A HISTORY OF ADVERTISING

THEME

- integration of art and technique

- 'an area of neglect' Elton

THE BEGINNING BY WIGHT

- most fun you can have with clothes on 2009 (R4)

- the futures bright, the futures orange + 118 118 (WCRS)

- Lever Bros (1851 to 1952)

- Bernbach (1911 to 82) DDB 

SUNLIGHT VISION

- Lux to Lynx (Lever)

- founded in 1885

- ubiquitous brand, part of average consumers mental furniture (Lever)

- most expensive real estate is the corner of somebody's mind (Hegarty)

FIRST BRITISH TYCOON

- built gallery and Port Sunlight village, 19th century to house his soap factory and workers

LEVER born 1851

- Cruckshank, All The World Going To See The Great Exhibition 1851

- link to colour printing

- photos and 3D tech

ADVERTISING - AN ESSENTIAL

- drives growth 

FIRST SOAP

- lifted Sunlight to class by itself

BOOM

- aided by abolition of taxes on paper 1855 and 61

- press owes a lot to advertising

- News of the World ended when advertising puled out

SECOND BOOM

- colour print and pictoral ends 1880s

- 1890s contemporary paintings could be reproduced

- Sunlight Ad 1890s

FIRST MULTINATIONAL

- ads transformed company to multinational 1885

- largest corp in Britain by 1930

CONTEMPORARY ART 

- good case study (Lewis 2008)

- used in Sunlight Soap in 'So Clean'

- white linen, child

- The New Frock (1889) Will Powell Firth

The Wedding Morning 1892 /John Henry Frederick Bacon

ALICE IN WONDERLAND

- Tate exhibition

- infant mortality rate increasing

- children pop subject

- signify blessing, purity, innocence and life

FIRST CREATIVE AD

- message told in interesting and innovative ways

- imagery = spectacle and entertainment

- encouraged consumers to collect vouchers and save for prints of the ads

AXE ANARCHY

- graphic novel

FIRST AGENCIES

- Cracknell (2011) agencies sold space in newspapers 

- fixed rates to clients

- agencies started to offer creative services

- 20th century model

INNOVATIVE EVENTS

- washing competition on Lake Geneva 1889

QUEEN OF SOAP

- royal endorsement 1892

- soap makers to Queen vic

- democratisation 

- so cheap anyone can use it

WRAPPER PROMOS

- 1903 began wrapper scheme offering prizes in return

- 1904 offer things like gramophones 

CAPTURE THE CHILDREN

- free paper dolls with interchangeable outfits

WORLD DOMINATION

- Lever uses international agencies

- markets Britishness that suits all

- royal connections

- national and imperial imagery

IMPERIAL MISSION

- to civilize

- no commodity aided this more than soap

- cleanse the great unwashed of Britain's working class

- didn't just want this product they needed it

HOW?

- conquered world and hygiene problems

- sanitary achievement

"THE LYNX EFFECT

DISCREPANCY

- between self and ideal image of self