Advertising & new media.

WILLIAM HESKETH LEVER
BILL BERNBACH
First to combine copywriters and art directors.


Case study: SUNLIGHT SOAP
Unilever - James Darcy and William H Lever
Ubiquitous brand - "part of the consumers mental furniture"

Asa Candler
1890s Cola bottle.

Mid to late 19Century
Boom in advertising & newspapers.
much down to huge improvements in reproduction and colour printing.


Buying art in 1800s gave you ownership over the copyright. So these artworks could be used for whatever purpose. So Pears soap based some of their earliest ads directly on paintings and artworks that the owners had collected.

This is one of their adverts, which is simply a painting with type added.


Big part in advertising was brand loyalty and relying on customers using the same products time and again.
Sunlight soap was one of the first products to be involved in an international advertising campaign.

Royal endorsements and wrapper scheme.
Advocates of forced labour.
Lever- executive creative director.
chose innovative advertising positions.

His ads emphasised how easy it was to do washing with sunlight soap.
Reached out to the working class and suggested that using sunlight soap would give them better lives.
British Imperial Mission.
-to civilise.
-wash and clothe the savage and cleanse the great unwashed of the working class.
Emergence of psychology in 20th century.

made people feel inferior so they needed a product to better themselves.

ADMASS-economic liberals

the internet!
-enables small ideas to combine, in itself the biggest idea possible...
 
New Media Model.
-mass media to my media.
-personalised and targeted
-viral ads, video viewings online are voluntary.
-involvement in ads, peer to peer.


OLD SPICE viral.
OASIS viral - advertising their newest album by teaching their songs to street musicians...

Youtube advertisement of the year - embrace life. seatbelt safety advert.

Mobile advertising is the fastest growing form of advertising.


GIANT HYDRA

collaborative creativity networking.