ADVERTI

SING&SOCI ETYREVIEW
E-
ISSN1154-
7311
CONTENTS
Parai
nst
ruci
onesenEspaol
,toqueahi

SpanishAudi
oTr
ansl
ati
on
ChineseAudi
oTr
ansl
ati
on

WhatI
sAdver
ti
sing?

Wi
ll
iam M.O'
Bar
r

[
Edi
tor
'sNot
e:Thi
sar
ti
clei
sapar
tofADText
.]

Weknowi twhenweseei t
.Wear eexposedt oitthousandsoft i
meseveryday.Mostof
usarereasonablygood,al
thoughseldom per
fect,atdist
inguishingi
tfrom ot
herki
ndsof
messages.Itissomethi
ngt hatwetendtotakeforgr anted,seldom t
hinki
ngaboutwhat
i
tisorhowi tcameintoexi
stence.Butwhatisthisthi
ngcal l
edadv ert
isi
ng?

ACellPhoneDi
spl
ayofBrandXbrandxPeopl
eDiscussi
ngBr
andXABrandXT-shi
rt
Fi
g.1.1CanADefi
nit
ionofAdv
ert
isi
ngEncompassItsManyFor
ms?[
Source]

Al ibr
aryorI nt
ernetsear chwi l
lturnupnoconsi stentdefinit
ion.Schol ars,novelists,
j
our nal
ists,l
aymen,andpr act
iti
onershavet akentur
nsof feri
ngi nsightsi nt
oi t
snat ure
andscope.Thi sintr
oductor yunitexaminessomeoft hoseattempt s,butbef orewarned
oftheconcl usi
on:Nosi ngledefinit
ionwilldo,andeachef f
ortatdescr ibi
ngadv ert
ising
plays up some aspect s whi lei gnor
ing others.Taken toget her,t hese defini
ti
ons
emphasi zethecompl exrelati
onshipofadv ert
isi
ngwithsociety,culture,hist
ory,andt he
economy.

1.Def
ini
ngAdver
ti
singBr
oadl
y

Ast rollthrought hegal l

eri
esofoneofLondon' sgreati nsti
tuti
ons, theVi ctori
aandAl ber t
Museum,t akesyoudeepi ntot hehi
storyofBr i
tain.Youcanseei voryandj ewelsfrom
colonialI ndi
a, orspendyourt i
meexpl or
ingt heev oluti
onofEngl ishfur nit
ure,metalwor k,
andcer ami cs.I maginet hej obofJamesLaver( 1899-1975)whobecameKeeperof
Engr aving,I l
lustrat
ion,Desi gn,and Pai nt
ings.Thi sOx f
ord-educat ed ar tcri
ticwr ote
books on subj ectslike Briti
sh Mili
tar
yUni forms ( 1948)and A Conci se Historyof
Cost ume( 1969).Litt
lewondert hatt
hecompi l
erofabookonVi ctori
anadver ti
sement s1
woul di nviteLavert ointroduceandcommentont hebol dgr aphics,cur i
ositi
es,and
outlandishcl aimscommoni nlate19th-centuryadver t
isement s.(Thiswasat imewhen
adver t
iser scoul dmakef antasticcl
aimswi thalmostnor egul ati
on,savef orwhatt he
publicwouldst
and.
)Adsf rom t
heperi
oddescri
bet
hemeansofsl
aught
eri
ngbeeffor
extract
,theypr
omisetor egr
ow hai
r,andtheyuseal
lusi
onst
oracetosuggestt
he
cleansi
ngpowerofsoap.

PrintAdforBovr
il
Fig.1.2A19th-
Centur
yEngl
ishAd
forBeefExtr
act[Sour
ce]

Pr
intAdforHairTonic
Fi
g.1.3Extr
avagantClai
msWereCommon
i
nVictor
ianAdvert
isements[
Sour
ce]

Pr
intAdforPear'
sSoap
Fi
g.1.4AGratui
tousUseofRaci
alI
mager
y
i
n19th-Cent
uryAdver
ti
sing[
Sour
ce]

Inint
roduci
ngVi
ctor
ianAdver
ti
sement
s,Laverasks,"
Whati
sadver
ti
sing?
"Her
eishi
s
answer:

Advert
isingisasoldasHumani t
y:indeed,mucholder;f
orwhatarethef l
aunti
ngcolours
ofthef l
ower sbutsomanyi nvi
tati
onst othebeest ocomeand" buyourpr oduct"
.
Everyt
hingi sal
readyther
e:thest r
ikingforms,thebri
ll
i
anthues,eventhe" condi
ti
oning
ofthecust omer".
..
.Advert
isi
ngmi ghtbedef inedasanydev i
cewhi chf i
rstarr
eststhe
att
enti
onoft hepasser-
byandt heni nduceshimt oacceptamut uall
yadv antageous
exchange.2

FYI.
..
TheVi ctori
a&Al bertMuseum i nLondoni soneoft hewor l
d'sgr eatmuseums.James
Laverisfrequent l
yquotedf orhispithycomment saboutt hewor ldoff ashi on.
Adevi cet oarrestat t
enti
on now t hat '
sabr oaddef i
niti
oni fev ert her ewasone.I t
wouldcoverat raff
iccopi nabusyi nter section,agunpoi ntedaty ou,ani cecr eam cone
onahotsummeraf t
ernoon, t
hesnar lofapi tbull,
andanudeper sonst reakingt hrougha
cl
assroom.Ther e are many way st o ar resthuman at tenti
on,and onl y some ar e
advert
isement s.ButLavergoes on:and t hen induces him t o accepta mut ual l
y
advantageousexchange.Doest hi
squal ifi
cationsepar ateadsf r
om t her est?Thi nk
abouti ta moment .Stopping fora pol i
ceof fi
ceratan i ntersection of f
ersmut ual
advantages:youavoi danacci dent,aswel lasapossi bl
efineorev enar r
est;theof ficer
doeshi sjob(surelyanadv antageoust hingt odo)andmanagest omai nt ainpubl i
cor der.
Acquiescingtosomeonehol dingal oadedguncankeepy ouf r
om get tingshot ,andcan
assi
stt hecriminalinhis"wor k"aswel l.Thei cecream sell
ermakesmoney, andy ouget
cooled off.Thedog pr otectsi t
st erritory,and y ou avoidi njury.Thest reakerget s
att
enti
on, andyougetabr eakandper hapsagoodl aughaswel l.

Let
'
sdel
veabi
tmor
edeepl
ytoseei
fwecanf
indmor
epr
eci
sioni
nLaver
'sat
temptata
def
ini
ti
onofadver
ti
sing.Hei
nvi
tesust
othi
nkoft
hebi
rds,
thei
nsect
s,andt
he

APhotoofaBut
ter
fl
yonaFlower
Fi
g.1.
5IsThi
sAdvert
isi
ng?[
Sour
ce]

flower si n the annual gi ve-and-t

ake of nect ar in ex change f or the wor k of
cr oss-pol
li
nati
on.Oddast hisexampl eseems,andf arf r
om sl i
ckmagazi neadsand
blast i
ngTVcommer cial
s,itdoeshi ghl i
ghtcrit
icalcomponent sofads t heycal lfor
ourat t
enti
on( albeiti nvar i
ousways)andof ferusobj ectsandser vices( f
orwhi chwe
havet opay,ofcour se)t hatar epresumabl yofval uet ous( otherwisewewoul dn'tbuy
them)andt othesel l
er( whomakesal ivi
ngthisway) .
Al thoughthisdef initiondoesnotmanaget odi st
inguishadv erti
singf rom manyot her
kindsofat tenti
ongr abber s(t
hatwef indwor t
hwhi l
et opayat t
ent i
ont o) ,
itdoeshighlight
somekeyf eat
ur esofadv er
tisements:ex change,at t
ention,mut uali
ty.Andbecausei tis
sogener aladef i
niti
on,i tappl i
eswi thoutmuchdi ffi
cultytoadv ert
isingi nalmostany
concei vablesituation,eveni not hert i
mesandpl aces.I tworksf oraspi cedisplayi n
Indi a.Itworksf oranot iceonawal linancientHer culaneum.Andi twor ksforast ore
wi ndowi nHongKong.

