Definition: Advertising is a marketing tool for communicating to the audience, to encourage and persuade them to take action.
There is a science of persuasion, this clip explains it all using motion info graphics.
Historically advertising ones own brand was done positively as the idea was to make people want to take action about the product. The techniques to sell products have not changed drastically since the 1950s. For example the ‘Kodak Home Movie Camera Advert’ has the same principles as adverts we see today.
Throughout the last 60 years we have moved slowly away from the family lifestyle, and what were known as respectable and traditional lifestyles adverts that were clear about what product they are selling, have changed into adverts that are memorable and have nothing to do with the product itself. Alcoholic products do this as they are not allowed to advertise drink the beverage so they create adverts showing elements of the drink or how you feel when you have had a drink i.e manly.
Carling Black Label – Dambusters – 1977
The New Guinness World – 2009
Cadbury’s Dancing Clothes – 2011
However some of todays advert’s have become less censored. We aren’t selling family lifestyles, instead friendships, finding love, sex, for example the Linx adverts.
Linx Excite – 2011
Some of Linx’s adverts are ‘band’ and become viral ads. So do not watch if you are under 18 or are offended easily.
Marmite were the first brand to advertise their product with a for and against argument. Therefore, they anti-advertise their own product. Marmite have advertised their product negatively since October 1996 with their ‘Love it or Hate it’ campaigns.
Instead of glossing over the fact that a good portion of the populace feel Marmite is really quite grim, the Love it or Hate it campaign embraced the truth that Marmite is a strong flavour, which evokes strong feelings. In doing so, it created a way for even those who hate Marmite-the-product to interact with and love Marmite-the-brand. Giving them licence to say things such as “I want to stab it until it dies. Then burns it. And then mail its ashes to its grandmother”and sound like they’re in with the joke, rather than in with the lunatic asylum.
Many have tried to copy the idea but none have succeeded successfully.
Squeezy ‘Love it or hate it’
The squeeze brand had only juts come out in 2007, this is how they advertised the new product.
The Marmite Squeezy Art poster concept was developed at DDB UK, London, by creative director Jeremy Craigen, art director Damien Bellon, copywriter Thierry Albert and account supervisors Tamsin Northridge and Jonathan Trimble.
The Marmite Squeezy art campaign won a Silver Lion at Cannes International Advertising Festival 2006, a prize at Epica 2006, a Gold at Eurobest 2006, and a Grand Crystal at Festival de la Publicité de Méribel 2006.
There was a short advert called ‘The Date’, where Marmite ruins the end of a good night as one person does not like it.
Two years later and in light of the UK General elections of 2010 they created the Love Party and Hate Party, running their debate alongside the elections. Created Facebook pages was well (that was their voting) and even had a debate on Youtube.
Fizzy Drink Ads
‘Ever since The Coca‑Cola Company first sponsored a TV show on a US network back in 1950, our advertising has appeared on television screens around the globe in many different, often memorable forms – from the festive red trucks of ‘Holidays Are Coming’, to the group of hilltop singers in our 1971 hit ‘I’d Like To Buy The World A Coke’.’
Their original ad has a similar style to the Kodak one it is selling respectability and traditional aspects. Coke hasn’t really moved away from a child friendly theme as someone’s childhood is when they decided which fizzy drink you like the best and you tend to keep with the same brand.
Ballroom Dancing – 1956:
I’d Like to Buy the World a Coke – 1971
Holidays are Coming – 2011
Their more recent ads have used animation to sell their product, again it is child friendly and makes yo smile every time you watch it.
Catch – 2012
HHCL was the advertising agency that first introduced the ‘ironic’ catch phase “You know when you’ve been Tango’d” in 1991. The ad was so successful that it received widespread condemnation after a craze for “Tangoing” people swept the nation’s playgrounds, and there were reports of children receiving serious injuries or even being deafened by being slapped on the ears.
Genre – across time
My original idea was to have people going through time together changing with a can on Dandelion and Burdock all the way back to the medieval times of Dandelion and Burdock.
Hovis – 122 years
John Lewis – Never Knowingly Undersold
Fairy Liquid – I hardly every buy Fairy Liquid’