1900-World War I The Rise of a Consumer Economy see some pictures and ads 1900-WWI

Review previous lesson QUIZ

• By 1900 America was an industrial power, business grew, brand name products were plentiful
• Packaged goods, canned food, ready-made clothes, department stores, mail order and advertising drove the consumer economy
• Increased wealth meant the acquisition of more goods
• Technological achievements drove the change
• In Canada between 1901 and 1911 there was a 34.2 per cent increase in Canada's total population from nearly 5.4 million in 1901 to 7.2 million in 1911. In 1913 alone an all time peak of 400,870 people entered Canada. 28 per cent of immigrants from overseas between 1904 and 1914 stated that they were coming to Canada with the intention of farming.
• Eastern Canada industrialized and urbanized. Western Canada's urbanization by 1901 British Columbia was already 50.48 per cent urban, Manitoba was 26.89 per cent urban, and Alberta was 37.88 per cent urban. By 1911 these numbers had slightly increased to 51.9 per cent in British Columbia, 38.07 per cent in Alberta, and most dramatically to 43.43 per cent in Manitoba.
• In America 20% still lived in rural areas living through agriculture, making their own clothes
• incomes increased there was a shift from manufacture of capital goods to new consumer goods
• immigration provided labour and a new class of consumer
• business changed with many mergers creating "trusts" controlling large industries
• merged companies cut down on the number of brands, but had more capital and brand share
• Advertising made consumers aware and helped them know the difference between products
• Mass production lowered costs
• Advertising now "persuaded" customers to buy one brand over the other

Immigration

• By 1920 1/3 of plants had electricity advance in production created need for workers; advertising attracted immigrants to North America; ocean steamships became less expensive and faster ( a crossing about $10 took a month)
• By 1910 foreign born made up majority of large cities
• Between 1891 and 1914, nearly 350,000 Central and Eastern Canadians moved West in search of land and opportunity.
• Income increased and there was disposable income
• Marketing and packaging fueled the consumer economy

Packaging

• There was a need for sanitary and appealing packaging- clear packaging, wax-sealed to preserve freshness, wood containers, glass jars, bottles, tins
• Colour brand labels, uniform pricing bread "smart shoppers"
• Department stores were wonderlands for shoppers- shoppers could now see and touch products
• Mail order served the rural

Chain Stores

• In time centrally managed chain stores replaced many small stores
• Woolworth's five and ten cent stores had 600 stores in 1913 and JC Penny by 1920 had 300
• A&PAtlantic and Pacific Tea Company in 1859 was a tea shop by 1912 it was a 400 chain food store
• About half of ones income was spent on food; A&P introduced it's Economy Stores- cash, no delivery and their own Ann Page brands at lower cost; by 1929 they had 15,000 stores
• It launched the original customer-loyalty program in the early 1900s with premiums and savings coupons. seeA&P milestones

• A department store in Milwaukee introduced the first Trading Stamps back in 1891, which were exchanged for goods in the store but in 1896, the Sperry and Hutchinson Company, began issuing S&H Green Stamps and was the first trading stamp company operated as an independent business, providing stamps to different types of merchants in a community, along with booklets to paste them in, and opening their own stores where merchandise was purchased only in exchange for the company's stamps.
• The stamp company sold large pads of stamps to a retailer for a small fee. Each stamp had a cash value of about one-tenth of a cent and one stamp would be handed out to customers for every ten cents spent. The customer would paste the stamps into the booklets, keep coming back to the store or other retailers who carried that brand of stamps, and eventually filled enough booklets with stamps to exchange for whatever goodies he or she wanted. The customer could pick up a catalog with color illustrations of available items and the number of booklets required. Read about the history of Trading Stamps at http://www.studioz-7.com/stamps1.shtml

Women- Recognizing the female audience

• With the new consumer economy advertisers (primarily men) wrote the ads to appeal to the female
• The view of a woman was not particularly positive, believing that women's minds were 'vats of frothy pink irrationality"
• Women were marginalized, couldn't vote, may have worked as a doctor or lawyer but were barred from attending medical and legal schools
• in 1910- 80 % of working women work at low paying factory or domestic jobs
• At the turn of the century women found themselves excluded from the ad profession, pushed down into lower paying jobs and banned from belonging to ad clubs
  
