OUGD401 Lecture: Beginnings, A History of Creative Advertising.

Notes copied down from Presentation by Janine Sykes.

Lever born in 1851. 

1851 Great exhibition.

'Colour printing on a large scale was not practised until well into the nineteenth century...with the publications generated by the Great exhibition 1851' (http://www.slideshare.net/GretaMedelyte/a-history-ofadvertisinglecture1112new)

Britain had the largest empire in the world as was the most rich at this point.

Pre packaging.

1860's cereal companies figured out how to print, fold and fill cardboard boxes mechanically.

John and William Kellog.

Lever - 'I was the first to advertise extensively (and pre-package) a tablet of soap'
http://www.slideshare.net/GretaMedelyte/a-history-ofadvertisinglecture1112new

Advertising boom.

Advertising aided by tax cuts on newspapers 1855& paper in 1861.

Printing boom.

Technological progress in reproduction and colour printing, pictoral ads in magazine 1880's.

1890's technology abled paintings to be reproduced.

Lever.

born in 1851 at the height of the empire, international trade routes established.

International exhibition prompted large scale colour printing.

Lever brothers.

Adveritising transformed company. - multinational.

Lever brothers started to use contemporary paintings in their advertising. (Lewis, 2008, p65)

The new frock (1889) used in sunlight soap with copy 'So clean'.

Used paintings of children, women, white linen, delicates etc.

(http://www.liverpoolmuseums.org.uk/ladylever/collections/graphics/large/thenewfrock_large.jpg)

Alice in wonderland exhibition at the Tate liverpool Nov 2011- Jan 2012.

Infant morality rate was high. (19th Century)

Children popular subject.

Paintings and photography.

Signified joy, blessings, purity, innocence and life.

A dress rehearsal (1888) bought by leverhulme. Dress has been passed down by mother and edited for the daughter, for soap 'As good as new'. Uses emotional strategy enhanced by naturalism. Soap for clothing.

(http://www.liverpoolmuseums.org.uk/ladylever/collections/graphics/large/adressrehearsal_large.jpg)

selecting and presenting contemporary artworks (RA) communicated more powerfully a desired message.

Message was told in an interesting and innovative way.

Imagery provided a spectacle and entertainment.

'Adveritising from the moment it was born, was trying to entertain us' (Haggerty)

New lynx campaign.

Lever was among the first global campaigns.

Medicine, chocolate and soaps were among the first to be advertised globally.

The wedding morning (1892) John Henry Frederick Bacon. Bought this painting and began using product placement, taking out pieces of the painting and replacing it with sunlight soap.

1892 Sunlight soap got a royal endorsement from the queen. 

One method of beloved advertisers was to capture the children. (Lewis)

Lever spent 2 million pounds in the first two decades of making/ advertising soap.

Art direction.

Gross suggested plantol (another soap owned by lever brothers) should depict tropical climates and express the care that is exercised in refining oils.

Using ambience.

Innovative spaces. Installations (adverts in train doors) Was careful of where he placed his adverts not putting them in newspapers, and choosing media carefully. (Leverhulme)

Lever amassed was among the innovators of advertising expertise.

Salvation with sunlight.

Many of his earlier adds emphasised that sunlight soap would save women from drudgery. (Lewis, 2008, pg74) Would provoke ease in daily routines. Save time.

Copy in sunlight was directed toward working class housewives. Copy heavily emphasised using the soap would save more time for romance.

20th century- Lever used different international agencies.

Domestic and Imperial markets. Signs of britishness suited all - reference to empire.

Royal imagery appeared all over products packaging etc trading on britishness.

Empire was celebrated on biscuits, cigarettes, soap, chocolate became part of the 'working class fabric'.

Advertisers made it their business to persuade consumers of their hygiene problems.

Psychology of advertising.

skipped slide. thanks teach.

Discrepancy theory.

'Fundamentals of honest business with continue to advance humanity to brotherhood' (Leverhulme)