Advertising and New Media

Sutherland, 2009
"media that works through engagement and involvement"

19c - to compare the impact of NM to the TEchnological progress of colour printing

Radio - Robin Wright, responsible for "118 118", "The future's bright, the future's orange",
William Hesketh Lever, Lever Bros
Bill Bernach, copywriters and art directors

Unilever - owns over 900 brands including Ben and Jerry's, Bird's eye, Bertoli, Persil etc

George Cruikshank - All the World Going to see the Great Exhibition 1851, Levers Birthday

The beginning of pre-packaging,
Boom in Newspaper and Poster production
Abolished taxes on newspapers in 1855 and paper in 1861
Press Indispensable for advertising

Poster 1890's

Unilever Series, Miroslaw Balka Tate Modern 13th October 2009 - 5th April 2010

Medicine, chocolate and soap
Sunlight soap - first ever international advert

Capture the Children - rewards in the form of paper dolls and encyclopaedias
encourages brand loyalty

Art Direction
Plantol should depict tropical climates and express the care that is exercised in refining oils
main ingredients - palm oil, however the product was a result of slavery

Hegarty 2009 - the power of truth

Publications and Target Audience
Sunlight Soap spoke directly to working class housewives

British Imperial Mission
To civilize, wash and clothe the savage, cleanse the great unwashed of the British working classes

Victorians conquered the problem of corporeal aromas - body odour
still true today in products such as lynx

Psychology of Advertising 1908 - Walter Dill Scott
discrepancy between self image and ideal image
"9/10 screen stars care for their skin with Lux soap"

American Radio - Birth of Soap Operas

Advertising creates more jobs - Hogarty and Leverhume - Economic Liberals

The shit from Masss Media to My Media

Viral Advertising
voluntary viewings, such as viral videos, youtube etc, in comparison to forced viewings, tv adverts, posters etc

Trevor Beattie
referred to the internet as being the biggest idea since the wheel
emphasised the fact if many little ideas instead of one big one
example - Coke and Mento viral - worth $10 million, more than half its annual advertising budget

Old Spice adverts - viral, facebook group, twitter, intersctive media as well?

Current era is the best time to be in advertising - Hogarty

November 2010
Youtube Advertising Awards
Winner - Embrace Live, seatbelt campaign

The Third Screen
tv, computer, phone (fastest growing scheme)

The Kairos Factor - principle of presenting a desired message at the opportune moment

The impact of New Media itself has a direct effect on creativity

Giant Hydra - social network of advertisers and creatives
essentially a mass collaboration unit