  Christine Frederick- League for Advertising Women of New York
  
  
• Christine Frederick, an editor for the Ladies Home Journal, was told she could only sit "in the box behind the curtains" when she asked to attend a 1912 meeting of the men-only New York Advertising Club.
• women were forced to form their own groups- The Women's Publicity Club of Boston and League of Advertising Women of New York 1912 (read a bit about the League)
• a few women rose in the ranks- Helen Landsdowne Resor a copywriter and supervisor at J. Walter Thompson and Helen Rosen Woodward an account executive at Presbrey and Gardner, and the Hoffman sisters who wrote and illustrated ads

Turn of the Century Advertising

• advertisements now were becoming only one part of an integrated marketing campaign
• advertisers were turning over their advertising to ad agencies
• when designers and artists joined the agency the "look' of an ad became as important as what was said

TradeMark Advertising

• printing innovation encouraged creativity, multiple plate colour, four colour front and back cover ads

The Uneeda Biscuit campaign by NW Ayer & Son launched the mainstay product of the new National Biscuit Company in 1899 with the slogan " Lest you forget, we say it yet, Uneeda Biscuit." They launched the first multimillion-dollar ad campaign. Once the In-er-seal package was invented, with the wax paper lining to keep out moisture (the major obstacle in shipping crackers far and wide), countless hours were spent designing the slogan, the package, the trademark, and finally, the young boy who became the face of the package. Previously crackers were sold in barrels. As the barrel emptied, the crackers would be broken and soggy. Many fingers, as well as mice and insects, found their way inside the cracker barrel.

NK Fairbank Company made the Gold Dust Twins one of the most heavily advertised products The twins were shown doing various household chores; there were trading cards, calendars, billboards, colouring books The soap was used for 50 years by American women Over the years the twins became more European and lighter skinned see a postcard with twins Gold Dust Twins read about Tim Moore one of the original Gold Dust Twins at http://www.yodaslair.com/dumboozle/tmoore/tmoordex.html

Let the Gold Dust Twins do your work for you

Earnest Elmo Calkins- THE LOOK

• Earnest Elmo Calkins elevated the art of the advertisement placing emphasis on the ad versus where it was placed and what the budget was
• With Ralph Holden he started a New York agency Calkins & Holden calling itself the first full service agency
• Calkin focused attention on "the look" that would stop a reader from turning a page
• He preferred the simpler arts and crafts movement approach with a simple modern format, silhouetted figures
• The look built an image for the product
  

Calkin hired J.C. Leyendecker known for Saturday Evening Post illustrations to create the look of Arrow Shirts The Arrow Collar man became a symbol for a generation of college men
	It turned Arrow into the largest collar/shirt brand in America. Leyendecker provided illustration for most of their advertising until 1930. Girls swooned over the images of handsome young men, all painted from models who each received mountains of fan mail each time a new face appeared in the ads. See and read more about JC Leyendecker

Calkins developed verses promoting a clean comfortable trip on the Road of Anthracite He introduced a series about fictional Phoebe Snow's travels using a score of jingles She even found romance The campaign made Phoebe a household name and lasted 6 years Read and see more about Phoebe

• Calkins pictorial story-telling style was copied
• Agencies hired notable artists such as Maxfield Parish and NC Wyeth, Norman Rockwell Norman Rockwell

NC Wyeth Cream of Wheat

Norman Rockwell Saturday Evening Post

Maxfield Parish Harpers

A Shift to Reason - Why copy

• Humour, jingles and trademark characters kept the product in mind and kept consumers interested, they didn't give product features
• With a volume of ads, readers stopped responding and advertisers were forced to try a harder sell and new approaches
• Appeal can be logical or emotional; logical considers features or ability to solve a problem; emotional based pitch on the satisfaction of buying having or giving the product
• A shift to reason-why ads were harder sell designed to overcome resistance
• John E Kennedy, Claude Hopkins, Albert Lasker and Helen Resor made the copywriter crucial to agencies
• They say an ad was salesmanship in print- what would a salesperson say to a customer
• a sensible argument was needed
• advertising evolved from an information orientation to one of creating value for brands- a persuasion-based orientation
• brands that used this value for brands approach still survive today:Hoover Vaccum, Morton Salt, Kellogg's, Formica, Kleenex, Gillette, Coca-Cola, Kodak
• customers needed to know how a product bettered their lives over the competition
• John E. Kennedy used the reason-why technique along with testimonials, samples, coupons, money-back guarantees and other attention getting devices; he passed the technique on to Albert Lasker who later hired
  
