Advertising
... trying to get you to notice it, and maybe if you see it in the store you will know what it is. "Other advertisers have had to seek out the symbols, characters, brands and slogans with which they identify and advertise their product" (Wood 270). The slogans are aimed at being "catchy" so that you will remember them, and keep repeating, so you can remember it, and buy it. Advertising can then be a type of telephone effect, you say it in front of someone else they hear it remember it and start saying it themselves, then they say it to someone else and they remember it, and so on. So word of mouth was a reliable source, as well as the newspapers, radio, and television. "Vocal advertisement came first; visual second,"(Wood 23). There are five creative strategies that advertisers use: 1. Objective (what advertisers should do). 2. Target Audience (who is your consumer). 3. Key consumer benefit (why the consumer should buy you product). 4. Support (reason to believe in that benefit). 5. Tone and Manner (a statement of the product "personality"). (Kenneth, Roman & Mass 3). With number one the agency that represents a product will see what kind of an angle with which to come forward to the public. What they decide will effect how their ad will go with the public. They do not want to offend anyone, but they want to get people's attention. With number two the agency will see who the product will be affecting. If it is for men, they will do a commercial that will catch men's attention. With number three they will try to convince the consumer that they need this item, and cannot live without it. Number four will support that claim, and number five will give a catchy phrase that will help the consumer remember the name of the product, so that when that person is at the store they will remember that they wanted it and hopefully they will buy it. An example of how advertising has worked comes from the late 1930's when nylon was first produced, and the making of the nylon stocking, by DuPont, sent a wave of delight throughout the world. Silk stockings were used before, and according to Frances Picchioni, "They snagged very easily and made me very frustrated." "Test wearers, of the new nylons were quoted as saying the garments endured ‘unbelievable hours of performance.'"(Panati 346). They were passing in strength and elasticity of the previously known textile fibers. DuPont started advertising early about the "miracle yarn" and the stockings that were made from it. They advertised a day that DuPont would start the sale of the nylon stockings, and they called it "NYLON Day"-May 15, 1940, which is when the stockings were to be first sold. The stores had to make their own stockings to be sold and were given a certain amount of yarn and were told to follow the directions exactly and not to sell until the fifteenth of May. When the day came, stores ran out quickly and the DuPont company could not make enough for all the people that wanted one and by the end of that year the company had sold three million dozen stockings (Panati 346) (Encyclopedia). DuPont took a item that almost all women have and made them more durable and more appealing by making this new textile, and made the interest stronger by making women wait, dream, and fantasize about. Their doing this made their product more exciting and more desirable. If the stockings were distasteful, women probably would have still bought them, but the nylons were very nice and they did last a long time like they said. One reason for that might be because of the fact that since they were scarce, women took better care of their new nylon stockings, than they did the silk ones of the past. After all, women had legs, and never before in history were they so publicly displayed and admired as they were for these advertisements. Another product that excited the world was a fancy new style of car. Preston Thomas Tucker, the maker, put a two page article in the FIC magazine about his car idea and within a week he received one hundred fifty thousand letters inquiring about his car and how they could get them. He had new and improved safety devices, safety belts, shatter-proof glass, and moving head lights. This is how he won over the people with which he worked. New and improved cars were then able to be made, though it took him quite a while to get the first one running. The advertising used to try to sell stock in his company was original. They did it with the future in mind, and targeted men and women coming home from the war that were interested in a new car. One of the slogans used for the car was "The car of tomorrow today." The problem with his trying to sell stock was that he lost the company to a high headed man, named Bennington, the president of Plymouth Corporation, at the time. The Senate was in on it, and they all planned to get the Tucker out of business. Problems came up, the car worked great, but there were financial and legal troubles, and only fifty cars were ever made. (Tucker: The Man And His Dream.) During World War II Kimberly-Clark invented cellucotton, which was used as an air filter in GI gas masks and as surgical bandage. When the war ended, they had a warehouse full of these cellucotton sheets. So they looked at alternatives, and so occurred the birth of the Sanitary Cold Cream Remover. The way that this company advertised was by using Hollywood stars and Broadway dancers, saying that you could be like them. Th...