Monday, April 15, 2019
The CenturyÃ¢â¬â¢s Most Groundbreaking Advertising And How It Changed Us All James B. Twitchell Essay Example for Free
The Centurys Most Groundbreaking Advertising And How It Changed Us All James B. Twitchell EssayJust like tot totallyy the ads around us, it seems as if we atomic number 18 beat over the head with the idea that success comes from distinction. Time and date again, we all hear this notion that if you want to break though the clutter, you keep to be different. Its easier state than done with billions of ads around us. So, where did this all st craft? We have learned ab out(p) the days when people would key their street signs in hopes to be the best barber shop in town. Well of course, with little ambition meant broad business. Unfortunately, we have grown to live in a world full of competition, for jobs, more than money, break out education, etc.Now take a step back, the people behind selling you all these things be competing for your attention too. Who is the going to sell you the best education, the best food, where is the best place to get a grand job? Its an all arou nd circle of who prat get whose attention. In light of all this information we deal with day in and day out, James B. Twitchell has taken us back to the root of where our announce comes from. There were groundbreaking advertisements that opened the brink to evolution and change. In his curb, 20 Ads that Shook the terra firma, we are taken through this hi horizontal surface and tarradiddle of our past.Everyone thinks advertising is just the cousin to the creepy employ cars salesman, just there is a rich culture behind what we do that no one knows approximately Its not just people sitting in conference inhabit thinking about how to get your money, ok, well maybe it is, but its not what society makes it out to be. Their ignorance comes from a lack of education. Twitchells 20 ads are a plethora of information and as he retells the deep history rooted back to the good old days, he tells this story in hopes of enlightening those with a preconceived notion. Twitchell lays the grou ndwork for his have through a very interesting entree chapter.From topics of commercial speech to commercialism, he handlees the cultural phenomenon that makes up ads. He makes it clear from this refer on that advertising is not something that leads individuals to buying things. Advertisings its societys way oh blaming the adman for their incessant purchasing habits. Once we are fed and sheltered, our needs are and have always been cultural, not natural, Twithcell claims, and this basis for writing the book is ingenious. Advertising professions might pick this book up in their spare time for a drama read, but I think he has calculateed this novel for those who dont know.Rightfully so, it is a great book for the avid advertiser in college. Education is key he makes a point to discuss how you can ask any doctor or lawyer about their history. Why do they have institutional memories while admen dont? Twitchells twenty ads address the problem of an incomplete education, so the boo k serves a great audience. To us (advertisers) ads are an art form, but to the rest of the world its all something they glance over for thirty seconds or so and forget down the road. He makes the point to say that we dont have a story that is unforgettable.We too can be doctors and side professors who can say we have a story to study not trash. To every story there is another story the beginning. If we can appreciate the history behind what we do, society too can learn what is about ads that makes them what they are today. Not all of them of course, but the ones worthy of being considered the greatest art form of the twentieth century (Marshall McLuhan) With this idea that Twitchell is telling a story he has laid the book out into 20 chapters, suitably each chapter recounts the background of each advertisement.The book is a composition of hornswoggle stories that in the end retell the whole idea of what the groundwork for todays ideas are establish off of. His method of developing the story is not sincerely a narration but more of an exposition because he dives into the meaning of each advertisement. His analysis not only recounts the historical background for which the ad was written. However, because the book is also tailored to an uneducated audience, one might consider his thoughts to be more of an argument in some cases.If he wrote the book with the intention of changing the idea of what advertising really is to someone, it might help to say that his method of development can be classified to specific target audiences (both and argument, but more of an exposition). Without a doubt in an advertisers mind, Twitchells basis and thesis cant stand to be argued with. Advertisers can all agree with the feature that we clutter the world with information, and we all know what it is to put together a great ad.It takes a kettle of fish of hard work and you cant really say there is a formula to it, but we can surely agree on the fact that someone back in the da y came up with something that sparked the way we create things today. The greatest example of the book is chapter 13, The Hathaway Man David Ogilvy and the Branding of Branding. Back in the 1950s Ogivly came up with this man that everyone wanted to be and every woman wanted to be with. These ads for the Hathaway Shirt partnership ran from 1951 to 1990, and for 39 years one man was successful at branding a plain white-hot dress shirt.People wanted this shirt because the loved the man who wore it. Think about today, we want things because of the blur behind who makes it or who wears it. The modern customer of prestige brands wants the mark for all to see, Hathaway Shirts opened the door for the brand clustered society of todays logo driven enterprise. Twitchells examples, from Marlboro and Listerine mouth wash, to the story of Coke and Christmas, all 20 ads are dissected, bit by bit, to really explain to the reader what is about each ad that started the revolution. Now, who can arg ue with that?