60 12.1 Advertising

Ancient and Medieval Advertising

In 79 CE, the eruption of Italy’s Mount Vesuvius destroyed and, ultimately, preserved the ancient city of Pompeii. Historians have used the city’s archaeological evidence to piece together many aspects of ancient life. Pompeii’s ruins reveal a world in which the fundamental tenets of commerce and advertising were already in place. Merchants offered different brands of fish sauces identified by various names such as “Scaurus’ tunny jelly.” Wines were branded as well, and their manufacturers sought to position them by making claims about their prestige and quality. Toys and other merchandise found in the city bear the names of famous athletes, providing, perhaps, the first example of endorsement techniques (Hood, 2005).

The invention of the printing press in 1440 made it possible to print advertisements that could be put up on walls and handed out to individuals. By the 1600s, newspapers had begun to include advertisements on their pages. Advertising revenue allowed newspapers to print independently of secular or clerical authority, eventually achieving daily circulation. By the end of the 16th century, most newspapers contained at least some advertisements (O’Barr, 2005).

Selling the New World

European colonization of the Americas during the 1600s brought about one of the first large-scale advertising campaigns. When European trading companies realized that the Americas held economic potential as a source of natural resources such as timber, fur, and tobacco, they attempted to convince others to cross the Atlantic Ocean and work to harvest this bounty. The advertisements for this venture described a paradise without beggars and with plenty of land for those who made the trip. The advertisements convinced many poor Europeans to become indentured servants to pay for the voyage (Mierau, 2000).

The Rise of Brand Names

Another ubiquitous aspect of advertising developed around this time: brands. During most of the 19th century, consumers purchased goods in bulk, weighing out scoops of flour or sugar from large store barrels and paying for them by the pound. Innovations in industrial packaging allowed companies to mass produce bags, tins, and cartons with brand names on them. Although brands existed before this time, they were generally reserved for goods that were inherently recognizable, such as china or furniture. Advertising a particular kind of honey or flour made it possible for customers to ask for that product by name, giving it an edge over the unnamed competition.¹

The rise of department stores during the late 1800s also gave brands a push. Nationwide outlets such as Sears, Roebuck & Company and Montgomery Ward sold many of the same items to consumers all over the country. A particular item spotted in a big-city storefront could come to a small-town shopper’s home thanks to mail-order catalogs. Customers made associations with the stores, trusting them to have a particular kind of item and to provide quality wares. Essentially, consumers came to trust the store’s name rather than its specific products.²

Advertising Makes Itself Useful

World War I fueled an advertising and propaganda boom. Corporations that had switched to manufacturing wartime goods wanted to stay in the public eye by advertising their patriotism. Equally, the government needed to encourage public support for the war, employing such techniques as the famous Uncle Sam recruiting poster. President Woodrow Wilson established the advertiser-run Committee on Public Information to make movies and posters, write speeches, and generally sell the war to the public. Advertising helped popularize World War I on the home front, and the war in turn gave advertising a much-needed boost in stature. The postwar return to regular manufacturing initiated the 1920s as an era of unprecedented advertising.³

New Media

The rising film industry made celebrity testimonials, or product endorsements, an important aspect of advertising during the 1920s. Film stars including Clara Bow and Joan Crawford endorsed products such as Lux toilet soap. In these early days of mass-media consumer culture, film actors and actresses gave the public figures to emulate as they began participating in popular culture.⁴

As discussed in Chapter 7 “Radio”, radio became an accepted commercial medium during the 1920s. Although many initially thought radio was too intrusive a medium to allow advertising, as it entered people’s homes by the end of the decade, advertising had become an integral aspect of programming. Advertising agencies often created their own programs that networks then distributed. As advertisers conducted surveys and researched prime time slots, radio programming changed to appeal to their target demographics. The famous Lux Radio Theater, for example, was named for and sponsored by a brand of soap. Product placement was an important part of these early radio programs. Ads for Jell-O appeared during the course of the Jack Benny Show (JackBennyShow.com), and Fibber McGee and Molly scripts often involved their sponsor’s floor wax (Burgan, 1996). The relationship between a sponsor and a show’s producers was not always harmonious; the producers of radio programs were constrained from broadcasting any content that might reflect badly on their sponsor.

