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"Advertising-History"
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Black ops advertising : native ads, content marketing and the covert world of the digital sell
Examines the rise of native advertising and content marketing, which disguise advertising as news or editorial content.
Book
Feminists, feminisms, and advertising
This book is the first to offer explicitly feminist views on the shared histories of the advertising industry and women's movement. Contributors consider the ways advertisers encode race, ethnicity, gender, and heteronormativity into advertising practices and messages, as well as the ways intersectional audiences and consumers resist.
eBook
The adman's dilemma : from Barnum to Trump
\"The Adman's Dilemma is a cultural biography that explores the rise and fall of the advertising man as a figure who became effectively a licensed deceiver in the process of governing the lives of American consumers. Apparently this personage was caught up in a contradiction, both compelled to deceive yet supposed to tell the truth. It was this moral condition and its consequences that made the adman so interesting to critics, novelists, and eventually filmmakers. The biography tracks his saga from its origins in the exaggerated doings of P.T. Barnum, the emergence of a new profession in the 1920s, the heyday of the adman's influence during the post-WW2 era, the later rebranding of the adman as artist, until the apparent demise of the figure, symbolized by the triumph of that consummate huckster, Donald Trump. In The Adman's Dilemma, author Paul Rutherford explores how people inside and outside the advertising industry have understood the conflict between artifice and authenticity. The book employs a range of fictional and nonfictional sources, including memoirs, novels, movies, TV shows, websites, and museum exhibits to suggest how the adman embodied some of the strange realities of modernity.\"-- Provided by publisher.
Book
A history of content marketing
Purpose
Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice.
Design/methodology/approach
This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods and the development of consumer cultures around the world.
Findings
Research findings support three conclusions: CM existed much earlier than often acknowledged; has emerged as a unique marketing discipline, strategically and tactically distinguishable from the others (e.g. advertising and sales promotion); and possesses objectives, strategies and tactics that have remained remarkably consistent in practice across the millennia.
Originality/value
The research supports several insights to the history of marketing and the practice of CM. Some of the CM strategies and tactics identified in this paper, for instance, have previously been concluded to be part of advertising’s history. Findings also reveal that many of advertising’s American pioneers actually used CM to persuade 19th-century businessmen to adopt widespread advertising. In addition, the emphasis on interactive, digital media in CM definitions offers a likely explanation for the recent enthusiasm behind CM as a response to global trends in consumer preferences and global competition, as well as why contemporary CM practitioners have often failed to recognize they are practicing a “new” discipline that has actually been in use for thousands of years.
Journal Article
Food Is Love
Modern advertising has changed dramatically since the early twentieth century, but when it comes to food, Katherine Parkin writes, the message has remained consistent. Advertisers have historically promoted food in distinctly gendered terms, returning repeatedly to themes that associated shopping and cooking with women. Foremost among them was that, regardless of the actual work involved, women should serve food to demonstrate love for their families. In identifying shopping and cooking as an expression of love, ads helped to both establish and reinforce the belief that kitchen work was women's work, even as women's participation in the labor force dramatically increased. Alternately flattering her skills as a homemaker and preying on her insecurities, advertisers suggested that using their products would give a woman irresistible sexual allure, a happy marriage, and healthy children. Ads also promised that by buying and making the right foods, a woman could help her family achieve social status, maintain its racial or ethnic identity, and assimilate into the American mainstream.Advertisers clung tenaciously to this paradigm throughout great upheavals in the patterns of American work, diet, and gender roles. To discover why, Food Is Love draws on thousands of ads that appeared in the most popular magazines of the twentieth and early twenty-first centuries, including the Ladies' Home Journal, Good Housekeeping, Ebony, and the Saturday Evening Post. The book also cites the records of one of the nation's preeminent advertising firms, as well as the motivational research advertisers utilized to reach their customers.
eBook
MISS KIN in the world of fashion: 1902–1939
Purpose This paper aims to examine the marketing strategies designed by a Czechoslovak company Waldes and Co. from 1902 to 1939. The company with its headquarter in Prague and the production facilities in New York, Paris, Barcelona, Dresden and Warsaw was among the world leading producers of fastening devices before World War II. Its success was given by its constant emphasis on improving technologies of production and decreasing cost but most significantly using pioneering concepts of marketing. Genius concept of the main company founder Jindrich Waldes was to promote the fastening products as piece of art and modern fashion trends from clothing industry to shoemakers. Design/methodology/approach Research for this paper benefited from the author’s access to the internal company documents, advertisements and marketing materials in the State Regional Archives in Prague, which were preserved during the Nazi and Communist eras in Prague, and to an heir of one of the company’s original owners. These documents were analyzed chronologically and thematically. They chronicled the company’s ongoing efforts to develop its products as part of the world of fashion in a very competitive market of fastening devices. Findings Waldes and Co. began marketing its products using fashion designers’ testimonials as early as 1904. This unknown company from Prague, with its innovative production of snap buttons, was able to grow internationally within its first decade of existence. By 1913, the company had established marketing management across all major markets, including a unique campaign in the United States. After World War I, Waldes and Co. introduced new products and continued to market its fastening devices as integral to the world of fashion. In 1937, the company was awarded the Grand Prix for advertising at the World Fair in Paris. Originality/value By studying archival documents of Waldes and Co., which are not open to general public, this pioneering research uncovers early 20th-century global marketing strategies used by this today unknown company from Central Europe, which significantly contributed to its global economic success.
Journal Article
The German advertising industry – from 1950 to 2018
Purpose
The purpose of this paper is to review the development of the German advertising industry starting from 1950 to 2018 with a special focus on the American influence.
Design/methodology/approach
The paper uses the oral history methodology. The content is based on 27 semi-structured interviews with current and former experts from the German and American advertising industry. An analysis of secondary sources supports the line of argumentation.
Findings
The paper confirms the outstanding role of the American influence on the German advertising industry, owing to new standards of professionalism, to novel versions of terminology and to the introduction of the theory of marketing. However, incompatible management styles, increasing global competition and financial pressure diminished the impact. Likewise, the American interference did not suppress the development of specific German industry characteristics such as a strong entrepreneurial culture or sustainable leadership.
Originality/value
This paper provides an overview of the history of German advertising with a focus on advertising agencies in the period from 1950 to today (2018). Further, this paper assesses the special impact of the American influence on the German advertising industry. Further, subjects of investigation are particularities of the German advertising industry, such as special attributes of agency leaders and their relationship with clients, distinct versions of ownership structures, agency service offerings and, finally, the role of creativity.
Journal Article