Advertising In The 1920's Summary

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Roland Marchand synopsis of advertising in the 1920’s is an invasive look into the subject matter of advertising.He contributes a lot of the success of the advertisement of this era to the new found characteristics of advertising becoming more humanised and psychological than in the past.This new ideology would have a profound effect on consumer and change the way advertising would be done from that point on. As mentioned in chapter 6 Big Business wasn 't frowned upon like it was before World War 1 so the market was ripe for the taking as new light has shined on the companies.so advertisers would start to use a technique where they would display a consumer in a personal dilemma. Then long and behold the Product or advertiser would guide consumer…show more content…
Marchand would later start to go in depth on how the advertisers began to really discover who their demographic really was.According to the statistic on page 144 “The advertising trade journals commonly attributed to 85 percent of all consumer spending” in knowing this advertising would be more geared toward the correct demographic. This is when advertising became more psychological as advertising became more based off emotionally cued as research would determine that is what females would respond more to.Furthermore, leading into Marchand’s thoughts on how much advertising pushed the importance of first impressions.This ideology would mold society into believing that if you don 't have the best or what is considered the best then it 's going to leave a bad stigma on the minds of your peers.It would become more apparent that this idea was being pushed after reviewing the stories mentioned between pages…show more content…
Consequently after the reading most of the primary sources support the secondary source’s ideology.Firstly “The Poor Little Bride of 1860” shows the idea of first impressions being important as it appears that they have invited dinner guest to their house and they are making a good impression.Then lower on the advertisement we see them associating a product with a character while also implying if you don 't do it like “Aunt Jemima” they won 't come out right.This one advertisement used at least three of the techniques mentioned in the secondary source.The same could be said of the “Listerine Advertisement” the advertisement is playing off the fear of the consumer not getting the product and therefore is shunned out of social environments.Also using a term that is different than what people would normally call it so it is seen as more of a common problem in society so the consumer would feel more entitled to
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