The Great Depression and Backlash

Unsurprisingly, the Great Depression, with its widespread decreases in levels of income and buying power, had a negative effect on advertising. Spending on ads dropped to a mere 38 percent of its previous level. Social reformers added to revenue woes by again questioning the moral standing of the advertising profession. Books such as Through Many Windows and Our Master’s Voice portrayed advertisers as dishonest and cynical, willing to say anything to make a profit and unconcerned about their influence on society. Humorists also questioned advertising’s authority. The Depression-era magazine Ballyhoo regularly featured parodies of ads, similar to those seen later on Saturday Night Live or in The Onion. These ads mocked the claims that had been made throughout the 1920s, further reducing advertising’s public standing.⁵

This advertising downturn lasted only as long as the Depression. As the United States entered World War II, advertising again returned to encourage public support and improve the image of businesses.⁶ However, there was one lasting effect of the Depression. The rising consumer movement made false and misleading advertising a major public policy issue. At the time, companies such as Fleischmann’s (which claimed its yeast could cure crooked teeth) were using advertisements to pitch misleading assertions. Only business owners’ personal morals stood in the way of such claims until 1938, when the federal government created the Federal Trade Commission (FTC) and gave it the authority to halt false advertising.

Newspapers and Magazines

Although print ads have been around for centuries, Internet growth has hit newspaper advertising hard. A 45 percent drop in ad revenue between 2007 and 2010 signaled a catastrophic decline for the newspaper industry (Sterling, 2010). Traditionally, newspapers have made money through commercial and classified advertising. Commercial advertisers, however, have moved to electronic media forms, and classified ad websites such as Craigslist offer greater geographic coverage for free. The future of newspaper advertising—and of the newspaper industry as a whole—is up in the air.

Print magazines have suffered from many of the same difficulties as newspapers. Declining advertising revenue has contributed to the end of popular magazines such as Gourmet and to the introduction of new magazines that cross over into other media formats, such as Food Network Magazine. Until a new, effective model is developed, the future of magazine advertising will continue to be in doubt.

Radio

Compared to newspapers and magazines, radio’s advertising revenue has done well. Radio’s easy adaptation to new forms of communication has made it an easy sell to advertisers. Unlike newspapers, radio ads target specific consumers. Advertisers can also pay to have radio personalities read their ads live in the studio, adding a sense of personal endorsement to the business or product. Because newer forms of radio such as satellite and Internet stations have continued to use this model, the industry has not had as much trouble adapting as print media have.

Television

TV advertisement relies on verbal as well as visual cues to sell items. Promotional ad time is purchased by the advertiser, and a spot usually runs 15 to 30 seconds. Longer ads, known as infomercials, run like a TV show and usually aim for direct viewer response. New technologies such as DVR allow TV watchers to skip through commercials; however, studies have shown that these technologies do not have a negative effect on advertising (Gallagher, 2010). This is partly due to product placement. Product placement is an important aspect of TV advertising, because it incorporates products into the plots of shows. Although product placement has been around since the 1890s, when the Lumière brothers first placed Lever soap in their movies, the big boom in product placement began with the reality TV show Survivor in 2000 (Anderson, 2006). Since then, product placement has been a staple of prime-time entertainment. Reality TV shows such as Project Runway and American Idol are known for exhibiting products on screen, and talk-show host Oprah Winfrey made news in 2004 when she gave away new Pontiacs to her audience members (Stansky, 2008). Even children’s shows are known to hock products; a new cartoon series recently began on Nickelodeon featuring characters that represent different Sketchers sneakers (Freidman, 2010).

Digital Media

Emerging digital media platforms such as the Internet and mobile phones have created many new advertising possibilities. The Internet, like TV and radio, offers free services in exchange for advertising exposure. However, unlike radio or TV, the Internet is a highly personalized experience that shares private information.

