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Chapter 13: New and Improved: Six Decades of Advertising |
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The chapter provides an opportunity to examine advertisements over a period of about 60 years and analyze how advertising works, how techniques have changed over the years, and how certain appeals have remained effective. These readings should be studied in connection with Chapter 6, Analysis. The Portfolio of Advertisements in this chapter provides material for analysis practice.
The first group of readings provides language that can be used to classify different psychological appeals. In "Advertising's Fifteen Basic Appeals," Jib Fowles lists the psychological needs that advertisers target through graphics and in texts. Courtland L. BovŽe, John V. Thille, George P. Dovel, and Marian Burk Wood's "Making the Pitch in Print Advertising," explains how an ad's textual components work together, while Dorothy Cohen, in "Elements of Effective Layout," addresses the graphics components. The next set of readings allows students to assess the role of advertising in their lives. Courtland BovŽe and William F. Arens take on the criticisms most frequently leveled against advertising.
The chapter concludes with "A Portfolio of Advertisements: 1945-2003." This portfolio offers a selection of 41 full-page advertisements for cigarettes, alcoholic beverages, automobiles, and other products, that appeared in American and British magazines over the past sixty years. Here, students may use the analytical tools presented in the first part of the readings to discuss and extract meaning from individual or groups of ads.
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