Pai
nti
ngofaSpi
ceMar ket
Fi
g.1.
6AnOpen-Ai
rSpiceMar
ket
i
nIndi
a,c.
1850[
Source]

Anci
entWallPaint
ingofWi
neJugs
Fi
g.1.
7AnAnci entNoti
ceAnnounci
ng
WineforSal
e[Source]

Phot
oofWindowShoppers
Fi
g.1.
8WindowShoppers
i
nHongKong[Sour
ce]

FYI..
.
Theanci entRomanci t
yofHer culaneum waspr eservedbyaner upti
onofMt .Vesuvi us.
LikePompei i
,it
sar chaeol ogicalremai nspr ovi
demanyi nsight
sintolifei
nRomant i
mes.
Inbr i
ngi ngal ltheset hingst ogether acr osstime,pl ace,andcul tur
alboundaries
Laver'
sdef init
ionemphasi zest heant i
quityofadver t
isi
ng.Rat herthanbeingsomet hing
thoughtup yest erday,i tseems as ol d as humani t
y and as uni versalas cultur e.
Advertising,seeni nt hisl i
ght ,i
st husapar tofsociallife.Wehumansexchanget hi ngs
withoneanot her.Andwedoi tinawayt hatbenef i
tsusandt hosewedealwi th.
Certai
nl y,inourownt imeandpl ace,i tisimpossibletoi maginelifewithoutexchange.
Howcoul dther esi
dent sofNor thCar olinasmokeal lthecigarett
espr oducedthere?How
couldthef olksinCal if
or niaeatal lthel ett
ucetheygr ow?Andwhatwoul dNewYor ker s
smokeoreat ?
Whetherwet hinkoftherelati
vel
ysmal l
-scalesociet
iesofthenon-Westernworl
dbefore
Westerni
zat
ion,Englandatt heti
meoft heNormanConquest s,ortheglobal
izedsoci
ety
ofthe21stcent ur
y,itseemst hatexchangei sthenameoft hegamei nsociall
if
e.We
bart
er,wetr
ade,wesel l butmostofal lweexchangewhatwehavet oomuchoff or
whatwewanti nst
ead.Andwher edoesadver t
isi
ngfitint
othis?Accordi
ngtoLaver,i
tis
the"devi
cewhi chfir
star r
eststheat t
entionofthepasser -
byandt heninduceshimt o
acceptamut uall
yadvantageousex change."

2.Def
ini
ngAdver
ti
singNar
rowl
y

Duringhi sli
feti
me,RaymondWi l
li
ams( 1921-1988)wasoneofBr it
ain'smosti nfl
uent i
al
socialcrit
ics.Het aughtatbothOxf or
dandCambr idgeUni ver
sit
iesandwasoneoft he
founder softheBi rmingham SchoolofCul turalStudies.Hedevot edhi sscholarshipto
thechangesbr oughtaboutasar esul
toft heindustri
alizat
ionofsoci etyandther iseof
massconsumpt ion,neitherofwhi ch hesaw i n much ofa f avorablelight.I n his
extensivewr i
ti
ngs, Wil
li
amsf ocusedonsoci aldisl
ocations,wealt
handpover t
y, changes
i
nt henat ureofwor kandhowpeopl erel
atet ooneanot her,envi
ronment alpoll
ut i
on,and
thelike.

FYI..
.
RaymondWi ll
iamshel pedest abl
isht hef i
eldofcul t
uralstudies,andi soneoft he
foundersoft heBi r
mi ngham School ofCulturalStudies.
Onsever aloccasi onshewr oteaboutadv erti
sing,butnowher emor ei nsightf
ull
ythanin
anessayent it
led" Adverti
sing:TheMagi cSy stem."3Recognizingt hehi stor
icalrol
eof
adverti
singasameansofget tingattenti
onandpr ovidi
nginformat ion( theessenceof
Laver'
sdef init
ion),Wi l
li
amsf ocusedont hei nsti
tuti
onali
zat
ionandpr ofessi
onali
zati
on
ofadver ti
singt hatbegani nthel ate1800si nBr i
tainandel sewher e,itscommer cial
functi
on,andi tsper suasiveforce.Asasoci alcrit
ic,hewasal soi nterestedinway sits
enormouspowermi ghtbelimitedandr esi
sted.

Will
iamst ooofferedadef i
niti
onofadver ti
sing.Hecalledi
tsimply:Theof fi
cialartof
capitali
stsociety.It
'sacat chyphr ase,butwhatdoesi tmean?Inexplori
ngitsmeani ng,
thefirstthingtonot eisthatWi ll
iamsl ocatesadvert
isi
nginasocialcontext.Forhim,i t
belongst oapar t
icularhi
stor i
calmoment .Itisapartofmoderncapital
istsociety,and
thi
sdi sti
nguishesi tfrom attenti
on-grabbingdev i
cesinnon-
capit
ali
stsocieti
esi nother
ti
mesandpl aces.ForWi ll
iams,adver ti
singcannotbedecoupledfrom thewayi tcame
i
ntobei ngandt hewor ki
tdoesi nsoci ety.

Moder nadver
ti
singinBritai
n(andAmeri
caasweshal lseeinUni t2)dev el
opedi nthe
l
ate19t hcent
uryinsuppor tofmassconsumptioninhi ghl
yi ndustr
iali
zedsocieti
es.In
thelate1800sadvertisi
ngagentsbeganpr ovi
dingser vi
ces buy i
ngandbr oker
ing
space in newspapers,magazines,and othermedi a,wr it
ing copy and event ually
producingi
ll
ustr
ati
ons,anddevelopi
ngpersuasivetechniquest opersuadeconsumer s.
Theseagentsfoundconsi st
entdemandsfortheirservi
ces,andoutoft heprovisionof
theseser vi
cesemergedadvert
isingagencies.Thesefull
-serv
iceagencieschar gedheft
y
fees f ortheirwork and were ablet o attr
actt al
ented writ
ers and ar t
ists.Soon
advertisementsbegantofi
llpublicspaces post ersi
nt rai
nstati
ons,bil
l
boar dsinthe
streets,andthepagesofmass- cir
cul
ationmagazinesandnewspaper s.I
nf actartit
sel
f
hadf oundanewpat ron.

DrawingofTrai
nSt ati
on
Fig.1.
9PublicTransport
ati
onasaSit
e
forAdver
ti
sing,London,1874[
Sour
ce]

Drawi
ngofUni
onSquare,NY
Fi
g.1.
10Adver
tisi
ngi
nPubl i
cSpaces,
NewYorkCi
ty,
1880s[Source]

Harper'
sWeeklyAdSecti
on
Fi
g.1.11Advert
isement
s
i
nPr i
ntMedia,
1889[Source]

Call
ingadverti
singt heoffi
cialartofcapi tal
istsoci
etyf
ocusesont hesponsorednature
ofart inthiscase, bycapital
istinterest
s.Sponsorshi
pofarti
snot hi
ngnew, ofcour
se.
Weneedonl yl ookbackt otheRenai ssance, f
orexampl
e,toseehowar twassponsored
i
nanot herhistori
calcontext.Int hatti
me,i thadtwogreatpatr
ons:theCat hol
icChurch
andweal t
hysecul arsponsors(liketheMedi cif
amil
yandimportantcit
y-st
ates)
.