  Claude Hopkins- Preemptive Claim
  
  
• Claude Hopkins emerged as one of the most influential by using the techniques with samples and coupons. He was first to use this reason why approach with Bissel carpet sweepers, Schlitz beer
• Hopkins used what became known as the "preemptive claim" that established a product's uniqueness
• Preemptive marketing occurs when you take some behind-the-scenes feature or benefit of your product or business -- something that your industry universally uses or does as a standard practice -- and make it a central feature of your advertising campaign and marketing message.
• Claude Hopkins visited the Schlitz brewery and saw the special air-conditioned room where the beer was cooled. Special filters took out all the impurities. The bottles were sterilized not once, but four times. The water to make the beer came from deep wells four thousand feet deep and the pumps were cleaned every day to make sure the beer was pure. Even though every brewer did the same thing he created ads that told the story of how Schlitz beer was purified and Schlitz went from 5th place to tie with the first place in the marketplace. Ads proclaimed, "Washed with Live Steam"
• Hopkins believed if he took a feature and made a claim first, he owned it
• He added mail order options including free sample, premiums and coupons
• With Palmolive after Shave he stated it had been developed after 130 formulas and he offered, "10 shaves free and a can of Palmolive After Shaving Talc"
• Other Pre-emptive claims by Hopkins - he created the concept of "all weather tires" for Goodyear, Puffed Wheat "shot from guns" and Schlitz- "The beer that made Milwaukee Famous"
• Learn more about Hopkins and how this Pre-emptive clain is still used today in this episode of Age of Persuasion

Claude Hopkins using the "preemptive claim" to establish uniqueness- it's pure

Reason -Why and The Emotional Appeal

• During this time advertisers tried to appeal to women's success-marrying well and building a family
• Women were told they had to be lovely and youthful to attract a man
• Brands had to claim to help women accomplish this goal ( The reason why)
• Helen Landsdowne Resor (see http://marketcopywriterblog.com/2012/04/26/legendary-women-copywriters-what-you-can-learn-from-helen-lansdowne-resor/ ) of J Walter Thompson, copywriter used this emotional appeal in her ad for Woodbury's soap in 1911- "A skin you love to touch" (rated #31 on Ad age Top 100 campaigns)

Helen Resor added the female point of view. Her words and visuals embraced women's hopes, fears and dreams Her ad had an editorial style that attracted attention with a gentle sell giving specific reasons to purchase often with coupons Previous to Helen's campaign the soap had been in decline for 14 years; some considered Woodbury's a lost cause. What JWT did was put 6 months into researching the brand, interviewed authorities on skin care, did consumer research. They discovered that skin care was still a new concept and women didn't know how to care for their skin. In the ads they embedded the instructions in a strong emotional appeal JWT admits they were selling "beauty and the love, envy and admiration which beauty engenders" Read and hear about some of the most influential women including Resor on Age of Persuasion http://www.cbc.ca/ageofpersuasion/2011/03/26/season-five-mad-women-the-great-women-of-advertising-1/

The Atmospheric Style/Impressionistic Copy

• The next new strategy was a softer sell called atmospheric advertising or impressionistic copy
• suggestions or associations conveyed an impression of quality, integrity and prestige
• Freud, Jung and Walter Dill Scott's "Psychology of Advertising justified this impression making approach
• this approach focused on the pleasure the product would provide
• Theodore Macmanus was a leader in the atmospheric soft sell (see figure 3:10 page 114)

Raymond Rubicam used suggestive sales pitches with art, layout and impressionistic copy to convey a sense of class in this Steinway ad Read more about the campaign here http://jimsafley.com/writings_archive/steinway.html

• Both the Reason- Why and the Atmospheric Approaches coexisted. Generally the reason-why technique worked best for small, inexpensive items; whereas, the atmospheric worked well for large, expensive items not bought on impulse

Expansion of Agencies/Government regulations

• Schools started to offer courses in advertising recognizing it as a profession
• Under Stanley Resor JWT studied population and it's distribution, updating to more precisely track population, and growth of wholesale and retail stores
• Mail order provided information on consumer preference; split-run ads were placed to test various ads
• Surveys were sent to question employees/friends and spouses
• The media recognized the role of advertising agents and agreed to pay them a commission that was from the advertiser
• Several advertising associations were created which set up codes of ethics and a certified Audit Bureau of Circulation which standardized rate cars, uniform page and column sizes- the effect of these were a more credible reputation
• During the progressive era (1901-1916) advertising was under scrutiny, especially after the wild claims of patent medicines- the Ladies Home Journal in 1892 refused to print medical ads and 10 years later they printed chemical analysis of these "medicines" showing they contained addictive substances like cocaine and morphine
• The result was government regulations for meats and foods and required listing of ingredients

