Literature Review

Literature Review

According to Tungate (2007) ’brands are forcing their messages onto every blank space, into very crack in the urban landscape’. He wrote this in his Book Adland a global history of advertising. This is not just a modern idea, advertising started as a form of political persuasion by Darius in Iran more than 500 years BC.

In the documentary published by BBC, Wilson (2012) claims that Darius’s stone reliefs where a form of visual persuasion understood by everyone. Tungate (2007) continues by stating that ‘effective advertising had to be entertaining as well as persuasive’. However Ogilvy believed and was famous for his advertising according to personality not one fits for all. The first life-like representation used as a form of persuasion was Alexander the Great’s portrait depicting the first idea to photography. By the 1860’s photography become mainstream.

Wilson (2012) states that the art of Persuasion turned into propaganda and deception earlier in the Roman age. The idea is exactly of how it started, politically. Augustus deceived his people by showing a loyal and humble look but than he was being corrupt. This technique was used by many leaders and is still used today. Hitler was one of them, it continued with the uncle sam posters ‘I want you for U.S army’  in world war one. The phrase was invented by James Montgomery, the artist behind these posters. 'We sold the war to the youth'. Tungate (2007) states that with propaganda and deception even the most brutal thing can look nice and heroic.

In the 1930’s Leyendecker came up with the idea of painting the perfect man for his advertising posters. Tungate adds that men wanted to be him and woman wanted to be with him. Rubicam also expresses his opinion that adverts with sex-appeal are more effective than others. Tungate says that Advertising is all about persuading people and that is an art and not a scientific method.

An Italian photographer Olivero Toscani, mixed up aspects like fashion, sex and religion in his ads, which were not very famous in a Catholic Country. He is mostly known for the Benetton's posters, which in the 90's were very shocking and not usual. Tungate (2007) claims that Toscani’s posters were 'no longer advertising: it was fuel for debate'. Benetton and Toscani wanted to evoke the theme of multiculturalism.

Leo Burnett was another designer that made history in advertising. His style was 'homely ' and 'cutting edge'. In the late 1940's P&G was the most famous advertising company in the US. They worked for Kellogg’s cornflakes which decided to 'add sugar to health food products' Tungate (2007). They promoted cereal as healthy but that was a way to deceive people. They also started to use the packaging itself to advertise. This started a packaging revolution.

With fast food joints, photography become very important. Posters ads became famous. Though in a few time, 'forceful words and images to public health advertising' become popular. People started to be more aware of what is good for their health.

In today’s world, an article by Ressler argues that technical words are being used to make a food product look more healthy and nutritious. Some of these words are 'Gluten-free' , 'Organic, 'Natural, ‘Wholegrain’. The University of Houston researched and studied this deceptive technique. They found that ''those words create a 'false sense of health’’  Northup from the University of Houston adds that this idea is giving deceiving clues to something that is not really healthy. 

Packard (1980) in his book The Hidden Persuaders states that 'many of us are being influenced and manipulated' . McCann Erickson was one of the first to go in depth to this idea. He hired psychological stuff to do more research on it. Advertising is very effective and there are certain studies and techniques in order to make an ad more effective. Researchers use symbols of manipulation to persuade people. According to Packard (1980) ’ they can more effectively manipulate our habits and choices in their favour'  when they study the human's reactions and behaviour. In Advertising, food is used as a weapon or technique to attract people. Food can be very satisfactory to us. Nowadays we have the idea of everything being 'light' meaning, less fattening. This is a reaction for the need of plainer and healthier food. The brands also try to create a sense of loyalty with the youngsters. “Eager minds can be moulded to want your product” Packard (1980, pg 154)

Colours and illustrations have an important role in food packaging. Ressler (2014) writes that 'people are more likely to assume that products with green labels are more nutritious'. In another article Schuldt (2013)  suggests that government organisations should do something about this deceptive technique.

 Apart from that photography’s role in fast food ads is as much important. ''Nothing is just plopped down and put in the centre like it is when you order at a restaurant,' said Jean Ann Bybbe , owner of Bybee Photography''  Little (2014). The stages include: styling of food, photography and also computer programmes for final retouches. Effects like steam and size are added, but apart from these the stylists insists that the food is real. Stylists writes that nowadays they have to be more careful to abide by the companies concerns, sometimes even legal documents have to be signed so that the stylist cannot change and manipulate the food completely.  ''Most companies today want it to be fresh, natural, not overworked,'' states the food stylist Adar (2014)

Although advertising will never die as people now are always looking for new updates. Notifications on e-mails, mobiles etc are continuously popping up. On the other hand, Intellectual property has become more important. It has become much more easy to steal and manipulate images and other ideas which are not yours. In this world of deception, people may believe everything or more precisely believe in nothing. 