TheChurchcommissi
onedMichel
angel
otopai nttheSi
sti
neChapel
.HisDavid,by
cont
rastwascommi
ssi
onedbytheCi
tyofFl
orence.Soi
twaswit
hot
herart
ist
sof

Cei
li
ngofSisti
neChapelStat
ueofDavi
d
Fi
g.1.12,
1.13"Sponsor
ed"Arti
ntheRenai
ssance[
Sour
ce]

theper iod.Toeat , t
heysol dt heirwor ktothosewhocoul dpayf orit
.Andi npr oducingi t
,
theyadapt edtheircr eativeideast owhatt heirbenefactorswant ed.Thisdi dn'tmean,of
cour se,t hatallcr eativi
tyandt alentwassubver t
ed.Mi chelangel oincludedpor tr
aitsof
himsel finmanyofhi swor ks,andar ti
stsof tenhadi deast hatwer esav edandwor ked
i
nt othepi ecestheywer easkedt odo.
Andwhatwasal lt hisar tusedf or?Inaddi ti
ont obeing" forthegl oryofGod"( ormor e
cynically,t o demonst rate weal th and power ),the Chur ch used r eligious artf or
i
nst ruction.I maginepi l
grimscomi ngf orthef ir
stti
met oagr eatcat hedral.Unl i
ketoday,
whenev enacat hedr almaybedwar f
edbymoder nof ficebui ldi
ngsorhi ddenbehi nd
elevatedhi ghway s,thechur chwoul dhavest oodast hel argestbui l
dingi nsi ght bol d,
i
ncr edible,andmaj estic.Inside,apr iestmi ghtleadthewor shiperst othest ai
nedgl ass
windows.I n a wor l
d wher evi suali mageswer escar ce( no TV,no magazi nes,no
Internet), t
heseimagesoft heNat i
vit
y,thelifeofJesus, t
heCr ucifi
xion,theResur rection,
andt
heSaintshadenor
mouspower
.Theywoul
dgivef
ormt oi
deas.Theywoul
dinst
ruct
andt
each.Theywouldhol
dswayov
erthemi
ndsofbel
iev
ers.

St
ainedGlassWindow
Fi
g.1.14Detai
lsofaStai
nedGlassWi
ndow
i
nSte.Chapell
e,Par
is[
Source]

Likewi
se was t he powerofpor t
rai
ts pai
nted f
orthe weal
thy.In a world wit
hout
photographs,onlytheri
chmighthavetheiri
magesi mmort
ali
zed.I
mportantmar r
iages
andvictoriesatwarwer er
ecordedinpainti
ngsandgracedthepalacesoft hosewho
commi ssionedthem.Assuch,theybecamehi st
ori
calt
rut
handconnectedt hepresent
tothepast .

Pai
nti
ngofCat herinedeMedi ci
Fi
g.1.
15Por t
raitofCat her
inedeMedici
bySantidiTi
to,(1536-1603)[Sour
ce]

Painti
ngofFreder
ickIBar bar
ossa'
sWedding
Fi
g.1.16Marri
ageofFr edri
ckIBarbar
ossa
byGiambatt
ist
aTiepolo,(1696-
1770)[
Source]

Incal l
ingadvert
isingt heoffi
cialartofcapi tali
stsociety,Wi ll
i
amsdr awsat tent
ionto
sponsor shi
pofar tinmoder nti
mes.Todaycor porati
ons,insteadoftheChur ch,paythe
piper.Andwhati spr oducedservesthei rneedsanddesi resj ustasarthasalwaysdone
forit
ssponsor s.ATVcommer cialattemptst obedazzle,toi nstr
uct,toteach,tohold
swayovert hemi ndsofconsumer s.And t hecompani est hatcan affordt hebest
adverti
singartshow t heirpower,prosper i
ty,andpl aceint hesun.Af t
erall,i
sn'tmere
presenceasaSuperBowlcommer cialwhati tisallabout?Onl ythewealt
hiestcanpay
thepr i
ce.Anditi
st hebestcommer cialarti
stswhowor kforthem.

Vi
deoSti
llf
orAmer i
quest
Fi
g.1.
17aAPopul arSuperBowl
Commerci
al,2005[Sour
ce]

Vi
deoSti
llf
orCar eerBuil
der
Fi
g.1.
17bAnot herPopularSuperBowl
Commerci
al,2005[ Sour
ce]

IfLaver'
sdefini
ti
onofadverti
singasanattenti
on-
getti
ngdevi
cef
ocusesontheanti
quity
ofadvertisi
ng,Will
iams'def
ini
tionofadvert
isi
ngassponsoredar
tcall
sattent
iontoits
moder ni
ty.Botht hingsaretrue,buteachdef i
nit
ionbri
ngsoutar adi
call
ydiff
erent
aspectofadverti
sing.

3.Def
ini
ngAdver
ti
singasMedi
atedCommuni
cat
ion
AlbertLasker( 1880-1952)gr ew up i n Gal vest on,Texas,spenthi s wor ki
ng lif
ei n
adverti
singinChi cago,andlivedouthi slat ery ear sinNewYor k.From 1903t o1938, he
headedt heLord&ThomasAgencyi nChi cago oneoft hegr eatadv
er t
isi
ngagenci es
oftheear l
y20t hcent ury.Latei nl i
fe,hemar riedt hemuchyoungerMar yLaskerwho
outli
ved him bymanyyear s.Toget her,t heyest abl
ished TheLaskerFoundat i
on,a
phil
anthropicorganizati
ondev ot edt omedi calresear ch,wi t
hsomeoft hemoneyLasker
hadear nedinadver ti
sing.Laskerhi mselfwasqui rky(hei nsistedonf reshcutf l
ower s,
changeddai l
yinhi sNewYor kr esidence), bri
ll
iant( hehadar ealknackwi thadverti
sing),
andsuccessf ul(hemadeaf or t
unei nt heear ly20t hcent ury).Hisnameappear son
vir
tuall
yever ylistofgr eatmen and women i n adv erti
sing.John Gunt her,popular
biographeroft hemi d-
20thcent ury,wr oteaboutLasker 'sl i
fei nTakenatt heFl ood
(1960).4Nottobeout done,Laskerdi ctatedhi saut obi
ogr aphy,TheLaskerSt ory,asHe
ToldIt(1963).
5

Oneoft heanecdotesinthesebiographi
esisaboutameet i
ngthattookplacebetween
LaskerandJohnE.Kennedyi nMay1905.Laskerwasaj uni
orpart
neri
nLor d&Thomas
atthattimeandKennedywasr eti
redfrom theRoyalCanadianMount edPoli
ceand
workingasacopy wri
ter.Theapocryphalaccountt
ell
sthatKennedysentamessaget o
Alber
tLaskerthatr
eadasf ol
lows:

Icantel
lyouwhatadver
ti
singis.Iknowyoudon'tknow.I
twil
lmeanmuchtomet ohav
e
youknowwhatitisandi
twi l
lmeanmucht oyou.I
fyouwishtoknowwhatadv
ert
isi
ngis
sendtheword'
yes'downbythebel lboy.Si
gnedJohnE.Kennedy.
6

