The Art of Advertising

Advertising wasn't always this bad. There used to be a real creative time, where advertisers tried telling you something. This blog is dedicated to the history of advertising as well as some inspiring ads from this time.

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Jay Chiat advertising

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The Importance of J.Walter Thomson

In 1868, William J. Carlton (from Carlton & Smith) hired J.W. Thomson. In 1878 he buys the company and renames it J.W Thompson Company. 

In 1890 JWT was the first "full service bureau", where they wrote copy and designed the lay-out. 

His book on advertising philosophy: "A series of Talks on Advertising", will get the name: "The J. Walter Thompson Blue Book"

In 1899 he opens JWT London. And later, in 1915, he is the first to found a research department for his advertising. The research department is one of the first attempts to a scientific approach to advertising. 

JWT was the first to place ads in women's magazines. The company valued original packaging design. He worked on the radioshows: "Kraft Music Hall" and "Lux Radio Theater".  JWT's first televisionshow was "The Hour Glass" and later  founded "Kraft Television Theater". The company also experimented with product placement.

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Amazing BMW ad

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First ad ever shown in the United Kingdom on ITV in 1955. The spot was for Gibbs Sr Toothpaste.  ITV was the first commercial channel in the U.K. and proved to be a worthy competitor to the BBC, who had a broadcasting monopoly back then. 

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The fear of the unconscious

In 1956, Jim Vicary invented the term: "subliminal advertising". According to Mr. Vicary, messages like "Drink more coke" of "Eat Popcorn" during the movies, would have encouraged people to buy more.  When this became public, there was a huge moral panic and advertising was "all bad".  A few years later, Jim Vicary admitted the research results were false. Still some people are afraid of the unconsciously perceived messages. This fear is very much supporting the Magic Bullet Theory or the Hypodermic Needle Theory. 

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Positioning is thinking in reverse: instead of starting with yourself, you start with the mind of the prospect.

A. Ries & J. Trout. in  Positioning: the battle of your mind.

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Jack Trout & Al Ries published in 1969 a series of articles in Advertising Age, under the title: The Positioning Era, where they claim: "Today, creativity is dead. The name of the game on Madison Avenue is positioning" In 1972, the term is widely accepted. 

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General Motors, 1990

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[fuckjerry]

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"Look at all three" was Getchells biggest campaign during his career in the 1930's. He photographs the CEO with his car (personification) and in the copy he talks about the benefits of the Plymouth. He refers (without mentioning any brands) to Chevrolet and Ford, and concludes the Plymouth is the best car. This was the first time there was comparison in advertising. 

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1945: campaign for American Meat Institute. Technique: red on red - stressing the inherent drama in the product. (Burnett) Back then, showing red meat was absolutely not done. . Showing red meat on a red background sure caught the attention of the consumer.

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To sell goods, we must also sell words. In fact, we have to go further: we must sell life

J.Walter Thompson

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Benjamin Rabier creates "La Vache qui rit" in 1921

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In 1898 O’Galop designs the Bibendum. He must symbolize the Michelin brand. 

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In 1868 the first American Advertising agency opens in Philadelphia, called A.W.Ayer&Son. Founded by Wayland Ayer. The photo was taken in the 60’s.