Tungate

Wilson BBC
Packard
Ressler
Little

References:

Lifehacker.com.au,. 'Seven Sneaky Food Labelling Tricks To Watch Out For'. N.p., 2014. Web. 3 Dec. 2015.

Little, Katie. 'Why Fast Food Doesn't Look Like The Ads'. CNBC. N.p., 2014. Web. 3 Dec. 2015.

Popular Science,. 'People Think Candy Bars With Green Nutrition Labels Are Healthier'. N.p., 2015. Web. 3 Dec. 2015.

The Hidden Persuaders. New York: Booklyn, 1980. Print.

ThinkProgress,. 'How Food Companies Trick You Into Thinking You’Re Buying Something Healthy'. N.p., 2014. Web. 3 Dec. 2015.

Tungate, Mark. Adland. London: Kogan Page, 2007. Print.

Wilson,. The Art Of Persuasion. 2012. Web. 3 Dec. 2015.

When I’m Sixty Five – Steven Heller (Class Ex.)

Sarah Galea| Miryana Montebello

When I’m Sixty Five – Steven Heller

“Will you still need me, will you still feed me, when I’m sixty-four?”

From this question your first impression is that senior citizens are incapable however, ’sixty four isn’t that old these days’ as stated by Heller (2015). At the age of sixty four, they are still committed and active as when they were younger.

As years go by they realize that they didn’t appreciate the ‘design of certain things’ enough. Good graphic design is a must and the need for it is required in government institutions. These seniors are not provided with enough importance to be given a well presented design layout. ‘Even new York`s death certificates are more inviting’ Heller (2015).

To make matters worse the emails sent by SSA are an embarrassment to graphic design because ‘you’ll think it’s a fake from an offshore Viagra subsidiary’ Heller (2015). Another example of graphic design is the metro card, it serves its purpose but it isn’t attractive and it is outdated. Heller states that good design should always be relevant and never age.

Different age groups require different design styles as well as equal respect. There are good factors to being a senior citizen such as ‘preferential seating on the bus’ Heller (2015). But why is it that design does not satisfy our needs.

Proposal

Intoduction for Essay

The Art of Deception in Food Advertising

Introduction:

'sheer manipulation' Advertising is an innovation of new manipulation, it creates competition between brands and also encourages progress and ideas for new products.  Tungate (2007)

This essay discusses the manipulative aspect of advertising, specifically on food adverts. There is a wide range of advertising mediums, though the essay will focus specifically on prints and packaging. The examples will concentrate on fast food adverts, packaging which are made to look good for our health and others from a historical context. The discussion will commence on the history of advertising,  from Darius up to social media ads supported by Adland by Mark Tungate and The art of Persuasion, a documentary by Martin Wilson (BBC). It will also tackle the birth of photography as it is a great impact for the start of deception in advertising. Another section explores the manipulative techniques such as illustrations, colours, photography, technical words etc. Finally, the discussion will analyze the effects left on the viewer which is exposed to deceptive adverts, supported by The Hidden Persuaders by Vance Packard. The essay concludes that manipulative adverts can have a negative impact though on the other hand, people are after perfect looking, and beautiful adverts. 

Adland Chapters 15, 16 ,17, 18, 19, 20 and conclusion

Chapter 15:

Ernesto Savaglio, created ads that the people wanted and that represented their voice. In the 1990s this was not common. Due to globalization but different languages, a common language was English and also the language of symbols and icons. The approach was straight forward, no more long chunks of copy. everything become simply beautiful.

Chapter 16:

Hunt says 'If you stay in the middle of the road, you get run over both ways'. this means that it is better to take a side than play it safe.

Chapter 17:

Bermann believes that 'advertising has rarely invented anything. Artistically it recycles'.

Chapter 18:

Kevin Roberts express his idea that creative people need to be motivated and they need to know they are appreciate in order to be more innovative and successful in business.

Also, Hungry Man says that no one should focus on winning awards when creating an ad, they should focus on solving the problem.

Chapter 19:

We now live in a Free world, full of technology advances which can be advantages or disadvantages. Some may argue that advertising has become politically correct again in certain cultures though this is arguable. Hampartsoumian says that in China there is a sense of excitement and optimism while in the western region, a feel of anxiety for the future is felt through advertising.

Chapter 20:

Tungate , towards the end says that Tv ads may disappear forever and we are left with internet as the main media . This is because now people can see tv shows on demand and can skip the advertising parts, therefore ads on TV will no longer be that effective. Though Advertising will never die as people now are always looking for new updates. Notifications on e-mails, mobiles etc are continuously popping up.