FYI..
.
AlbertLaskeri sremember edasoneoft hekeyf i
guresi nAmer i
canAdver t
ising.Hi s
greatf ortune,madei n20t hcent uryadver ti
sing,fundedTheAl bertandMar yLasker
Foundat ion.Laskeri nvi t
edKennedyupst airsandspental ongeveni ngi nconver sation
with hi m.He was ent hrall
ed wi th Kennedy 's concise def i
nit
ion:" Adv ertising i s
salesmanshi pi npr i
nt."Thekeyt ounder standingt hedef init
ionliesinwhatKennedy
meantbysal esmanshi p.Imaginey our self noti nt hi
sdayandageofWal -Mar tsand
othermega- stores wher ei tis often di ff
icultto getsal es assistance buti na
depar t
mentst orein,say ,1905.Thecl erksatt heglovecount erknow t hei nsidesand
outsidesofwhatt heysel l
.Youcansayt haty ourhandsar eunusual l
ycoldinwi nt er,that
yourf i
nger sar elongorshor t,thatyouonl ywantl eatherordon' twantl eather ,thatyou
wantdomest i
c-madegoodsonl y,andsoon.Whoeverhel psyouwi llpul loutat ray
holdingj ustther ightkindofgl ovesf ory ou.Shewi l
lansweryourquest ions, tryt omeet
yourneeds,andt ai
lorwhatshesayst owhaty ouwantt oknow.Thi si sper sonal
salesmanshi p i ti
sf ace-t
o-faceanddesi gnedspeci f
icall
yf oryou.Itisnotaboutt he
thi
ngst hatyouconsi derirrel
evant( forexampl e,forei
gn-madegoodswhenyouhave
specifi
edt hatyouonl ywantdomest ic-madeones,orl eathergloveswheny ou'v esai d
youwantcl oth).
ADepart
mentStor
eGloveCounter
Fi
g.1.
18TheGloveCounterofRi
ke's
Depar
tmentSt
ore,
Dayton,Ohi
o,1893[Sour
ce]

WhatKennedyoffer
edt oLaskerwasani nterpr
etati
onofadver
ti
singthatexpl
ainedthat
adver
ti
sing isthe transf
ormati
on of t his personal
i
zed sell
ing message i nt
oa
mass-mediat
edone.Adv er
ti
singattemptst odowhatsal esmanshi
pdoes,butt odoi t
thr
ough a mass medium like a newspaperormagazi ne.Thatist he meaning of
sal
esmanshipinpri
nt.

In1905,newspaper s,magazi nes,andbi l

lboardswer et hepr i
marywaysadver ti
sing
messageswer ecommuni cated.Radiodi dnotex i
stasacommer cialmedium,and
televi
sionwasonl yapi pedr eam.I nattemptingt oreachabr oadaudiencewithdiff
erent
needsandl ikes,advertisi
ngcoul dnotbet ailoredi ndi
viduall
yasi nt heface-t
o-face
communi cat
ionsofsal esmanshi p.Themessagehadt owor kforamassaudi ence.It
hadt odof orhundreds, thousands, ornowaday s, evenmi l
lionsofpeoplewhatthest ore
clerkdi dfortheper sonacr osst hecount er.Itsjobwast ocommuni cat
ear elevant
selli
ngmessaget oasmanypeopl easpossible.Buti tneededtobeaboutshor tandlong
fingers,domesticaswel lasf oreigngl
ov es,
andsoon.

Int he cour
se ofcommuni cat
ing t
o a mass audience,the pr
eci
sion ofpersonal
salesmanshi
pisusual
lylost
.Messagesbecomel essspeci
fi
c,andmanyar eal
together
i
rrelevant
.Assal
esmanshipbecomesadver
ti
sing,
communi cati
oncanbecomeclutter
.

Kennedy'sdefi
niti
onhasbecomeagr eatcl
assic,especiall
yamongcopywr i
tersand
otheradverti
sing prof
essional
s who see the genius oft hi
s si
mple buteffect
ive
descri
pti
on.Thedef i
nit
ionhastobeadj ust
ed,ofcourse,fortheti
mes.Manynewmedi a
haveevolvedsi nce1905 r adi
o,TV,theI nt
ernet.Wer eKennedyannouncing his
defi
nit
ionin2005,hewoul dprobablyneedtosay:Advert
isingissal
esmanshipt
hrougha
massmedi um.

Car
toonoftheAnnoyanceofAds
Fi
g.1.19Radi
oQuickl
yBecameAMedi
um f
orAdv
ert
isi
ngi
nAmer
ica[
Sour
ce]

4.I
sAdver
ti
singI
nfor
mat
ionorMani
pul
ati
on?

Withinthef iel
dofeconomics,t her
ear etwodi vergentv
iewpointsaboutt her oleof
adverti
singintheeconomy.Oneschooloft houghtarguest
hatadv er
ti
singisasour ceof
i
nfor mati
onf orconsumerswhocanusei ttomakemor ei nfor
meddeci si
onsi nthe
mar ketplace.Seenthi
sway,adverti
singisunderst
oodt oi
ncreasemar ketef
fici
encyby
providi
ngi nf
ormati
onaboutal
ternati
ves.7

Anot
herschooloft
hought,f
amouslyputfor
wardbyHarvardeconomistJohnKennet
h
Gal
brai
thi
nTheAf f
luentSoci
ety(
1958),
8viewsadver
ti
singasmanipulat
ingt
hepubli
c
bycreati
ngarti
fi
cialneedsandwants.Economi
stswhofoll
ow thi
slineofthi
nkingsee
advert
isi
ngasaddi ngtocostandencouragi
ngconsumer
st operceivenew wantsand
desi
resandt hust oredirectt
heal
locat
ionofthei
rscarceresourcestowardbuying
hi
ghlyadver
ti
sedpr oducts.

FYI...
JohnKennet hGal brait
hdi dmucht opopul ar
izetheunderst andingofeconomi csand
society.
Whi cheverviewpointwet akeont hisissue, t
hei mpor
tantthingt onoteisthatdef i
nit
ions
themsel vesar egiveni npar ti
cularcont exts.Theset woideasaboutadver t
isi
ngst em
from effortstounder standadver t
isi
ng'seconomi ceffect
s.Ot herdiscipl
ineswi llhav e
theirownpr i
ori
ti
esaboutt heparti
cularf eaturesofadverti
singt hatneedat t
entionand
emphasi s.Aspectsofadv ert
isingthatrecei veemphasi si
not herfi
eldsareper suasi on
(psychol ogy)
,regulati
on( polit
icalscience),gender,race,andcl ass(sociology,cultur al
studies),andculture(anthropology).

5.Adver
ti
singDef
inedbyCont
rast
ingI
ttoWhatI
tIsNot

Productplacementinmovies,t
elevi
sion,sports,popul
armusic,andcul
turaleventsisa
factofmoder nli
fe.Weexpectt oclearlyidentif
ythenameofasof tdrinkdrunki na
movi e,t
hekindofcomputeraTVchar acteruses,andthebrandofbeeraspor t
sfigure
celebrat
eswi t
hafteragame.Butdoesal lt
hishelpsellpr
oducts?Adver ti
ser
sclear l
y
thi
nk so,and pr oductpl
acementi s so common t hatsome adv er
tising agencies
speciali
zeinit
.

