1. Phases in the History of Advertising (cumulative)
*
 
1. Idolatry (1890 - 1925)

                                                              i.      products meet consumers needs,

                                                            ii.      rational appeals

                                                          iii.      product centered

2. Iconology (1925 – 1945)

                                                              i.      Image based

                                                            ii.      Uses demographic research

                                                          iii.      Consumer centered (associate products with characteristics consumers desire)

                                                           iv.      Celebrity and consumer testimonials

3. Narcissism (1945 – 1965)

                                                              i.      Emotional, images of the (idealizations of the) consumer

                                                            ii.      Motivational research used (depth interviews, focus groups, audience research)

                                                          iii.      Focus on “deep” psychological needs (esteem, love, security, guilt, etc.)

4. Totemism

                                                              i.      Lifestyle advertising – product as totem (badge)

                                                            ii.      VALS use

 * Leiss, W., Kline,S. and Jhally, S.  (1986) Social communication in advertising: persons products and images of well-being.  New York: Methune.

 2.  Kinds of Ads

1.      Product ads [ codes: what the product makes possible ]

2.      Service ads [codes: how we feel /react to the service ]

3.      Good-will ads (image advertising) [code: tie firm to non-controversial causes ]

4.      Advocacy ads [e.g. smokers rights, energy policy ]

5.      Infomercials [ code: make ad look like news or a talk show NOT advertising ]

6.      PSAs -- FCC requirement to serve viewing audience/ community

 3.  What ads reveal.

1. Who the advertiser is (usually obvious or in a tag)
2. Who is the intended audience - Think about it
!
1. where the ad is placed
2. who is in the ad and how they are treated
3. direct verbal reference to audience
4. music selected for theme or background, etc.
5. sources of message (who identifies with them?)
6. style (IEM lifestyle and who wants it)