On the other hand, Intellectual property has become more important. It has become much more easy to steal and manipulate images and other ideas which are not yours.

Now we also have online branding and the liking and sharing on facebook has become a platform for a numerous amount of companies. Online shopping is easier than ever, you can save items and buy later, you can buy and pay as you go from your mobile app. Furthermore, you can have loads of music albums at a click of a button. Moreover, we live in a world that people are a good means of advertising as well, as if someone like an idea they will share it between thier friends and it goes viral.

Conclusion:

Advertising has experienced different revolutions. there are always new opportunities coming up, therefore Tungate suggests that instead of forcing advertising, we should just wait and see how it will evolve though now 'the pitch has to be spectacularly good' in order to make a hit. Tungate (2007).

Adland Chapters 12, 13 and 14

Chapter 12:

Dentsu is a company which marks Japanese history of Advertising. Earlier on, Japenese were not allowed to share anything out of their country so their ideas were their only and not influenced by any other culture. By the 1900s things changed, and they started to get a foreign influence.

Japenese ads had specific characteristics quite different from the western. They were noisy and bright and also lots of use of symbolism. They were very political correct in their ads unlike the western ads.. Advertising can also identify one culture from another.

Chapter 13:

More modern ads have become more human and less dramatic according to Tungate. Brand like Nike, Coca Cola etc where global so they did not use any cultural aspect of a particular area. These brands are multicultural and recognised by everyone. Advertising has also took a humouristic side and things started to have connotations. like for example milk was always associated with cookies.

Chapter 14:

in the 2000s Traditional media like billboards, posters etc were a success but later these started to be used more wisely. Gurilla advertising is a very innovative style of advertising. Using things that already exists around us and make use of them brilliantly as shown below.

 Also in the 2000, there was that phase called the dotcom fever, where websites were a big hit and every company had its own. The internet started to take more control in advertising , after websites, social media has become the best advertising method nowadays. It is powerful, easy to use and you can know exactly how many people you have engaged.

Adland Chapter 9 ,10 and 11

Chapter 9:

Another European Icon is Armando Testa. He is known for very good print work, graphic design especially in his groovy posters. Armando also worked in stop motion animation, within hi sown production company, he came up with several good techniques..

Olivero Toscani, also Italian was a photographer which later ending up making ads. He mixed up aspects like fashion, sex and religion, which were not very famous in a Catholic Country. He is mostly known for the Benetton's posters, which in the 90's were very shocking and not usual. Toscani posters were 'no longer advertising: it was fuel for debate' Tungate (2007 Pg 135). Benetton and Toscani wanted to evoke the theme of multiculturalism.

Chapter 10:

In the 2000,  the media and the creative industry had to work a lot together due to a huge spin off in Media.

Chapter 11:

Advertising has become a 'global marketplace' Tungate (2007, pg 151).

As Sorrell told Business Today, 'There's a wave phenomenon that happens in a recession... The thing gets affected first advertising and media management; then, public relations and public affairs, next, branding. (Advertising is local, regional and global, 2003).

A recent advertiser is Kevin Roberts. 'He's good at providing inspiration and controversy in equal measure' Tungate (2007).

Adland Chapter 7 and 8

Chapter 7:

The 1980's was an era dedicated to TV advertising. A famous ad was Levi's jeans ad, where a man is depicted removing his pants to wash them into a launderette. John Hegarty says 'I'm not sure what we sold more of: jeans or boxer shorts' . At that time an advertising agency was doing everything, design, concepts, films etc. When Punk was the trend, jeans become unfashionable says Tungate therefore Levi's needed a new approach. Abbott was a copywriter, and he insisted that ads should be all about type rather than images.

The 1980's were also an age of perfectionists. 'everyone adores was for Apples computers' Tungate (2007, pg 104). The internet also turned the pages of advertising history. 

Chapter 8:

At this age, agencies relied on computers and CD back ups, this was not the ideal back up in case of fire as it happens to Publicis. Bleustein 'decided to base his kind of advertising not on begging for trade, but on building long-term relationships between brands and consumers' Tungate, (2007, pg 109).  In 1935 the government published that radio will be an ad-free medium. Bleustein's idea to this problem was to buy  a radio station and turned it into his own broadcast. 1940's, after the war, transport ads were famous.

Important people like Marcel Bleustein- Blanchet, Maurice Levy and Phillie Michel are important  for the history of Advertising.

