Getting it Out There, the Power of Advertising

Edwin Ang
Edwin Ang
Sep 1, 2018 · 5 min read

Sell it well enough, and even the most innocuous of things can become a perpetual goldmine

Advertising has been a staple of mass communications ever since the advent of newspapers and ever since, it has woven itself into our modern lives, more so than we realise. You’re bound to encounter an advertisement the moment you go online — be it an ad on Youtube, a sponsored ad; they’re are ubiquitous and in the worst cases; may even get on your nerves a little.

But to understand how it attained mass adoption, we need to make a trip back to the 19th century; a time of social change and industrial revolt. One key figure during this period is Thomas J. Barratt.

The Early Days

“Good morning. Have you used Pears’ soap?”

His campaign during his employment at the Pears Soap company highlights one of the earliest uses of CTA or ‘call to action’. In one of his advertising campaigns, he incorporates targeted slogans to effectively advertise his company’s products. One of which being: “Good morning. Have you used Pears’ soap?”

“Tastes Change, Fashions Change”

He pioneered the idea of adaptability and branding; whereby ideas only stay relevant for no longer than the time period they were introduced in, and that a distinct brand image provides greater visibility for business within their relevant markets.

More so, his understanding of ever-changing market demands and the importance of adapting to these changes would become concepts that are fundamental for future advertising practices.

His adverts were also visually engaging, with some being a little different from the rest, albeit slightly unusual.

Via: Pinterest
Via: Pinterest

D, D & B

Fast forward to the 20th century, specifically the 1960s, advertising has now become a legitimate profession and an entire industry by itself. Notable advertising houses of this period included Doyle Dane Bernbach (DDB), who were responsible for famous adverts especially those for Volkswagen. Their use of the ‘soft-sell’ approach instead of the commonplace ‘hard-sell’; which, to name one, included some witticism targeted at pitfalls within the traditional car advertising industry, had such an impact that it basically revolutionised advertising for decades to come. The end result being their current six decade long possession of the Volkswagen account.

“Wit & Clarity”

DDB’S advertising philosophy is straightforward and simple; wit and clarity.

Their messages were usually delivered in an eloquent and playful tone, giving their adverts an unprecedented voice. Combining this with the use of simple graphics, the end result was a memorable and instantly recognisable advert design which became the cornerstone of Volkswagen adverts for decades to come.

With this truly unique formula, you could instantly recognise a Volkswagen ad a mile away. Because if you’re trying to sell something, instant recognition is one of the most invaluable assets you can possess. Have a look at a few examples of ads that truly withstands the test of time, remaining iconic now as it was then.

Via: YorkVw
Image by Not Perfect, via adsoftheworld

Max Lanman with his girlfriend and their 1996 Honda Accord, Via: CNBC

“Any fool can make soap. It takes a clever man to sell it”

In this case, we’re talking about a car. While not everyone has the means of actually making a car, they do have the means of selling it; be it through Craigslist, eBay or any other third party platform.

But sometimes it doesn’t take an established advertising agency or anyone with a degree in marketing to create a visually stunning ad.

Meet Max Lanman — the man who, in November of 2017, created a professionally filmed commercial to help his girlfriend sell her 1996 Honda Accord on ebay. At the time of listing, the highest bid was a scarcely believable US$100,100. Not bad for 22 year old car.

It’s all about the packaging — a Jony Ive-esque narration with subtle witticisms accompanied by professional drone shots, it’s easy to see why an ageing Honda Accord could sell for more, if not as much as a Mercedes Benz or BMW from the same period.

“ A car for people who have figured life out and just need to get somewhere”

It’s a masterpiece which repackages the known reality of a 20 year old vehicle into something you’re familiar with, but in a completely different perspective.

You really do have to see it, and hear it, to believe it.

Peeling back the layers, there lies a commonality among these adverts; they are straightforward, visually appealing, essentially creating a brand which tries to sell you something without you even realizing it. They can take on different forms, while some may be more striking than others, or maybe a little more humorous than usual, the notion is that they are instantly recognisable and so memorable that it remains etched into your brain for as long as you live.

In short, a good advert transcends itself and becomes a brand or identity synonymous with an organisation or individual(s).

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Edwin Ang

Written by

Edwin Ang

Aspiring writer at large; always looking to tell the best stories with an insightful twist to it.

Thought Bubble

Discover the hidden subtleties within every corner of our daily lives, putting in words what we see and hear about the world around us.

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