The Formation of the FTC

Founded in 1914, the Federal Trade Commission (FTC) became responsible for regulating false advertising claims. Although federal laws concerning these practices made plaintiffs prove that actual harm was done by the advertisement, state laws passed during the early 1920s allowed prosecution of misleading advertisements regardless of harm done.¹³ The National Association of Attorneys General has helped states remain an important part of advertising regulation. In 1995, 13 states passed laws that required sweepstakes companies to provide full disclosure of rules and details of contests (O’Guinn, et. al., 2009).

During the Great Depression, New Deal legislation threatened to outlaw any misleading advertising, a result of the burgeoning consumer movement and the public outcry against advertising during the period (Time, 1941). The reformers did not fully achieve their goals, but they did make a permanent mark on advertising history. The 1938 Wheeler-Lea Amendment expanded the FTC’s role to protect consumers from deceptive advertising. Until this point, the FTC was responsible for addressing false advertising complaints from competitors. With this legislation, the agency also became an important resource for the consumer movement.

Truth in Advertising

In 1971, the FTC began the Advertising Substantiation Program to force advertisers to provide evidence for the claims in their advertisements. Under this program, the FTC gained the power to issue cease-and-desist orders to advertisers regarding specific ads in question and to order corrective advertising. Under this provision, the FTC can force a company to issue an advertisement acknowledging and correcting an earlier misleading ad. Regulations under this program established that supposed experts used in advertisements must be qualified experts in their field, and celebrities must actually use the products they endorse.¹⁴ In 2006, Sunny Health Nutrition was brought to court for advertising height-enhancing pills called HeightMax. The FTC found the company had hired an actor to appear as an expert in its ads, and that the pills did not live up to their claim. Sunny Health Nutrition was forced to pay $375,000 to consumers for misrepresenting its product (Consumer Affairs, 2006).

In 1992, the FTC introduced guidelines defining terms such as biodegradable and recyclable. The growth of the environmental movement in the early 1990s led to an upsurge in environmental claims by manufacturers and advertisers. For example, Mobil Oil claimed their Hefty trash bags were biodegradable. While technically this statement is true, a 500- to 1,000-year decomposition cycle does not meet most people’s definitions of the term (Lapidos, 2007). The FTC guidelines made such claims false by law (Schneider, 1992).

Regulation of the Internet

The FTC has also turned its attention to online advertising. The Children’s Online Privacy Act of 1998 was passed to prohibit companies from obtaining the personal information of children who access websites or other online resources. Because of the youth orientation of the Internet, newer advertising techniques have drawn increasing criticism. Alcohol companies in particular have come under scrutiny. Beer manufacturer Heineken’s online presence includes a virtual city in which users can own an apartment and use services such as e-mail. This practice mirrors that of children’s advertising, in which companies often create virtual worlds to immerse children in their products. However, the age-verification requirements to participate in this type of environment are easily falsified and can lead to young children being exposed to more mature content (Gardner, 2010).

Consumer and privacy advocates who are concerned over privacy intrusions by advertisers have also called for Internet ad regulation. In 2009, the FTC acted on complaints against Sears that resulted in an injunction against the company for not providing sufficient disclosure. Sears offered $10 to consumers to download a program that tracked their Internet browsing. The FTC came down on Sears because the downloaded software tracked sensitive information that was not fully disclosed to the consumer. Similar consumer complaints against Facebook and Google for their consumer tracking have, at present, not resulted in FTC actions; however, the growing outcry makes new regulation of Internet advertising likely (Shields, 2010).

Advertising and the Rise of Consumer Culture

George Babbitt, the protagonist of Sinclair Lewis’s 1922 novel Babbitt, was a true believer in the growing American consumer culture:

Just as the priests of the Presbyterian Church determined his every religious belief…so did the national advertisers fix the surface of his life, fix what he believed to be his individuality. These standard advertised wares—toothpastes, socks, tires, cameras, instantaneous hot-water heaters—were his symbols and proofs of excellence; at first the signs, and then the substitutes, for joy and passion and wisdom (Lewis, 1922).