David Ogilvy once came up with a set of 3 posters. Each ad promised something more exciting for the next ad, and this was something that kept the public engaged.  'The job of advertising is not to sell, but to create a cultural link between the desires of the entrepreneur and those of the public' Chiat/Day's 1984.

According to Senguela 'the English make advertising that comes from the head but touches the heart: it's always rather intellectual. The French make advertising that comes from the heart but touches the head: it often relies on imagery that is romantic, emotional and sensual. The Americans make advertising that comes from the head and touches the wallet. It's impossible that the French approach, at least outside the Anglo- Saxon markets, has a more universal appeal'  (pg 115).

after the war, a lot of companies did not spread over other countries outside Europe, therefore the cultural impact was not as effective to the market. Jean-Marie Dru wanted disruption in the ads. He wanted to try out new Techniques. 'Quite simply, it's about breaking the rules' Tungate (2007, pg 124).

In the 1990's , everyone wanted new, it was difficult to impose a culture on to another, but that was the way forward.

Adland Chapter 6

Advertising in New York has led to an whole new idea of advertising in Britain. few Magazines called 'New Yorker and Esquire were published. They were filled with brand new ads. Tungate refers to them as 'the sharpest ads' (2007, pg73). The new take on advertising was not being experimented on its own. Other creative areas like Graphic Design, music, fashion and photography were going through a stage of experimentation as well.

There was a new idea of using slogans like for example 'Happiness is a cigar called Hamlet'. Also 'the first colour magazine [was being ] offered free with a British newspaper' Tungate (2007, pg 76).
Magazines trend were glossy and very bright. It was very innovative for that time.  Late 1960's ads on TV where rather new to Britain. Alan Parker introduced new realistic TV ads. Photography was in vogue as well, and there was the need for more creative work. By the 1970's campaigns become popular and they were very effective. Also animation came in the era.

With fast food joints, photography become very important. Posters ads became famous. Though in a few time, 'forceful words and images to public health advertising' become popular. People started to be more aware of what is good for their health.

The Hidden Persuaders Chapter 15 Vance Packard

The Psycho - Seduction of Children

Children nowadays are exposed to a lot of advertising especially on their favorite TV channel where a lot of children products are advertised. 'The media today train young for the frontiers of consumption -- to tell the difference between Pepsi - Cola and Coca Cola' Packard (1980, pg153). Companies invest a lot in persuading youngsters as they are the consumers of the future and also the ones bothering their parents to buy them stuff. the brands also try to create a sense of loyalty with the youngsters. 'Eager minds can be molded to want your product' Packard (1980, pg 154). If brands insist enough on their products through advertising to children , they would only want that product from their parents and no other. Children are compared to soldiers were they are being manipulated and they also pass the vibe to their peers.

Some adverts for kids go overboard ad forget everything about safety. Dr Francis Horwich once delivered a TV ad that shows a girl taking vitamins pills  and encouraging other kids to do so. Gould says that Horwich went to far, and that it is not safe for kids to encourage them ta take pills.

'Children are living, talking records of what we tell them every day.' Advertising Agency Magazine. (pg 156).

Some ads targeted to kids also make the parents look like villains 'adults are a ruling class against which they cannot successfully revolt.' Pg 158.

Packard says that in the future it is going to be a whole lot more difficult to create ads that will persuade children effectively.

The Hidden Persuaders Chapter 9 Vance Packard

Back to the Breast and Beyond

A lot of food we eat has in fact psychological meanings to us. Our favorite foods can give us a sense of comfort or certain memories. People always feel the need to eat or intake something. This can be 'a reaction to hunger and tension' Packard (1980, pg 106).

For example milk is associated with comfort and security. Some may have cravings to milk when not allowed to have, others who have a choice may not really realize the need for it. Craving for milk is associated with World War 2. Besides milk, a lot of other food has meanings. food can be used as a reward or punishment to kids  says Packard. A woman serving food like steak, chocolate etc means that she is showing warmth and love to her family . On the other hand a woman serving spinach, liver etc shows that she is displeased.

In Advertising food is used as a weapon or technique to attract people. Food can be very satisfactory to us. Nowadays we have the idea of everything being 'light' meaning, less fattening. This is a reaction for the need of plainer and healthier food.

On the contrary, when it comes to food like ice cream or fast food, the bigger the portion and the more overflowing it is the more effective the ad will be. This is because of good memories that these food may have to people. ''you want to get your whole mouth into it'' ( one woman quoted by Packard 1980, pg 109).

Food can give a sense of 'warmth, protection and feeling', it can also be a  'release from tension, and release of aggressive feelings' Packard (1980, pg 109 , 111).