Vi
deoSti
llofaWineLable
Fi
g.1.
20SomeCr it
icsCal
ledt
heMovi
e
Si
deways(2005)"
OneBigAdforPi
notNoi
r.
"[Sour
ce]

Phot
oofJeffGordon
Fi
g.1.
21ProductPlacementIsCommon
i
nContemporar
ySpor t
ingEvent
s[Sour
ce]

FYI .
..
TheLuxRadi oTheater,andKr aftMusi cHallwerepopularradiopr ogr
amswi t
hst r
ong
l
inkst otheircommer ci
alsponsor s.TheHal l
mar kHallofFamebr oughttotalprogram
sponsor shiptoTV.
Medi acr i
ticsarguethatpr oductpl acements,ir
respect
iveoftheirmar ket
ingrelevance,
blurt hedisti
ncti
onbetweenadver tisi
ngandpr ogrammi ngsothatitbecomesdi ffi
cultto
saywher eonest opsandt heot herst art
s.Sponsorshi
pofpr ogrammi nggoesbackt o
thebegi nningsofcommer cialmassmedi a:LuxRadioTheatre,KraftMusicHal l
,andt he
Hal l
mar kHal lofFameal lemer gedi nt heearlyyearsofr adi
o.Adver ti
singagenci es
wr ote botht he ads and t he programs i nthe past.Productpl acementi s a mor e
cont empor aryf
orm ofsponsor ship.
Pr
intAdforLuxRadi
oTheat
re
Fi
g.1.22AnAdforLuxRadi
oTheat
re
i
nthe1930s[Sour
ce]

Adverti
singhasbeencal l
ednews, 9especi
all
ywheni tint
roducesanewpr oductorgives
new informati
onaboutanexi sti
ngone.However ,mostcontemporaryadver
tisi
ngdoes
notintroducenew pr oducts(nordoesi tprovidemuchnew i nformati
onaboutol der
ones).Thus,tocl
aimt hatadvert
isi
ngisnewsr eall
ypushesthepointoutofproport
ion.I
t
maysomet i
mesbe" news,"butmostofthetimei tcl
earl
yisnot.

Butisadvert
isi
ngpropaganda?Thisisamuchmor ecomplicat
edissue.I
fpropagandais
fal
seormi sl
eadinginf
ormati
onthatsupportsapol
it
icalcauseortheint
erestsofthose
i
npower ,doesadver t
isi
ngfit
?IsthiswhatRaymondWi l
li
amshadi nmindbycal l
ing
advert
isi
ngtheoffi
cialar
tofcapi
tal
istsoci
ety?

FYI.
..
The pr opaganda ent r
yon t he Wiki
pedia.org website contai
nsex tensivei magesof
propagandaandmanyl inkst owebsit
esaboutpr opaganda.
Propagandat endst obet houghtofaspol i
ticalandwet ypi
call
yuseitt orefertoeff
orts
toforcei deasonust hatar edif
fer
entf r
om ourown.Thet er
m propagandacar r
ies
negativeconnot at
ions.Andt huscall
ingadv erti
singpropaganda mi sleadingorfalse
i
nformat iont hatsuppor tstheinter
estsofthosei npower f i
tswit
ht hear gumentthat
advertisi
ng i s misleading (by provi
ding par t
ialinformati
on and focusi ng on some
att
ributesofapr oductwhi l
eignori
ngothers)andt hatitisatoolofcapital
istint
erest
s.

InMoscow andSt .Petersburg,Amer i

canswoul dhaveeasil
ycalledt helargeoutdoor
"bi
ll
boards"that contai
ned i mages and quot at
ions fr
om Stalin,Leni n,or Mar x
propaganda.Today,manypubl icplacesi nthef or
merSovietUnioncont ainimagesof
Coca-Cola,Marl
boro,andot herhighlyadver t
isedbrands.Somecr i
ti
csofadv ert
ising
wouldconsidert
hisareplacementofsoci ali
stwithcapi
tal
istpr
opaganda.

Bui
ldi
ngi
nSovietUni
onwit
hSt al
inBil
lboar
d
Fi
g.1.
23Pol
it
icalI
mageryFil
l
edPubl i
cSpaces
i
ntheFor
merSov i
etUni
on[Source]

Phot
oofCoca-ColaAdinRussi
a
Fi
g.1.24Adver
ti
sementsLi
keThisOne
AreCommoni nContempor
aryRussi
a[Sour
ce]
6.Adver
ti
singi
sCommer
cialSpeech

I
n1993,theSupremeCour toftheUni
tedStatesconcl
udedt
hatcommer ci
alspeechis
i
ndeedprot
ectedbytheFirstAmendment,buttoasomewhatlesserdegr
eethanother
t
ypesofspeech.Thecour
tnoted:

Thecommer cialmar ketplace,li

keotherspheresofoursocialandcult
uralli
fe,
provi
des
af or
um wherei deasandi nf
ormationflouri
sh.Someoft hei deasandinformati
onare
vit
al,someofslightwor t
h.Butt hegeneralrul
eisthatthespeakerandtheaudience,
not
thegovernment,assessthev alueoftheinformat
ionpresented.

Histor
iansagr eethatt
heframer soft heConst i
tut
ionclear
lyhadpol i
ti
calandreli
gious
speechinmi ndwhent heywrotetheFi rstAmendment .Overtheyears,
theCourthashad
todealwi t
hj usthow fart
hef undament alri
ghtoff r
eedom ofspeechext ends.Should
sell
ersbeabl et omakecl ai
mswi thoutregulati
on?Shouldsoci et
yfoll
ow theancient
Romandi ctum caveatemptor("l
etthebuyerbewar e")
?

FYI..
.
Theof fici
alwebsi teoft heNARCdet ail
st hei ndustry'
ssel f-
regulator
ypr ograms.The
FTCi st hegover nmentalr egul
atorybody.
Incont empor aryadver t
isingpr act
iceint heUni t
edSt ates,therei sbot hadv erti
sing
i
ndust rysel f
-regul
ationandgov ernmentallyi mposedr estr
icti
onsonwhatcanbesai din
advertisement s. The Nat i
onal Adv ertising Revi ew Counci l
, an i ndustry-
based
self
-regul at
ory organization,states i
ts mi ssi
on as f ost
er i
ng truth and accur acy in
nati
onaladver ti
sing through v ol
untary sel f-
regulati
on,t hus hopi ng t o mi nimize
government alinvolvementi ntheadv erti
si ngbusi ness.Ont heot herside,theFeder al
TradeCommi ssi
on,anagencyoft heUni tedSt atesgover nment ,hast hemi ssionof
prevent i
ng unf aircompet i
ti
on and pr otect i
ng consumer sf r
om unf airordecept ive
practicesi nthemar ketpl
ace.

7.Adver
ti
singI
stheMi
ddl
eCl
assTal
kingt
oIt
sel
f

Adver t
isi
ngi saboutdesi res,aspi rati
ons,andv alues.I tnamest hem,descr i
best hem,
andof ferssatisfact
iont hrought hepur chaseandconsumpt ionofconsumergoods.But
whosedesi res,aspirati
ons,andv aluesdoesadv ert
isingtalkabout?Thisdef i
nit
ionof
advertisi
ngsuggest st hatt hecor ev aluesinmostadver ti
singcopyar ethoseoft he
mi ddl
ecl ass,ort hosewhowoul daspi retobeapar tofit.
10Get ti
ngmar r
ied,settli
ng
down,andhavi ngaf ami l
yhav ebeencor ev al
uesi nAmer i
cancultureovertheyear s.If
textbooks,comi cstr
ips,andt elev i
sionhavei dol
izedt hisv i
ew ofwhatl i
feisallabout ,
advertisi
nghasdonesoev enmor e.Weneedonl yl ookt hr
ought hepanoplyof19th-and
20t h-
century ads t of ind t he i deals ofmar riage and f amily.Somet i
mes bl atant,
somet imesmor esubt l
e,theseval uesar eencodedi nthewor dsandi magesofads.