The Pursuit of Cleanliness -The throw-away begins

• A population explosion, overcrowded cities, lack of adequate health care in a preantibiotic age meant disease was a constant threat (life expectancy 1900-1910 men 46, women 47, blacks 33) ( life expectancy 1910-1920 men 48, women 52)
• Lack of facilities and customs meant that bathing was not a regular habit
• Public health and cleanliness reformers focused on education and advertising resulting in higher standards- especially after ads with descriptions of infectious germs
• Disposable sanitary products such as paper cups,toilet paper (called medicated paper), and paper towels mean that the customer could use it once and throw it way
• The Scott Paper Co. was once so embarrassed that it was manufacturing toilet paper that it wouldn't put its label on the product. An early Scott ad said, "Don't ask for toilet paper-ask for Scott Tissue"
• Read about the history of toilet paper "Toilet Paper: How America Convinced the World to Wipe"
• in 1918 the Spanish Flu hit when men returning from overseas brought the disease back to North America - Marketers even found ways to market their products, see The Toronto ad below

Changing the way America eats breakfast

• To sell more oranges The Southern California Fruit Growers hired Lord and Thomas Agency in 1908
• In 1916, Sunkist took out a full-page ad in the Saturday Evening Post with the slogan, "Drink an Orange." Written by Claude Hopkins, it was the first attempt to persuade people to squeeze an orange and drink the juice. The ad offered a Sunkist orange extractor for 10 cents. This campaign served as the earliest origins of orange juice for breakfast.
• The ad explained the healthy virtues that physicians recommended that came in " nature's germ-proof package" (see figure 3:12 page 123)
• See a video on the History of Breakfast here http://www.cbsnews.com/stories/2008/01/28/earlyshow/living/recipes/main3758216.shtml

• Meanwhile, C.W. Post, a former patient at the sanitarium, set up in Battle Creek and began marketing his own cereal products, including Grape-Nuts and Elijah's Manna, which he renamed Post Toasties.

  Like Dr. Kellogg, Post was driven by spirituality as much as ambition; he included a pamphlet titled The Road to Wellville in every box of Grape-Nuts and claimed it could heal the sick. He also crusaded against coffee, claiming its consumption caused blindness, proved lack of character and robbed the body of energy.

  Post's and Kellogg's rivalry, including lawsuits and accusations of corporate espionage, turned Battle Creek into the Silicon Valley of cereal: By 1904, 44 companies were producing cereals, each claiming more miraculous powers than the last.

• In 1994 a satiric movie The Road to Wellville portrayed the ins and outs of the unusual health facility in the early 20th century, run by the eccentric Dr. Kellogg

The Force breakfast cereal account of Calkins & Holden's was a memorable campaign. Edward Ellsworth of Buffalo introduced Force cereal in 1901. His advertising manager, Hunter, purchased a picture and rhyme from two girls representing the transformation of the character Jim Dumps to Sunny Jim upon eating Force cereal. A campaign was launched based on these characters, and advertised on billboards, in street cars, magazines and newspapers . Calkins wrote hundreds of jingles for the nationally renowned Sunny Jim Sunny Jim made his way into popular culture in songs, marches and comedies. The company encountered financial problems a year later; they couldn't keep up with product demand read more about the Sunny Jim Force campaign athttp://en.wikipedia.org/wiki/Sunny_Jim

Telephones/electricity/appliances

• By 1900 1.3 million telephones were in service and 7 years later that number increased 5 times
• By 1917 1/2 of urban homes had electricity- a single wire in the centre of the ceiling- wall plugs appeared in 1920

This ad promoted the wonders of the light bulb marketers had to explain to people that electricity was more than light- "The four walls of a kitchen no longer hold the American housewife in solitary confinement....electricity washes the dishes and clothes, cleans the house thoroughly, grinds meat, turns the ice cream freezer, runs the sewing machine and cools the house in summer. It makes coffee and toast at the dining table, does the cooking by wire in a clean, comfortable kitchen."

