1920s Advertising

Used with permission from J. Schettler

1920s: Canadian Economy Although Canada

experienced some unemployment after the war Ontario, Quebec, and British Columbia experienced good economic times throughout the 1920s.

There was a strong demand for products like pulp, paper, cars and manufactured goods that had not been available before.

                            

1920s: Canadian Economy The economy across Canada though was

anything but prosperous. The Prairies and Maritimes experienced

hard times as the market bottomed out of their industries

Wheat prices dropped 60 % leaving Western Farmers desperate

In the East prices of fish, iron, coal & lumber fell, creating high unemployment

Era of the Catalogue Back in Central Canada,

Quebec & Ontario manufacturers like:HBC, Simpson's, Canadian Tire, Eatons & others, were enjoying immense profits

Up until this point Eatons was sole retail provider of goods & services to all of Canada out of their very famous catalogue

A western farmer had to order his barn from the Eaton’s

The Retailers Dupuis Frères a French-

Canadian retailer, created its mail order service in 1922

Canadian Tire sent out its first catalogue in 1928

By the 1920s, Hudson's Bay, Morgan's and Woodward's all had a mail order service

Canadian retail markets were BOOMING!!!

Enter Advertising The advertising industry

exploded during the 1920s: magazine advertising revenues tripled between 1918 and1929 = $200 million business

Women made most of the purchasing decisions = advertisers began to direct their campaigns to them.

Enter Advertising The expansion in the

availability of industrial goods created competition among manufactures.

It was necessary for producers to embrace women as consumer in order to capture almost all market sales

Women spent 85 percent of all consumer dollars

Tricks of the Trade Establish your target market e.g women

ages 25-54 Establish your brand-essence: what it

stands for e.g. Pepsi stands for youth Establish the tactic you will use to

advertise your product

Tactics Comparative Advertising: Compare your

product to someone else’s & make yours seem superior

Testimonial: Have an “expert” or “customer” promote your product by singing it’s praises

Fear: Strike fear into the hearts of your consumer that something bad will happen unless they use/buy your product

Emotional Appeal: Playing on consumers heart strings in order to get them to buy their product

Ad Analysis: Jell-O

Who is the target market?

What is the essence of the Jell-O according to this ad?

What tactic is the advertiser using?

Who is the target market?

What is the essence of Bell according to this ad?

What tactic is the advertiser using?

Ad Analysis: Bell

Ad Analysis: Turkish Cigarettes