2O century American advertising from the analysis of advertising communication theory of humanism to.doc

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1、 2O century American advertising from the analysis of advertising communication theory of humanism toPaper Keywords: Advertising, advertising communication theory, humanism Abstract: With the progress of society, marketing, development theory and communication theory, advertising communication achie

2、ved from “product-centric” to “consumer-centric” leap. The leap to modern advertising market moving away from the simple the characteristics of goods, toward the direction of humanism. Just past the 20th century, one full of creativity and innovation, classic advertising Sheng out, a variety of adve

3、rtising concepts and theory of advertising communication endless century. With commodity production and commodity exchange, the continuous development, throughout the 20th century, the history of American Advertising , advertising communication is also achieved from the “manufacturer-centered” to “c

4、onsumer-centric” transformation. at a new century, the starting point, look to the future development trend of the global advertising industry and the trend is clearly visible people advertising communication theory to the capitalist development. A 20th century is the century of rapid development of

5、 the advertising industry. The U.S. is advertising power. So, todays society, as long as people will think of a 20th century talk about advertising, think of 20th century America. Can be said that the initial advertising communication theory, development and direction maturation have focused on the

6、late 20th century, the United States .19, due to promotion of the industrial revolution, the United States as a world-class industrial power, its social and economic mode of production, significant changes in consumption patterns, and this corresponds to the U.S. advertising industry has also underg

7、one a great change - mass-produced brand name on the packaging of goods began to appear in national advertising. Before, people ignore the packaging and brand name. With the increase in production and business competition intensifies, businesses come to understand, the use of an easy to remember nam

8、es and trademarks note the packaging is not only conducive to the sale of goods, but also allow consumers to remember that this product, this conscious attention, and shaping the practice of commodities, a change more than just simply the previous ad selling, eating and drinking, inform the relevant

9、 goods in what time, what place the sale of “custom” ads lead slowly how to make a distinction between goods and other goods to give consumers of a product never forget, the division rational way to buy. Although Strictly speaking, this is far from a complete, standardized theory, but its role is no

10、t to be underestimated. In a way, it is the early 20th century theory of delivering advertising the point, the direction. As industrialization continued in depth, the early 20th century, U.S. industrial production gradually shifted from the production of consumer goods production, a consumer society

11、 has taken shape. Many vendors recognize the market success of the importance of the market to sell, the manufacturer were also in a big way to promote their products by advertising. In this background, it is widely recognized on the ad is selling the paper as its representatives are John F. Kennedy

12、, Claude Hopkins Sri Lanka. From the standpoint of marketing, they think: “(advertising) should provide a legitimate reason, that this product is worth buying the specific reasons.” marketing reasons come from? of course, come from products, from product the unique quality and personality in the pas

13、t. advertising is concerned products, advertising products, the demand is also around the start. If Johns Hopkins AIDS Heineken beer for the creation of the famous ad - Heineken beer bottles AIDS is the result of steam cleaning and disinfecting of the - is a distinctive strength for the Heineken bee

14、r AIDS found a not aware of other similar products, unique product features, will convince consumers to buy as a Heineken beer, the main reason for AIDS, and then with great success. since they tend to product as the starting point, seeking to convince consumers to buy the factors and used as the ma

15、in content of advertising appeals, the reasons for people to put them attributed to pursue law school, the performance of their advertising practices known as a hard sell. If, 19 end of the century focus on packaging and brand name advertising is only the eyes remain in the appearance of goods, the

16、commodity Buzhi Yu confused with each other, then pursue law school because the ads will reach deep inquiry into the goods, and from the logic the reasons for seeking to persuade consumers to buy. This can be a big step forward. Of the 20th century, 20 years, professor at Northwestern University beg

17、an to readers questionnaire survey to test public opinion. Gallups work greatly influenced the advertising industry, advertising people have begun to work for their own scientific basis for and foundation. To make ads better to attract public attention, the motivation for the survey of consumers bec

18、oming more common. As a result, the U.S. advertising industry embarked on the road of advocating science .40 s, Bates advertising agency made in its advertising operations a unique selling proposition theory, known as the USP theory. UPS is still attributed to the central theory of products. In his

19、view, the success of advertising, the most critical question is whether to find the product unique selling proposition. So, what is the product of a unique selling proposition it? USP theory mainly three points: First, you need to explicitly claim; buy this product, you can get specific benefits; se

20、cond, it must be a unique proposition Other competitors can not provide or do not provide the idea; Third, this idea must be sold. that is the reason UPS previously held theory and the concept of law to send the same strain, and its essence is to highlight the product, highlighting products that con

21、tain a worthy purchase reasons, reasons. but there are theories out of the former UPS place, that is, more emphasis on science and investigation, more theoretical integrity. This kind of product-oriented advertising concept in the 20th century has been dominated for 50 years, and less subject to cha

22、llenge other ideas and concepts. The reason was mainly due to the degree of social development and economic impact of the environment years before .50 , including the Western countries are in the community, including commodity market conditions in short supply, even if the U.S. economy during the Gr

23、eat Depression of the product backlog, it is not really a surplus of products, but a serious decrease in purchasing power. Therefore, the product potential market is huge, as long as there is a characteristic of good marketable product, and then accompanied some of the advertising propaganda to simp

24、ly worry about sales, in such conditions, the advertising without pains, as long as the relevant product information understand and accurately convey to the product-based ads natural popular. at the time of broadcasting history in the United States are popular so-called “magic bullet” theory, people

25、 believe that with infinite power of mass communication in the mass media such as the “magic bullet”-like information under attack, the audience is no resilience, as one crashed down the “target.” in the face of such an audience that is down, natural communicators little doubt the effectiveness of i