I
nthe1920s,womenmar
chedi
nthest
reet
sdemandi
ngt
her
ightt
ovot
e.Thesuf
frage
movementwasar ebel
lionagainsttheideathatwomenshoul dbewi vesandmot her
s
whosepl acewasi nthehome,noti nthepubli
cwor ldofpoli
ti
cs,business,andpower.
Thesetraditi
onalidealsweredeepl yrootedinthecultur
e,andadverti
singplayedarol
e
i
nper petuatingthem.I n1925,aLi ster
ineadv er
ti
sementshowedt hel ongf aceofa
womandr essedasabr idesmaidwiththiscapti
on:"Oft
enabr i
desmaid,butneverabri
de.
"Thelongcopyoft headt el
l
sher" t
ragic"st
ory:

Edna'scasewasr eall
yapat heticone.Likeev er
ywoman,herpr i
mar yambitionwast o
marry.Mostoft hegi rl
sofhersetwer emar ri
edoraboutt obe.Yetnotonepossessed
moregraceorchar m orl ovel
inessthanshe.
And asherbi r
thdayscr eptgraduall
yt owardt hattragicthi
rt
y-yearmar k,mar r
iage
seemedf ar
therfrom herl i
fet
hanever .
Shewasof tenabr idesmaidbutneverabr ide.
That'
stheinsidi
oust hingabouthal i
tosi
s( unpl
easantbreath)
.You,yoursel
f,rarel
yknow
whenyouhavei t.Andevenyourcl osestf
riendswon'ttelly
ou.

Listerinei
mmor tal
izedthephr ase" oft
enabr idesmaid,butneverabr ide"wit
hadsl i
ke
this.Needlesstosay ,
usingmout hwashwasof feredaspoorEdna'sonlychancet of
ulfi
ll
herdr eam ofbeingabr ide.Ifthest or
yseemsanachr oni
sti
cori di
osyncrati
c,asearch
through ol d magazines publ ished befor
e about 1970 wi l
lr evealmany si mil
ar
expr essi
onsoft heseideals.Listeri
nerepeateditsownmessagei n1955wi thamor e
cont emporary,butnever t
helessdi str
aughtbr i
desmaid usi
ng thesamecapt i
on and
tell
ingasi mil
artal
e:

Mostoft hegi r
lsofhersetwer emarr
ied.
..
butnotEleanor.I
twasbegi
nni
ngt olook,
too,
asi fsheneverwoul dbe.Tr ue,menwereat t
ractedtoher,butt
heiri
nterestqui
ckl
y
tur
nedt oi ndi
ff
erence.Poorgirl
!Shehadn'tt
heremot esti
deawhytheydroppedherso
quickl
y..
.andevenherbestf r
iendwouldn'
ttel
lher.
Whyr i
skt hestigmaofhali
tosis..
.?

FYI.
..
Readmor eaboutLi sterineadv erti
singhist
or yandvi ew the" Of t
enabr idesmai d"adat
theCent erf
orHi storyandNewMedi aatGeor geMasonUni versity.Theex tenttowhi ch
thi
sphr aseisnow i ncommonusagecanbeseenbyt ypingt hephr asei ntoasear ch
engine.
Achancet ogetmar ri
ed,set tledown,andper hapsr aiseaf ami l
y t hemi ddleclass
tal
kingtoi t
selfindeed!Thi sst oryrefersnott ot hefl
aunt i
ngofconv entionsbutt ot he
acceptanceandi deali
zat i
onoft raditi
onalvalues,andi twasr epeatedov erandov erin
vari
ousads.Ot heradsr ei
nforcedot hervalues har dwor kl eadingt osuccess,t he
importanceofappear anceandgoodi mpressi ons,andt hel i
ke.Rol andMar chand's
Adverti
singt heAmer i
canDr eam (1985)11ex aminest hespeci fi
csoci alv al
uest hat
adverti
singpromot eddur ingthe1920sand1930s.
Overtheyears,thediamondhasbeenpr omotedasasi gni
fi
erofmar r
iage,stabil
it
y,and
commi t
ment.Whatbet t
erwayt oshow herhow muchyoul ovehert hantogi vehera
diamondofonecar atormore?asksDeBeers.Howev ergli
tteri
ngt hestonemaybe,t he
realvalueofthedi
amondonawoman' shandi swhatitsigni
f i
es t oher,tohim, andto
society.Andinthissigni
fi
cati
onli
esthosesamev aluesofmar r
iage,fait
hfulness,and
commi t
ment allcentr
alval
uesoftheAmericanmi ddlecl
ass.

Vi
deoSti
llf
orDeBeer
s
Fi
g.1.
25DeBeers:ADiamondI
sFor
ever[
Sour
ce]

FYI..
.
Ani nt
eresti
ngplacet obegini nvestigati
ngt hestoryofdiamondsandt heirrel
ati
onship
tomar ri
ageisMar garetF.Brinig,"RingsandPr omi ses,
"Jour
nalofLaw, Economicsand
Organizati
on6:203-14.Thisarticl
ei savail
ablethroughJSTORonl i
ne.
Each oft hese exampl es il
lustrates an impor t
antaspectofadver tising:itist he
commodi tythatsuppor tsthecul turalvalues.Usingmout hwashandgi vingdiamonds
arethemeansofr eali
zingandat taini
ngthei deal
s.Adv er
ti
singpr
acti
ti
oner sarguethat
thesevaluescomef rom society.

Today'sopenlycont est
edvaluesandsocialdi
versit
yrepresentenormouschal l
engesfor
contempor ar
yadver ti
singasAmericarecogni
zesandembr acesitsmulti
cult
ural
ism and
diver
sit
y.Advertisingcannotaff
ordt ot
akeahomogeni zedappr oacht ocult
uralval
ues.
Contempor ary adverti
sing r
ecognizes t
he plural
it
y ofAmer ican cult
ure and has
recognizedthatfiguri
ngoutwhat" t
hemi ddl
eclass"thi
nksandr ef l
ect
ingitbackwillno
l
ongerwor k.

8.Def
ini
ngAdver
ti
singEmpi
ri
cal
ly

HumptyDumpty:WhenIuseawor
d,i
tmeansj
ustwhatIchoosei
ttomean nei
ther
morenorl
ess.

Al
ice:Thequest
ioni
swhet
hery
oucanmakewor
dsmeansomanydi
ff
erentt
hings.

Lewi
sCar
rol
l
,Al
icei
nWonder
land,
(1866)
.

FYI
..
.
The Depar
tmentofAdverti
sing att he Uni
ver
sit
yofTexas atAust
in mai
ntai
ns an
ext
ensi
vewebsit
eaboutadver
t i
sing.

JefRichardsi
sanactiveresearcherandt eacherint
hef i
eldofadver
tising.TheBrai
ny
Quoteswebsit
ehasassembl edsomeofhi sstatementsaboutadver
ti
sing.
Shouldweaskadver ti
singpr of
essionalswhatt heymeanwhent heyuset heterms
advert
isementandadver t
isi
ng?Pr ofessorJefRi chardsoft heUniversityofTexas'
s
DepartmentofAdv
ert
isingaskedadver ti
singandmar keti
ngexpertshowt heyuset
hese
terms.12 He want ed to know whet hert herei s enough agr
eementt of ormulat
ea
defini
ti
ont hateveryonecanagr eeupon,especi al
lyforthepurposesoft eachingabout
adverti
sing.Ifso,thiswouldmi nimizet henecessityforeachpr of
essor,researcher,or
authortoexpl ai
nthet er
msoverandov er.Itcouldfosteragr
eementaboutt hescopeof
topicsinanadver tisi
ngcur r
iculum.I tmi ghtalsohav eotherpract
icali
mpl icati
ons,for
exampl ewhencour tslooktopr ofessionalstodef i
netermsandf i
ndinconsistencyrather
thanagr eementinusage.