Although Lewis’s fictional representation of a 1920s-era consumer may not be an actual person, it indicates the national consumer culture that was taking shape at the time. As it had always done, advertising sought to attach products to larger ideas and symbols of worth and cultural values. However, the rise of mass media and of the advertising models that these media embraced made advertising take on an increasingly influential cultural role.

Automobile ads of the 1920s portrayed cars as a new, free way of life rather than simply a means of transportation. Advertisers used new ideas about personal hygiene to sell products and ended up breaking taboos about public discussion of the body. The newly acknowledged epidemics of halitosis and body odor brought about products such as mouthwash and deodorant. A Listerine campaign of the era transformed bad breath from a nuisance into the mark of a sociopath (Ashenburg, 2008). Women’s underwear and menstruation went from being topics unsuitable for most family conversations to being fodder for the pages of national magazines.¹⁵

Creating the Modern World

World War I bond campaigns had made it clear that advertising could be used to influence public beliefs and values. Advertising focused on the new—making new products and ideas seem better than older ones and ushering in a sense of the modernity. In an address to the American Association of Advertising Agencies in 1926, President Coolidge went as far as to hold advertisers responsible for the “regeneration and redemption of mankind (Marchand, 1985).”

Up through the 1960s, most advertising agencies were owned and staffed by affluent white men, and advertising’s portrayals of typical American families reflected this status quo. Mainstream culture as propagated by magazine, radio, and newspaper advertising was that of middle- or upper-class White suburban families (Marchand, 1985). This sanitized image of the suburban family, popularized in such TV programs as Leave It to Beaver, has been mercilessly satirized since the cultural backlash of the 1960s.

A great deal of that era’s cultural criticism targeted the image of the advertiser as a manipulator and promulgator of superficial consumerism. When advertisers for Volkswagen picked up on this criticism, turned it to their advantage, and created a new set of consumer symbols that would come to represent an age of rebellion, they neatly co-opted the arguments against advertising for their own purposes. In many instances, advertising has functioned as a codifier of its own ideals by taking new cultural values and turning them into symbols of a new phase of consumerism. This is the goal of effective advertising.

Apple’s 1984 campaign is one of the most well-known examples of defining a product in terms of new cultural trends. A fledgling company compared to computer giants IBM and Xerox, Apple spent nearly $2 million on a commercial that would end up only being aired once (McAloney, 1984). During the third quarter of the 1984 Super Bowl, viewers across the United States watched in amazement as an ad unlike any other at the time appeared on their TV screens. The commercial showed a drab gray auditorium where identical individuals sat in front of a large screen. On the screen was a man, addressing the audience with an eerily captivating voice. “We are one people, with one will,” he droned. “Our enemies shall talk themselves to death. And we will bury them with their own confusion. We shall prevail (McAloney, 1984)!” While the audience sat motionlessly, one woman ran forward with a sledgehammer and threw it at the screen, causing it to explode in a flash of light and smoke. As the scene faded out, a narrator announced the product. “On January 24, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like 1984 (Freidman, 1984).” With this commercial, Apple defined itself as a pioneer of the new generation. Instead of marketing its products as utilitarian tools, it advertised them as devices for combating conformity (Freidman, 1984). Over the next few decades, other companies imitated this approach, presenting their products as symbols of cultural values.

In his study of advertising’s cultural impact, The Conquest of Cool, Thomas Frank compares the advertising of the 1960s with that of the early 1990s:

How [advertisers] must have rejoiced when the leading minds of the culture industry announced the discovery of an all-new angry generation, the “Twenty-Somethings,” complete with a panoply of musical styles, hairdos, and verbal signifiers ready-made to rejuvenate advertising’s sagging credibility…. The strangest aspect of what followed wasn’t the immediate onslaught of even hipper advertising, but that the entire “Generation X” discourse repeated…the discussions of youth culture that had appeared in Advertising Age, Madison Avenue, and on all those youth-market panel discussions back in the sixties.¹⁶

To be clear, advertisers have not set out to consciously manipulate the public in the name of consumer culture. Rather, advertisers are simply doing their job—one that has had an enormous influence on culture.