26、nformation dissemination and, therefore, very few consciously study the audience and acceptance of psychological approach to explore more effective means of communication and techniques, which is also some support, and strengthen the product-based advertising dissemination of ideas. This situation h

27、as been 60 years before the 20th century to be broken. II 60 years of the 20th century in the United States is known as a time of change, when the U.S. political, economic, cultural and technological developments contributed to the prosperity and development of advertising industry, the changes also

28、 led to innovations on the American revolution in the advertising industry. Some new ads rooms to meet the requirements of the company, to focus more into the creative consciousness, which led to a dramatic spread of industry, major changes in advertising: advertisings focus gradually transferred fr

29、om the product performance product image and personality, advertising people attention gradually shifted from a focus on product analysis, study consumer psychology, advertising appeals the center of the shift from a focus on product features outstanding audience expectations and to accept the psych

30、ological effects. its outstanding representative and pioneer David Ogilvy, Liao Bei satisfied, William Bernbach and so on. David Ogilvy adhering Claude Hopkins Advertising scientific concept, while in some respects beyond the view of Hopkins ads. Ogilvy believes that people not only because of the r

31、easons for the product itself to purchase a commodity, but because they put the goods and the image of a particular link, and which he advocated to give each ad a style commensurate to create their normal personality characteristics. The product style and personality combined, they form their unique

32、 brand image. such as David Ogilvy ad that wearing Haisai Wei shirt, wearing an eye patch man, hard to resist giving Haisai Wei shirt “The new appeal,” so that a hundred years of Haisai Wei unknown greatly improved visibility shirt, and quickly became the best selling swept the country; Leo Burnett

33、advertising Marlboro shape, a gentle change in the past women cigarettes, beautiful traditions, depicts a man full of strong, bold, bold cultural icon, the gas most men, the most American of the Marlboro cowboy once conquered the hearts of countless Americans, they simply dismissive of competing to

34、buy the original Marlboro cigarettes. smoking a Marlboro cigarette, it seems to some extent, experience the American way of life, therefore, a world-class famous brand was born. These two successful examples fully demonstrate the power of the brand image, decisive in the ad is no longer the role of

35、product features, but by implication the brands unique personality and impressed, to conquer the hearts of consumers. reposted elsewhere in the paper for free download Since then, the work of advertising center of gravity shifted, they placed the focus of advertising appeals focus on consumer psycho

36、logy and consumer psychology to accept an attempt to establish the product in the advertisement unique brand image to attract many audiences, or inspire the audience through advertising, curiosity, compassion and the purchase and use of desire. This enduring the previous half-century style of the pr

37、oduct-based advertising has been quite different, the audience response became accepted and the focus of advertising, advertising people have to create new, unique, extraordinary attractive advertisements explore creative methods and performance techniques. So the traditional concept of product orie

38、nted advertising gradually shifted from the consumer point of view to re-examine advertising, ad operation. In fact, the occurrence of this change has a solid theoretical foundation .20 century, 60 years, the study of communication began to emerge from the past, as the audience is passive, weak, hit

39、 the back of the “target” the old concept, from the Centre for Communication center moved to the audience. These theories emphasize the audience in the dissemination activities of the initiative and decisive, that the audience is not the magic bullet theory as stated, the impact of passive recipient

40、s of information, but according to their own needs, take the initiative to find, select information. Meanwhile, the 20th century, 50 years later, in the marketing field, the traditional concept of product marketing has given way to marketing concepts, all the activities of the enterprise is no longe

41、r a closely around the product, but to meet consumer demand as their own the premise and foundation management. market changes and demand determines the production and management, business to stay ahead, we must continue to study the market changes and changing consumer demand. It can be said of the

42、 20th century 60 s focus on the performance of ad creativity and the emergence of advertising communication theory, precisely in response to communications theory, changing the focus of marketing theory, receive communications theory, marketing theory and the guidance of the theory to make a timely

43、response. C However, this theory is not complete response. While 60 years of advertising communication theory emphasizes the audience in the position of advertising communication activities, but it is still standing in the position to sell the product, its starting point and is still a product. can

44、be said that the 20th century, the operation of the first 60 years of traditional advertising are “the product directly to the mass consumer”, to the 20th century, 70 years, the concept of the public began to be “Focus” is replaced by the concept, some advocates creative staff All good advertising,

45、starting in the basic understanding of the audience, advertising should focus on specific consumer groups targeted information dissemination, thus, the field of advertising communication from product based to audience-based radical change really happen. Substantive changes to accomplish this is Iris

46、 and Jett Lott. Two 70s in the 20th century made positioning theory, and in 1981 co-published book <<advertising hearts and minds of a brand positioning strategy>>, the book the theory of targeting a deep and detailed exposition. that the location is a potential future customers are unde

47、r the mental effort, that is, the product positioning in the minds of potential future customers. Here, the psychological needs of potential customers determine the advertising strategy and direction, no matter how high-quality products, only when it really fit the target consumers psychological exp

48、ectations and actual need, in order to become a good selling product. Otherwise, it will become a warehouse in the backlog of goods, nobody cares. So , advertising communication must first seek a practical need for the products target consumer, and then the specific circumstances of the target consu

49、mers to determine the corresponding modalities. in product homogeneity is widespread, increasing the excess spread of social background, only This misses the main point to take as positioning, targeted advertising strategy, can only be invincible. 80 years of the 20th century, more and more companies are beginning to establish their own attention to good corporate image, to increase sales of their goods. They believe that good corporate image can evoke the trust