The Hidden Persuaders Chapter 1 Vance Packard

The Depth Approach

This book is all about all the effort made in advertising in order to persuade people to buy a product or persuade how to think on a certain topic. Packard says that this results in 'many of us being influenced and manipulated, far more than we realize, in the patterns of our everyday lives' (1980, pg 31).

Advertising is very effective and there are certain studies and techniques in order to make an ad more effective. The art of persuasion is worth millions of dollars to the industry. The techniques used in usually psychological. Researchers use symbols of manipulation to persuade people. According to Packard ' they can more effectively manipulate our habits and choices in their favor'  when they study the human's reactions and behavior.

'A Chicago advertising agency has been studying the housewife's menstrual cycle and its psychological concomitants in order to find the appeals that will be more effective in selling her certain food products' Packard (1980, pg 33).


Packard continues by calling this mental manipulation. He says that we are continuously reacting to products ads without knowing. We look at the design, images used, choice of wordings etc.

Colour psychology

Green Packaging

Green is a color of balance and harmony of the mind, the body and the emotions. In color psychology it relates to security, wealth and growth.

For packaging colors, green suggests natural, organic and healthy, a good color to use for environmentally friendly products.

Dark green implies wealth, luxury and professional quality. Adding some silver adds elegance and sophistication.

Muted greens suggest environmentally safe and wholesome.

Mid green packaging is appropriate for organic and ecological products, wholefoods, garden and golfing products.

Add decoration or printing in other colors that will attract your target market.

http://www.empower-yourself-with-color-psychology.com/packaging-colors.html

The colour of food packaging can influence our perceptions of how healthy a food is.

A recent study found consumers’ perceptions of two identical chocolate bars were influenced by the colour of the nutrition label; despite the identical calorie information, people perceived the one with thegreen label to be healthier.

http://www.lifehacker.com.au/2014/04/seven-sneaky-food-labelling-tricks-to-watch-out-for/

PEOPLE THINK CANDY BARS WITH GREEN NUTRITION LABELS ARE HEALTHIER

I SEE WHAT YOU'RE TRYING TO DO THERE, SNICKERS BAR.

By Shaunacy Ferro Posted March 22, 2013

Dan Nosowit

No matter how smart we think we are, humanity continues to be fooled by simple marketing tricks. Various experiments have found wearing the color red is more likely to get you a date. Another new study suggests that a green hue can convince you that a candy bar isn't really that unhealthy.

As part of a study published in Health Communication, Jonathon Schuldt, an assistant communication professor at Cornell University, asked 93 college students to imagine they were in a grocery store checkout line, hungry and looking at candy bars. Then he showed them an image of a candy bar with a green or a red calorie label, and asked them how healthy they thought the candy relative to other candy bars, and whether they thought it had more or fewer calories. They thought the candy bar with the green label was a healthier option than the red one, despite the fact that had the same number of calories.

Later, Schuldt performed the experiment again online, showing candy bars with green or white calorie labels to 39 subjects. The more important healthy eating was to the participants, the more they thought of the white-labelled candy as the less healthy option.

Schuldt suggests we should probably take this into account as moreregulations require companies to stamp food products with calorie counts. "As government organizations including the U.S. Food and Drug Administration consider developing a uniform front-of-package labeling system for the U.S. marketplace, these findings suggest that the design and color of the labels may deserve as much attention as the nutritional information they convey," he said in a press release.

Does this mean people pick out the green M&M's and call it dieting?

http://www.popsci.com/science/article/2013-03/people-connect-green-packaging-healthy-food-even-candy-bars

Article 2

Article 2 - 

Why restaurants meals don't look like the ads.

 By Katie Little 2014

During the making of a restaurant ad , there are certain tools that the food stylists use. Like for example 'blowtorches, tweezers and glue' Little (2014). Little says that the process of a restaurant meal ad is quite long. It takes various food stylist, photographers and a lot of tools to make the food look as perfect as possible for the ad. Apart from the 'range of instruments' they use 'good lighting, fresh ingredients and attention to detail' (2014). Therefore this is why the meals purchased are much more different than the advertising images.

''Nothing is just plopped down and put in the centre like it is when you order at a restaurant,' said Jean Ann Bybbe , owner of Bybee Photography and co-author of a pair of books about food styling.''  Little (2014).

In order to be sure, CNBC ordered some items from different restaurants and compared them with ones on their ads. The pictures of the food ordered look more sloppy and definitely not the same as the promotional images. Little continues by saying that the food in the ads is usually not cooked through out in order to keep the size, shape and colour of the food. 'Once cooked, meat and vegetables tend to shrink, and vegetables begin to wilt' (2014). Kalesis commented that the main reason is that usually ads take hours to be finalized and therefore the food has to look fresh all along. 

