Advertising and New Media
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Important images/notes referenced include:
Sunlight Soap - The Lever Brothers
- Founded by James Darcy & William Hesketh Lever
- Today, it is known as Uniliver and encompasses 900 brands such as
Ben & Jerry's, Bird's eye & Persil
- It is a ubiquitous brand: part of the average consumers 'mental furniture'
- "The corners of somebodies mind is the most expensive real estate." Hegarty (2009)
Contemporary art & advertising
- Brands began using contemporary paintings in their advertising
- 'The New Frock' (1889) by William Powell Frith was used in a Sunlight soap ad
alongside the caption, 'So Clean'.
- Colourful & innovative advertising was crucial to Lever's success
Product placement
- The Wedding Morning (1892)
- It was used as an advertisement by the Lever Brothers but using traditional photo manipulation techniques, they switched the clock and cup (higlighted) to soap
- The white dress is supposed to indicate the effects of the product
- Social gathering; product bringing the family together
Promotion Boom
- Opening of new offices in Switzerland
- Promotional washing competition in Lake Geneva (1889)
- Influential schemes including a royal endorsement in 1897 and a wrapper scheme in 1903 where the company offered free products in return for a few wrappers of soap
Target market
- Spoke directly to working-class housewives
- Improves their live (leaving time for romance)
- High-feeling/emotive strategy
- Power of suggestion
- Same strategy still used today (Dove etc)
NEW MEDIA:
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Viral advertising
- One distinction between old and new media
- Voluntary viewings as opposed to forced (TV, radio)
- Unpaid peer-to-peer communication
- Audience is engaged
Coke & Mentos
- Viewer generated content
- The two brands had no association with this video
- Advertising generated from this video would normally be worth in excess of $10 million