Richardsassembl edat eam ofexpertst odiscusst heirdefi

nit
ions.Thi
sl edhimt o
propose:Advert
isingisapai d,mediat
edf orm ofcommuni cati
onf r
om ani denti
fi
able
source,desi
gnedt opersuadethereceivertotakesomeact i
on,nowori nthef ut
ure.13
Theclarit
yandpr eci
sionofthisdef
init
ionaresignif
icant,butonlyti
mewi l
ltelli
fothers
adoptit.

9.Adver
ti
singI
s"Sel
l
ingCor
nFl
akest
oPeopl
eWhoAr
eEat
ingCheer
ios.
"

FYI.
..
Therear
emanybiographi
esofLeoBurnet
tont
heInt
ernet
.Timenamedhi
m oneofthe
100mostinf
luent
ialbuil
der
sandtit
ansofthe20thcentur
y.TheAmeri
canNati
onal
Busi
nessHal
lofFamealsohonor
shim.

LeoBur nettWorldwidehasanextensi
v eglobalnet
wor kwi thmanyglobalbrands.
Leo Bur nett
,oneofadv ert
isi
ng'
smostcol orfulfigures,wasbor ni nt heAmer i
can
heart
land, st
udi
edatt heUniversi
tyofMi chi
ganwher eheeditedthecoll
egenewspaper ,
andwor kedbri
ef l
yasapol icereporterbeforebeinghi redtowor kintheadver t
isi
ng
departmentoft he Cadil
lac MotorCompany .Bur nettmoved on t of orm his own
advert
isingagency ,theLeoBur nettCompany,I nc.,i
nChi cagoi n1935.TodayLeo
BurnettWor l
dwideisoneofthewor l
d'slargemulti
nationaladvert
isi
ngagencies.

Burnetti
sfamousf orhavi
ngcreatedsomeofadv ert
isi
ng'smostimportantpersonaliti
es
Tonyt heTiger,t
heKeeblerElves,t heJoll
yGreenGiant,t
hePill
sburyDoughboy ,the
MarlboroMan,andRonal dMcDonal d.Theseiconsareassociat
edwi thstrongbr and
names,andi twasbr andloyal
tyt hatBurnetthadinmi ndwhenhesai dadver t
isi
ngi s
"sel
li
ngcornflakestopeoplewhoar eeatingCheeri
os."
14Whileonlyasmal lproport i
on
ofadvert
isi
ngisdevotedtointroducingnewpr oducts,
mostdealswithpr omotingbr and
l
oyaltyamonguser sandpersuadingt hosewhoarenott oswi
tchbrands.

ABoxofCornFl
akes
Fi
g.1.
26Str
ongBrandImages
Popul
ateModer
nAds[Source]

10.Adver
ti
singI
saFor
m ofMyt
hmaki
ng

Consumermyt
hs,mar
ket
placemyt
hol
ogy,andmy
thmaki
ngar
ecent
ralconcept
sused
bysomeadver t
isi
ngprofessorsandadvertisi
ngprofessi
onal
stoday.Butj
ustwhatisit
they have i
n mind by defi
ning adv
erti
sing as f
orm ofmy t
hmaking?In hi
s book,
MythmakingonMadisonAvenue( 1993),
15Sal Randazzowrit
es:

Myt hsar emor et han ent ertaining l

it
tl
est oriesaboutgods,goddesses,and her oic
char acters.Theuni versali
tyofmyt hs,thef actt hatthesamemyt hsr ecuracr osst i
me
andmanycul tures,suggest st hattheyor i
ginatesomewher einsi
deofus. ..
.Adv erti
sers
sellproduct sbymyt hologizingt hem,bywr appi ngt hem i
nourdr eamsandf antasies.
..
.
Adver ti
singisnotsi mpl yint hebusi nessof" selli
ngsoap" .
..
.Adverti
singt urnspr oducts
i
nt obr andsbymyt hologizingt hem byhumani zingthem andgi vingt hem di sti
nct
i
dent it
ies,per sonalit
ies,and sensi bil
it
ies thatr efl
ectourown. .
..Adver ti
sing has
discover edapower ful t
ruth: Dreamssel l
.16

McDonal ds wher eacl owncomest oplayandev er

yonei shappy i saf antasy.
Coca-Cola bl i
ssfulf ell
owshi p overa sof t
-dri
nk i s a dream.Mar lboro
i
ndependence,st rength,andcompani onshi
pawayf r
om thest r
ainsofurbanlif
e i sa
fant
asy.Mr .Clean ageni ereleasedfrom abottl
ewhocl eanshousef oryou l i
vesin
thewor l
dofadv ert
isi
ng.Themy thsthatadverti
singhascr eat
edar oundthesebr ands
hastransformedt heor di
narinessofhambur gers,softdr
inks,ci
garet
tes,andhousewor k
i
ntopower fulbrands.

Mr.Cl
ean
Fi
g.1.
27Mr.Cl
ean:AGeni
efr
om aBot
tl
e[Sour
ce]
Concl
usi
on

Sowhati sadvertising?Adv ert

isingi sacompl exphenomenon i nti
mat el
ytiedt o
society,cult
ure,history,andt heeconomy t hatdefi
esanysi mpl
eorsi ngledefi
niti
on.
Someaspect sofi tar euni versal,whereasothersarecultur
all
yspeci
fic.Itispersonal
salesmanshi ptransfor medi ntomedi at
edcommuni cati
on.Itsometi
mespr ovi
desnew
infor
mat ion,often cajoles,and al waysatt
empt sto persuade.I
n additi
on to sell
ing
messages,i tencodescul turalvaluesandsoci ali
deal
s.Anddependingony ourpointof
view,itisapositiv
eornegat i
vefor ceinsoci
etyandtheeconomy.

Not
es

1 DeVries,Leonar
d,Vi
ctor
ian Adv
ert
isement
s.(
London:Wi
l
liam Cl
owesand Sons
Li
mit
ed,1968).
2DeVri
es, 6.

3Wi ll
iams,Raymond."Adverti
sing:TheMagi cSystem."I
nPr obl
emsi nMater
ial
ism and
Cult
ure.(London:Verso,1980),170-
195.Thisarti
cleisavai
lableonl
ineinAdverti
sing&
SocietyReview,Vol.1,No.1( 2000),accessi
blethroughmostuni ver
sit
ylibr
ariesor
thr
oughwww. aef
.com.
4Gunther,John.Takenatt
heFl
ood:TheSt
oryofAl
ber
tD.Lasker
.(NewYor
k:Har
per&
Br
others,
1960).

5Lasker
,Al
ber
t.TheLaskerSt
ory:AsHeTol
dIt
.(Chi
cago:Adv
ert
isi
ngPubl
icat
ions,
1963)
.

6Lasker
,19.

7Mi t
ra,Anusr
ee,andJohnG.Lynch,Jr."Towar
daReconci
liat
ionofMarketPowerand
I
nformationTheori
esofAdver
tisi
ngEf f
ectsonPri
ceElast
icit
y."Jour
nalofConsumer
Research,Vol
.21.Mar
ch1995.644-59

8Gal
brai
th,
JohnKennet
h.TheAf
fl
uentSoci
ety.Bost
on:Hought
onMi
ff
li
n,1958.