Stylists writes that nowadays they have to be more careful to abide by the companies concerns, sometimes even legal documents have to be signed so that the stylist cannot change and manipulate the food completely.  ''Most companies today want it to be fresh, natural, not overworked,'' says Adar (2014). CNBC tried to contact various brands on this topic, like Mc donalds, burger king, starbucks etc but these did not reply. 

The ones that replied like Dunkin' Donuts says that they use real food in their ads, the exact ingredients they use in the restaurants. On the other Hand 'Federal Trade Commission spokeswoman Betsy Lordan told CNBC by email that truth in advertising laws do apply to restaurant menu items displayed in ads. The Commission examines both what's implied by and stated in an ad to determine whether it's deceptive' Little (2014).

Little says that a person cannot complain about the food looking different from the ads as there are no laws concerning this. 

A Mc donalds ad styling video was published in 2012 were it reveals the stages they take for a final ad. This includes styling of food, photography and also computer programmes for final retouches. Effects like steam and size are added, but apart from these the stylists insists that the food is real. Last but not least, Kalesis goes on by comparing the food with a model that needs make up to look better in photo shoots. 

Adland Chapter 5

Leo Burnett was another designer that made history in advertising. His style was 'homely ' and 'cutting edge'. In the late 1940's P&G was the most famous advertising company in the US. They worked for Kellogs cornflakes which decided to 'add sugar to health food products' Tungate (2007, pg 67). they promoted cereal as healthy but that was way to deceive people. They also started to use the packaging itself to advertise. This started a packaging revolution.

Leo Burnett also worked to Marlboro cigarettes packaging. He changed the colour from red and white to just red. He added a cowboy wich represent masculinity. Marlboro become the world's best-selling cigarette. after agencies had to hire people to persuade consumers that cigarettes are not healthy. 

'In the end, however you feel about tobacco marketing, there is no denying the Marlboro Man;s status as advertising icon - and a superlative example of simple, effective brand imagery' Tungate (2007, pg 70). 

Adland Chapter 4

After the creative revolution some people including ''Bernbach felt that their ads had become 'dishonest, boring, insulting - even insane'' Tungate (2007, pg 45). The adverts have become poor, Rosser Reeves says that creative people have been turned into mimeograph machines and are not allowed to be innovative anymore. Advertising is the knowledge of these 3 subjects: music, business administration and philosophy. Adverts in the 1940's were influenced by periods like cubism, constructivism and de Stijl. 'Rand bought a European sensibility to US graphic design. His images were crisp and uncluttered' Tungate (2007, pg 46),

Rand is a creative revolution on his own. He created the IBM logo among of a lot of other 'iconic images'. Bernbach and Rand worked a lot together, though Bernbach used more photography instead of illustrations. 'Rand was interested in aesthetics, while Bernbach was after the impact.' Tungate (2007, pg 47).

Tungate says that Advertising is all about peruading people and that is an art and not a scentific method. Bernbach started the new trail of cardboard cutouts of people as a form of advertising. 'A slam-bang image and witty text in perferct quilibrium - that was the DDB style. I t was powered by the snappy writing of Phyllis robinson and the spacious design of bob Gage' Tungate (2007, pg 49).

The ads at that time 'were spare and sharp' , or as we say short and sweet. It was very effective and aold the products in minutes. a very important technique they used is photography, DDB most famous campaign was Volkswagen. the add ended with a full stop and this was very unusal drametic effect. In the 1940s , the author says that in design schools only a few basic layouts. In the 1950's more stricking designs were published which were much more persuasive. Tungate writes 'Ally wanted to make advertising that grabbed people by the troat' (2007, pg 55). Photography started to become more common and mainstream. By the 1960s icons become a new innovation as well as onopotopic words like fizz, plop etc. Printing also developed immensly and posters were colourful. By the 1970s a very important icon was created byMilton Glaser. The famous I <3 New York logo. 'a cool, young, sophisticated style' Tungate (2007, pg 59).

Article 1 - thinkprogress.org by Tara Culp- Ressler

Article 1 - 

How Food Companies Trick You Into Thinking You're Buying Something Healthy.

There exists lots of technical words which are used to make a food product look more healthy and nutritious. some of these words are 'Gluten-free' , 'Organic, 'Natural, 'Wholegrain' etc. Ressler says that Americans are affected a lot from these words, other writes says that it is not only Americans. These words can be misleading as they are not always 100% true and factual. According to Ressler 'buzzwords mislead Americans to believe they're buying healthy food' (2014). 

