Advertising by Design
Creating Visual Communications with Graphic Impact
by Robin Landa
Introduction
Get attention
Keep the viewer's attention
Be ethical
Be relevant
Serve as a call to action
"Look at what everyone else is doing, and do something different."
"Do your own thing."
Chapter 1
1960s - the creative revolution very creative
more endearing
wittier
more respectful of the audience
less hard sales pitch
no hucksterism Prior to this, advertising was mainly "offensive con" or "hard sell." (Mad Men on AMC)
Good advertising is:
truthful
stimulates the economy and competition
offers choices and information to the public
Advertising's greatest role is when it is created for public service. Save lives, teach responsible behavior, and benefit society in many ways.
Gutenberg's printing press, invented in 1448 in Germany, was the point at which advertising could be widely distributed - this was the beginning of mass media. Handbills were common by the end of the 15th century.
1652 the first ad appeared in a newspaper in England.
1704 was the first known newspaper ad in the American colonies.(The Boston Newsletter) Ads were relegated to a special section of the paper at this point in history. They were generally simple announcements.
Ben Franklin added illustration to advertising and moved ads to the front of the paper. (about 1728) The first ad agency was opened in France in 1630 by Theophraste Renaudot.
In 1659, Henry Walker opened an ad agency in London, England.
Volney Palmer opened his agency in Philadelphia in 1843. Timeline
Theories and Media Is advertising an art or a science?
"Reason why" copy - provides the consumer with a logical, sensible argument why the product should be purchased
"Preemptive advertising" - telling consumers why your product is superior - a unique selling point - before competing products have a chance
Sex appeal was introduced by Helen Lansdowne Resor at J. Walter Thompson in 1911. "The skin you love to touch" for Woodbury's facial soap.
"The Atmospheric Approach" introduced with Cadillac's 1915 "Penalty of Leadership" ad. Communicated an impression about the quality and prestige of the brand. Much softer sell, appealing to the imagination, and conveying the pleasure derived from the brand.
Emotional appeal used in the 1919 campaign for Odorno deodorant. Very controversial for the time, as it spoke about body odor! Fear of social rejection.
Post WWI began to use radio heavily. Sponsored programs.
In 1942 the War Advertising Council established. It eventually became known as the Ad Council. Public service ads which added to the welfare of society. (adcouncil.org)
1948 David Ogilvy opened Ogilvy & Mather Worldwide/New York. He was known for the concept of "brand personality." His ads contained facts and well-written copy. He believed in respecting consumer intelligence. His style dominated until the 1960s.
By the 1950s television became a player for the advertising dollar. "Unique selling proposition" - repeat it over and over - was promoted by Rosser Reeves of Ted Bates & Co. "Direct conversation with the consumer" was recommended by Shirley Polykoff of Foote, Cone & Belding. Talking with rather than talking "to" the consumer. (Clairol hair products - "Does she or doesn't she?")
The Creative Revolution - The 1960s
Bill Bernbach of Doyle, Dane, Bernbach is usually credited with the transformation of the ad agency through the "creative revolution."
Worked early in his career with graphic designer Paul Rand.
Bernbach though that advertising was creative persuasion, and persuasion was an art. (VW "Think small")
Believed that art directors and writers should work as teams. Prior to this, art directors were only responsible for making ads look good, not for creative problem solving.
His ads were ironic and witty. Hard sell was replaced with intelligence and respect for consumer intelligence. His ads usually featured big visuals with a small headline and body copy beneath. This style was dominant until the 1990s trend to use visuals over the entire page with tiny, tiny type somewhere on the page.
McCann-Erickson sold Coca-Cola with the "I want to teach the world to sing" campaign in the mid 60s.
Leo Burnett believed in creating memorable characters or icons. Charlie the Tuna, the Jolly Green Giant, Pillsbury Doughboy, Tony the Tiger, and the Marlboro man are some of his creations.
George Lois created the "stun 'em and cause outrage" method of advertising. Famous for his Esquire cover featuring Andy Warhol drowning in a soup can, and Muhammad Ali as Saint Sebastian. How Saint Sebastian is portrayed in art history (by Andrea Mantegna).
Mary Wells Lawrence opened her agency in 1966. (Wells Rich Greene) Worked with Milton Glaser on logo for I (heart) NY campaign.
Lou Dorfsman worked for CBS for over 40 years. During that time he worked with William Goldin, corporate art director for CBS. Did great work. (pages 18 - 21)
DDB dominated the late 60s and early 70s with its ads which featured clever copy and visuals based on strong ideas.
1970s
The 1970s saw the emphasis change to accountability, market research, and positioning brands. This is a natural reaction to the creative 1960s. TV advertising increased. TV spots were seen as opportunities to make small films.
The 70s also saw diversity begin to creep into campaigns. Prior to this, most advertising ignored minorities.
1980s - I want my MTV!
The music video dominated the early 80s. Rolling Stone "perception/reality" campaign redefined their brand and set the standard for creative thinking.
Absolut ads were elegant and featured the product prominently. This is your brain on drugs... campaign Second ad
1982 Wieden + Kennedy opened in Portland, Oregon with one big client - Nike. "Just do it." Shunning market research, they mixed popular culture inspirational messages, emphasis on brand spirit. Bo Knows... campaign
The "1984" Apple Macintosh ad by Chiat/Day Los Angeles is considered one of the most memorable ads of all time. Ridley Scott (who had just finished filming Blade Runner) directed this ad. Chiat/Day values ideas over technique.
Mid-80s saw mergers of many agencies, and with them creativity suffered.
The remote control put increased control in the hand (literally) of the consumer. Advertisments had to be entertaining or the viewer would skip through... The DVR makes this even more an issue.
Guerilla advertising tactics. Under the Radar written by Kirschenbaum & Bond. Stenciling on sidewalks, cheap ads that don't look like ads, etc...
1990s
The 90s saw the proliferation of web sites and the beginning of web advertising and web banners, and internet films. Internet specialist agencies. BMW films for the internet. MINI Cooper campaign.
Agencies worldwide credited with clever, intelligent advertising.
Summary
Know your audience's needs and desires. Become educated in graphic design and advertising, critical and creative thinking, ethical behavior, study human nature.
Tenets (Robin Landa)
Reason why copy
Scientific advertising
Atmospheric platform
Unique selling point
Sex appeal
Brand personality
Events
Sexual innuendo
Memorable icons and characters
Persuade them with creative ideas
"Stun and outrage them"
Give it flair - make it daring and different
Stake a claim
revere creative concepts
Inspire
Be ironic
Get under the radar
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