Advertising

1st Advertising Agency

VOLNEY PALMER J. WALTER THOMPSON

Truth-in-Advertising Laws

◼ “Snake Oil”◼ Patent

medicines◼ 1913 = FTC

A-T-R Model

Selective Perception

3 Appeals

Propaganda Devices

◼ Name Calling◼ Glittering

Generalities◼ Transfer◼ Youth◼ Self-Image◼ Plain Folks Appeal◼ Snob Appeal◼ Card Stacking◼ Band Wagon◼ Family◼ Sex Appeal

Name Calling

Glittering Generalities

Transfer- Patriotism

Transfer-Testimonial

Youth Appeal

Self-Image

Plain Folks Appeal

Snob Appeal

Card Stacking

Bandwagon

Family Appeal

Sex Appeal

Commercial/Media Techniques◼ Straight delivery◼ Dramatization◼ Response-seeking◼ Personification◼ Demonstration◼ Slogans◼ Jingles/Music◼ Subliminal

Advertising

Straight Delivery

Dramatization

Response-Seeking

Characters/Personification

Demonstration

Slogans

Jingles/Music

Subliminal Advertising