The university of Houston researched and studied this deceptive technique. They found that ''those words create a 'false sense of health''.  they are also aware that such words can mislead people to focus on them rather than other more important warnings  that may be found on a product label. One of the researchers, Temple Northup writes that nowadays more people are trying to more attentive to what food they consume in order to be more healthy but advertisers and marketing agencies are taking the opportunity to these false labelling are misleading consumers. In order to reach factual conclusions, Northup makes an online survey. This survey depicts real food packaging pictures with these professional terms like for example 'organic Annie's Bunny Fruit Snacks' and Cherry 7-Up with antioxidants'. He found out that people found these products healthier than others without the terms. In reality antioxidants are not beneficial at all. 'Cherry 7-Up - it's mostly filled with high fructose syrup or sugar' writes Ressler. Northup adds that this idea is giving deceiving clues to something that is not really healthy. 

Apart from these terms, colours and illustrations can also be deceptive. In fact Ressler continues to write that 'people are more likely to assume that products with green labels are more nutritious' (2014). People also may assume that products with words like 'fair trade' are more healthy even though this has nothing to do with the health  instructions. Ressler says that nowadays children can identify junk food brand much more than healthier brands and all this thanks to manipulative advertising techniques. These techniques can be deceiving because people do not understand the nutrition labels on the products says Ressler. Northum confirms this by asking people to rate product according to label. he concludes that most of them cannot. Some groups like the CSP is continuously pressuring the FDA to act on these misleading advertising. FDA has released some claims but as Reseller writes it will take years for this to change. In 2013, a lawsuit against 7-Up was filled because of their false labelling on antioxidants sodas. 

Adland Chapter 3

David Ogilvy was behind the beginning of branding. He was a chef and after ended up selling cooking stoves. 'Effective advertising had to be entertaining as well as persuasive' Tungate (2015, pg 36). Ogilvy was famous for personal branding. Advertising according to the personality.

'the rakish eyepatch was unusual and cought the readers attention' Tungate (2007, pg 38). This was a campaigne by Ogilvy wich was very effective . Tungate says that with the use of photography, 'costumers were buying an image, not a sales pitch' and that is branding works.

Ogilvy 's ideas are often  referred to as the creative revolution but he did not like it as he was more focused on selling a product. 'He simply didn't like advertising that sold the creative more than it sold the productive' tungate (2007, pg 40). Ogilvy strifed to become more professional in his job and not to turn advertising into an art form. He always spoke of reforming advertising.

Packard says that 'many of us are being influenced and manipulated' . McCann Erickson was one of the first to go in depth to this idea. He hired psychological stuff to do more resaerch on it. He had clients like coca cola and general motors. He believed in 'total marketing'
'advertisers are not spending billions to decorate media' pg 42

It is said that advertising started as means of artistic ideas. Many advertisers wants it to remain like that

Adland Chapter 2

Propaganda

Propaganda in advertising is most normally used politically. In World War 1, the Uncle Sam posters were everywhere. The slogan 'I want you for US Army' is a phrase known by most of the people. I phrase invented by James Montgomery, the artist behind these posters. 'We sold the war to the youth'. Using propaganda and decpetion even the most brutal thing can look nice and heroic.

After that, the techniques of persuasion as called by Tungate were improved. 'J Walter Thompson created the first modern advertising agency' Tungate (2007, pg 21). This was the 1920's where technology started to influence art. Tobacco was a product advertised by many, 'income for advertising agencies for years to come' Tungate (2007, pg 24). An important image for those years was the coca cola company. By the 1930's 'more sex appeared in advertising. The bitter public glanced disdainfully at ads for products they could no longer afford' Tungate (2007 pg 25).

Rubicam says that ads with sex - appeal are more effective than others.pg 27

In the 1930's more adverts for cars like Chrysler were being made. Here we find a photography evolution. ' But if photography was an evolution, the industry was dealing with a technological revolution' Tungate (2007, pg 29). Adverts were still linked to the war. some ads would say 'careless talk costs lives' and 'Dig for victory'. Bruce Barton says ' We did not say the truth'. The war posters were a whole idea of propaganda and profit for the administrations.

Adland Chapter 1

Adland A Global History of Advertising by Mark Tungate


'Advertising is considered an extension of show business' says Sir Martin Sorell. Advertising is really effective but it is because it is everywhere. Advertising has grown so much that 'brands are forcing their messages onto every blank space, into very crack in the urban landscape' Tungate (2007).

Yet today their is also a doubt on how much advertising is effective . 'Half of all Advertising works' states John Wanamaker. this means that only half of the advertising published is really effective.