Advertising Stereotypes

The White, middle-class composition of ad agencies contributed to advertisements’ rare depictions of minority populations. DDB—the agency responsible for the Volkswagen ads of the 1960s—was an anomaly in this regard. One of its more popular ads was for Levy’s rye bread. Most conventional advertisers would have ignored the ethnic aspects of this product and simply marketed it to a mainstream White audience. Instead, the innovative agency created an ad campaign that made ethnic diversity a selling point, with spots featuring individuals from a variety of racial backgrounds eating the bread with the headline “You don’t have to be Jewish to love Levy’s.”

During the 1950s, stereotypical images of African Americans promulgated by advertisers began to draw criticism from civil rights leaders. Icons such as Aunt Jemima, the Cream of Wheat chef, and the Hiram Walker butler were some of the most recognizable black figures in U.S. culture. Unlike the African Americans who had gained fame through their artistry, scholarship, and athleticism, however, these advertising characters were famous for being domestic servants.

During the 1960s, meetings of the American Association of Advertising Agencies (AAAA) hosted civil rights leaders, and agencies began to respond to the criticisms of bias. A New York survey in the mid-1960s discovered that Blacks were underrepresented at advertising agencies. Many agencies responded by hiring new African American employees, and a number of Black-owned agencies started in the 1970s.¹⁷

Early advertising frequently reached out to women because they made approximately 80 percent of all consumer purchases. Thus, women were well represented in advertising. However, those depictions presented women in extremely narrow roles. Through the 1960s, ads targeting women generally showed them performing domestic duties such as cooking or cleaning, whereas ads targeting men often placed women in a submissive sexual role even if the product lacked any overt sexual connotation. A National Car Rental ad from the early 1970s featured a disheveled female employee in a chair with the headline “Go Ahead, Take Advantage of Us.” Another ad from the 1970s pictured a man with new Dacron slacks standing on top of a woman, proclaiming, “It’s nice to have a girl around the house (Frauenfelder, 2008).”

An advertising profile printed in Advertising Age magazine gave a typical advertiser’s understanding of the housewife at the time:

She likes to watch TV and she does not enjoy reading a great deal. She is most easily reached through TV and the simple down-to-earth magazines…. Mental activity is arduous for her…. She is a person who wants to have things she can believe in rather than things she can think about (Rodnitzky, 1999).

The National Organization for Women (NOW) created a campaign during the early 1970s targeting the role of women in advertisements. Participants complained about the ads to networks and companies and even spray-painted slogans on offensive billboards in protest.

Representation of minorities and women in advertising has improved since the 1960s and ’70s, but it still remains a problem. The 2010 Super Bowl drew one of the most diverse audiences ever recorded for the event, including a 45 percent female audience. Yet the commercials remained focused strictly on men. And of 67 ads shown during the game, only four showed minority actors in a lead role. Despite the obvious economic benefit of diversity in marketing, advertising practices have resisted change (Ali, 2010).

Advertising to Children

The majority of advertisements that target children feature either toys or junk food. Children under the age of eight typically lack the ability to distinguish between fantasy and reality, and many advertisers use this to their advantage. Studies have shown that most children-focused food advertisements feature high-calorie, low-nutrition foods such as sugary cereals. Although the government regulates advertising to children to a degree, the Internet has introduced new means of marketing to youth that have not been addressed. Online video games called advergames feature famous child-oriented products. The games differ from traditional advertising, however, because the children playing them will experience a much longer period of product exposure than they do from the typical 30-second TV commercial. Child advocacy groups have been pushing for increased regulation of advertising to children, but it remains to be seen whether this will take place (Calvert, 2008).