9Forexample,
Alber
tLaskeri
srepor
tedtohaveref
err
edtoadver
ti
singas"news"pri
orto
hi
sembr aci
ngKennedy'
sdefi
nit
ionofadver
ti
singassal
esmanshipinpr
int.SeeLasker
,
15-
21.

10 Wi l
liam Deresiewicz,Pr ofessor of English at Yal e Universi
ty,characteri
zed
adverti
singcopyinsi mil
arwor dsinanessayaboutr eferencest oadverti
singi
nGeor ge
Eli
ot'
s novel,Mi ddlemar ch. (Will
iam Deresiewi cz,St udies in Engl i
sh Literat
ure,
1500-1900,Vol.38,No.4( Autumn1998) ,723-740.Thi sappear sinNot e23,Page740) .
In analyzi
ng a passage f r
om Chapt er60 concer ning the auct i
on ofa t r
ay of
miscell
aneouskni ckknacks,hewr ote:"
Trumbul l[theauct ioneer]openshismout hand
outcomes adver ti
sing copy,orwhatwi l
lbecome adver t
isi
ng copy .Butwhati s
adverti
singcopyifnotthemi ddle-
classunconsci oustalkingtoitsel
f?(i
tali
csadded) .
"

11 Marchand,Rol
and.Adv
ert
isi
ng t
he Amer
ican Dr
eam.Ber
kel
ey:Uni
ver
sit
y of
Cal
i
for
niaPress,
1985.

12Richar
ds,JefI,andCathar
ineM.Cur
ran."
Oracl
eson'
Advert
isi
ng'
:Sear
chi
ngf
ora
Def
ini
ti
on.
"JournalofAdver
ti
sing,
Vol
31,
No.2(Summer2002)
,74.

13Ri
char
ds,
74.

14Bendinger
,Br
uce.TheCopyWor
kShopWor
kBook.Chi
cago:TheCopyWor
kshop,
1993.60.

15Randazzo,
Sal
.Myt
hmaki
ngonMadi
sonAvenue.Chi
cago:
ProbusPubl
ishi
ng,
1993.

16Randazzo,
ix,
xii
,and1.

Medi
aCr
edi
ts
Fi
g.1.
1Cour
tesyofOgi
l
vy&Mat
herWor
ldwi
de,
Inc.

Fi
g.1.2DeVries,
Leonar
d,Vi
ctor
ianAdv
ert
isement
s.(
London:Wi
l
liam Cl
owesandSons
Li
mited,
1968)p.23.

Fi
g.1.
3DeVr
ies,
p.57.

Fi
g.1.
4DeVr
ies,
p.25.

Fi
g.1.
5Phot
obyPaol
oCr
isant
e.

Fi
g.1.
6Vi
ctor
ia&Al
ber
tMuseum,
London/Ar
tResour
ceNY.

Fig. 1. 7 Phot o by Mi ke Fr
eedman f
or ht
tp:
//www.
ict
eacher
s.co.
uk/phot
os/anci
ent
civi
li
sat
ions.
htm

Fi
g.1.
8Cor
bis.

Fi
g.1.
9Imagefrom "
AHi st
oryofAdvert
isi
ng"byHenr
ySampson,hel
datt
hel
i
brar
yof
TheHi
stor
yofAdver
ti
singTrustAr
cive.

Fi
g.1.10 Brown,Henry Coll
ins.Fift
h Av
enue Ol
d and New 1824-
1924.Wynkoop
Hal
lenbeckCrawf
ord:NYC.1924.p.46.

Fi
g.1.
11Pr
ovi
dedcour
tesyHar
pWeekLLC.Febr
uar
y16,
1889,
p.134.

Fi
g.1.
12Br
ianAt
kinson/Al
amy.

Fi
g.1.13Buonarr
oti
,Michel
angel
o.MichelAnge:l
'
oev
redumai
tr
e:pei
ntur
e,scupt
ure,
ar
chi
techt
ure.(
Pari
s:Hachet
te,
1909)p.1.

Fi
g.1.
14Pi
ctur
eNetCor
por
ati
on/Al
amy
.

Fi
g.1.
15Scal
a/Ar
tResour
ceNY.

Fi
g.1.
16Scal
a/Ar
tResour
ceNY.

Fi
g.1.
17aCour
tesyofCr
amer
-Kr
assel
t.

Fi
g.1.
17bCour
tesyofDDBWor
ldwi
deCommuni
cat
ionsGr
oupI
nc.

Fi
g.1.
18Cour
tesyofSpeci
alCol
lect
ions&Ar
chi
ves,
Wri
ghtSt
ateUni
ver
sit
y.

Fi
g.1.
19Cour
tesyofht
tp:
//ear
lyr
adi
ohi
stor
y.us/
1922ads.
htm
Fi
g.1.
20Si
dewaysDi
r.Al
exanderPayne.FoxHomeEnt
ert
ainment
.2005.

Fi
g.1.
21Pi
ctur
ebyEr
icGi
lber
t,Mot
orspor
t.
com

Fig.1.
22J.WalterThompsonCo.Ar chives,
Domest icAdvert
isements,Lever
,1936,John
W.Har t
manCent erforSales,
Advert
isi
ngandMar keti
ngHistory,RareBook,Manuscri
pt
andSpecialCol
l
ect i
onsLibrar
y,DukeUniversi
ty,
(hereaft
erJWT/ Duke).

Fi
g.1.
23Wi
kipedi
a.com

Fi
g.1.
24Cour
tesyofwww.
adammoor
e.com Adam Moor
e.

Fi
g.1.
25Cour
tesyofJ.Wal
terThompson.

Fi
g.1.
26Repr
int
edwi
thper
missi
onofKel
loggCompany
.

Fi
g.1.
27HomeMadeSi
mpl
e

Wi
ll
iam M.O'
Bar
r

Will
iam M.O'Barri
sPr ofessorofCultur
alAnthropologyatDukeUni versit
ywherehehas
taughtsince1969.Hehol dssecondaryappointment sintheDepar t
ment sofSociology
andEngl i
sh.Hehasbeenavi sit
ingprofessoratNor t
hwestern,Dalhousi
e,andOx ford
Universi
ti
es.Hehasbeenr ecognizedforhisout standingundergraduateteachi
ngby
boththeDukeUni versit
yAl umniAssociati
onandTr ini
tyCollege(DukeUni v
ersi
ty).His
course,Advert
isi
ngandSoci ety:GlobalPerspecti
v es,isoneofDuke' smostpopul ar
undergraduat
ecourses.Hi smanysemi narcoursesi ncludeAdverti
singandMascul i
nity,
Chil
drenandAdv ert
isi
ng, andTheLanguageofAdver ti
sing.

He is aut hororco- aut

horoft en books,i ncluding Cul t
ure and the Ad:Expl ori
ng
Other
nessi ntheWor ldofAdver
ti
sing,Rulesver susRelationships,andJustWor ds:Law,
LanguageandPower .Hehasconduct edanthropol ogi
calr esearchinEastAfri
ca,Japan,
andt heUni t
edSt ates.Inaddit
iontohi si nterestinsoci alandcul tur
alaspect sof
adver
t i
sing,ProfessorO'Bar
rhasresearchedlawi navarietyofcul t
uralset
ti
ngs.

In2000,hefoundedAdvert
ising&SocietyRevi
ew andservedasedit
orfrom 2000to
2005.HeisauthorofAdver
tisingandSoci
ety
:AnOnl i
neCurri
cul
um whichwil
lconsi
st
of20unit
spubli
shedassupplementstoAS&R.

Copy
right2005byTheAdver
ti
singEducat
ionalFoundat
ion,
Inc.Al
lri
ght
sreser
ved.