'sheer manipulation' is a phrase used by many to describe advertising. Advertising has been included in tv, film and print 'sine at least the 1950s' Tungate (2007).  Advertising is also described as innovation, it creates competition between brans and also encourages progress and ideas for new products.

The art of Advertising is a hard thinking and ongoing process. 'this time i am going to fail' , this phrase by David Oglvy describes the thought of the designer before coming up with a great idea for anther advert.


Advertising begun from the Egyptians and greeks, though not selling any product , they used advertising as a means of communication between the leader and the people. It is certain that Romans knew how to use advertising quite well. Ruins of first posters are found in the ruins of Pompeii. (Mosaic ruins). --- see The art of Persuasion for more info

With the industrial revolution the newspaper started being another means of communication. This was also happening due ti the 'advances in technology' Tungate (2007). 'They branded thier goods - and began to advertise them' states tungate, this means that another world of design had been born.

Douglas says that advertising helped them to show their products to more people and that way make more profit. Moreover, the printing industry did not only print newspaper, magazines in particular were another great means of advertising.

1870,s in paris the  printing house Chaix ,with the artist Jules cheret came up with a revolutionary idea of the poster. Bright and vivid posters of girls known as 'Cherettes'. Toulouse Lautrec , a famous artist contributed to this idea and painted a lot of posters of the Moulin Rouge. Alphonse Mucha;s taents were also a result of more posters.

'The first advertising agency in the united States was opened by one Volney B Palmer in1842' Tugnate (2007). They worked for newspaper and 'had nothing to do with creating ads' Tugnate (2007). the creative people were still working as freelance , Tungste says that 'the most influential of them all was John E Powers' He inspired Charles Austin Bates, and an advertsing agency was born in 1897, Bates agency. another artist Calkins was a creative genius and created visuals that were shocking. Bates did not want Calkins to join his agency therefore he opened he own agency. Calkins was 'designing ads for his clients rather than merely placing them' tungate (2007).


At the beginning of the 20th centuary , in europe artist were creating posters for brans whle in the USA 'a new generation of illustrators... began to emerge' states Tungate. the company Arrow Collars & shirts hired Leyendecker as an illustrator. ' Leyendecker's illustrations resonated with consumers to an extent that they could hardly have dared imagine' Tungate (2007). Leyendecker painted a man that was perfect, he used him in his adverts. Men wanted to be him and woman wanted to be with him says Tungate.

Tungate writes that 'Albert Lasker was the true father of modern advertising' Lasker's adverts where the way to a whole new modern take to advertising.

The art of Persuasion documentary.

Visual persuasion: strong pictures but caring
Visual techniques used , started a long time ago.

- gold powerful
- power of art - Egypt, British

Iran :
Stone reliefs , first visual persuasion used by Darius
The reliefs are international, understood by everyone.

The first billboard - stone relief
Very detailed. Showing happiness not war
Symbols used : bow (leadership, balance)

Darius with bow : first political logo !

Later : Alexander the great
He wanted an image to win people's trust.
He came up with an ivory sculpture depicting his portrait.
The first life-like representation and not an illustration like Darius.
- political portrait the first idea to photography or depicting reality !

Roman political mosaic - poster
This depicts Alexander the great  vs the Persian  king.

Alexander is the hero winning the battle, confident look, strong.
The Persian king is scared and loosing . Weak look

Logo vs face

A survey has been made and between 2 political parties using a logo and the other one the leader's face.. The face wins the election therefore people likes to see the real thing. Photos are much more effective  than logos or illustrations. 40% and 60%

The other step that Alexander took is giving everyone something that reminds them of him everyday ..
Money - coins with Alexander's face
This reminds the people  of who is in charge, it is seen by everyone therefore more effective.

The face on money continues to be used till this very day.k

War campaigns- I Want You posters with the face !

Persuasion turned into propaganda and deception in the roman age.

Rome was divided: old and traditional vs modern and trendy people

Augustus Rome leader who wanted Rome to join forces and stop being divided.

He chose a humble look though with a powerful image of Authority.
His sculpture was full body one, with no weapons, bear foot, no gold, humble gestures.

But powerful !! Every god would approve
He wanted to unify Rome with the power if Art.

But all this was built on a lie . He deceived his people!
He was corrupt, not loyal. He started dictatorship wich run for 400 years.
He was the first to use images in order to manipulate people. A technique still used nowadays.

It has been used by other leaders like Hitler. Its a technique that caused a lot of trouble in the world.
Hitler also managed to persuade people that there are people wich are less human !

We will always remain and believe because of the persuasive power of Art !

Directed by Martin Wilson BBC