-catching imagery, graphics, symbols, colors, and/or fonts to attract consumers to the product or service.
Target®
Bandwagon Appeal Suggests/claims that consumers need/want the product or service because everyone else does.
Cars, you should want a nice car because your neighbor has one
Teen Appeal Uses music, words, and trends popular with young people to convince them of their need/desire for the product or service.
Gap®, iPod®
Snob Appeal Suggests/claims that using the product or service will set consumers apart from and/or above others.
Vera Wang®, Kate Spade®, Burberry®
Sex Appeal Suggests/claims that using the product or service will make consumers more attractive and appealing.
Hair color, makeup
Humor Uses humor and comedy to make consumers laugh, helping them to view the product or service favorably.
Quizno® monkey
Expert Testimonial Provides commentary from experts about the merit of the product or service.
Over the counter medicine, doctor provides reasons why it is a good product
Celebrity Testimonial Uses celebrities to validate the merit of the product or service.
Michael Jordan and shoes
New and Improved Highlights the ways in which the product or service is new and, therefore, better than the company’s old product or service or a competitor’s current product or service.
Computers, faster and smaller
Offer Provides limited-time price discount, money-saving coupon, or rebate form for the product or service.
Infomercials, “set it and forget it”, Boflex®
Public Service Suggests/claims that consumers will be providing a worthwhile public service by using the product or service.
Teacher, power of reading
Environmentally Correct
Suggests/claims that consumers will be helping to protect the environment by using the product or service.
Car, hybrid
Trademark Slogan/Logo
Uses a catchy, distinct, or easily recognizable slogan or logo to evoke positive feelings for the promoted product or service.
McDonald’s® slogan of many years: “You deserve a break today.” Nike® “swoosh” logo.
7/3/13 Chronicling America - The Library of Congress