• appliances such as irons, vacuums, washing machines, electric ranges changed the life of North Americans

The Automobile

• In 1893, the Duryea brothers built the first automobile. Originally they were adult toys for the rich and one needed to be an engineer to keep them running.-the cost was from $2800- 10,000.
• Henry Ford brought the automobile to the common man; by 1908 he was mass producing cars ( the Model T- a versatile low-priced car) and cut the costs to $380 by 1909
• Ford paid his workers $5 a day more and this enabled them to buy a car and forced other employers to raise salaries
• Automobile advertising grew slowly; the first ads were silhouettes of car with technical information and an effort to make clear they were safe

"For Every Need Every Day There is a Buick"

By 1910 the approached changed and showed illustrations of people in cars enjoying the open road By 1915 ads were projecting a look- an image to define the cars personality; ads suggested the car should be valued for its style and pleasure of ownership, a status appeal Originally a car was just for use, now it was to reward the self or impress the neighbour The car transformed people's lives- there was freedom to travel and to shop; billboards sprung up with ads from Firestone, Goodyear, Ford, Chevrolet, Coca Cola Advertisers also used large barns and walls for painted ads

Advertising and World War I

	The U.S.A. entered World War One in April 1917, but lost no time in producing more propaganda posters than any other nation. These encompassed recruitment to the various armed services, plus - frequently - the raising of war finance via the hugely successful liberty bond issues. Georgetown University American WWI Posters (http://www.library.georgetown.edu/dept/speccoll/guac/amposter_99/ )
	Canada entered the First World War along with Britain in August 1914. Canada did not have a policy of conscription - although this was (controversially) changed in time by Prime Minister Sir Robert Borden - and recruitment posters were prominent in stimulating military enlistment. Canadian WWI Propaganda Posters (http://www.firstworldwar.com/posters/canada.htm )

• Entering the war boosted advertising; manufacturers switched from consumer goods to war production
• Institutional advertising kept brands in public eye
• Companies wrote stories about how they were helping the war- Ivory Soap follows the Flag;
• The Federal Committee of Public Information was formed artists and illustrators donated services to create posters at no charge; the advertising division supervised placing donated space and copy
• After the war free space continued to be made for public causes

Howard Christy painted the lovely Christy Girl for recruitment posters His posters mixed eroticism with patriotism to encourage army recruitment and support for the Liberty Loan campaigns. Christy devised a poster that would effectively lure young men into the recruitment centers. (Conscription had not yet been introduced.) The poster was an overwhelming success, becoming to the Navy what James Montgomery Flagg's "I Want You" was to the Army, and thousands of citizens enlisted in the Navy as a result of its appeal. See another Christy Girl and read an interpretation at St Lawrence University The Christy Girl was so popular she was brought back for World War II posters see more of Howard Christy's work at http://www.americanartarchives.com/christy,hc.htm

Source:

Johnston, Russell. Selling Themselves: The Emergence of Canadian Advertising,Toronto: University of Toronto Press, 2001.

Silvulka, Juliann. Soap, Sex & Cigarettes. Belmont, CA:Wadsworth Publishing, 1998.

Reichert, Tom. The Erotic History of Advertising, New York: Prometheus Books , 2003.

O'Reilly, Terry, Age Of Persuasion: The Mad Women of Advertisin, Season 5 (2011)http://www.cbc.ca/ageofpersuasion/2011/03/26/season-five-mad-women-the-great-women-of-advertising-1/

Korn, Irene. Yes we Can Women's Networkmaintains Steadfast Dedication to Promotion and Education of Women, Adweek. April 18, 2011.

Raymond Rubicam http://ibrandmasters.com/tag/raymond-rubicam/

Kreshel, Peggy. A New View of the Invisible Woman, Research Magazine ,University of GeorgiaSpring,1993.

Lowe, James, Tim Moore Website http://www.yodaslair.com/dumboozle/tmoore/tmoordex.html Created 1997 updated 2000)

facts about 1900-1910 http://kclibrary.nhmccd.edu/decade00.html

Woodbury Soap ads analysis http://historymatters.gmu.edu/mse/ads/model.html

Toilet Paper: How America Convinced the World to Wipe http://www.neatorama.com/2011/05/19/toilet-paper-how-america-convinced-the-world-to-wipe/

Sunkist ads http://www.gono.com/museum2003/museum%20collect%20info/sunkist/sunkist.htm

History of Breakfast CBS Report http://www.cbsnews.com/stories/2008/01/28/earlyshow/living/recipes/main3758216.shtml

facts about 1910-1920 http://kclibrary.nhmccd.edu/decade10.html

Eugenics and the Race Betterment Movement http://xroads.virginia.edu/~MA03/holmgren/ppie/eug.html

Social Origins of Eugenics http://www.eugenicsarchive.org/html/eugenics/essay6text.html

Howard Christy http://www.bpib.com/illustra2/christy.htm

 

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