National consumers league. We will add a layer count talk about changes in how americans sold products, market goods. These are just as important as the changes on the business side, infrastructure, in American History. One of the things we will do is talk about advertising. Maybe it is strange to talk about ads in a history class. Ads are a great historical tool. They tell us about the past. This is an editorial from harper weekly, a popular magazine that circulated around the country at the end of the 19th century, still published today as monthly. The story of today would not go quite that far. They are not a perfect picture of the past, but advertising is a great way to think about the way society is valued. We dont take ads seriously today because we can see through them, either because they are part of the background. We dont see them as useful or that we literally see through them, we see the tricks. We are not deceived or manipulated, but advertising is a huge business, and the techniques developed at the turn of the century are still the ones we use today. That is what we will talk about, what they enable us to understand about the past. Ads are a great way for us to understand the cultures values, but also what society is afraid of, fears and nervousness that people have. We see those in ads. We see what a society thinks is important or who is important by what is featured in advertising. We can understand about racial and gender norms of a society by looking at who appears in ads, what roles they play in the ads. We also find out what people feel nostalgic about, what is in the past that they miss, things that are cutting edge, modern without the forefront. So they help us flesh out the past really interestingly. That is what we will hit today, the history of advertising. Then we will look at new developments in marketing, branding, packaging, slogans at the turn of the century. We are telling to stories, one about the seller and how they are trying to attract consumers, get people to buy their products, and the other story is about the consumers themselves, how they change and how their lives adapt to new Consumer Market places. I want to step back a minute to tell you about the history of advertising, what advertising looked like before the ads you see today. Advertising existed long before its modern form. It has been around for centuries. Even long before america was colonized. We found a paper, advertisement for paper in the Hunan Province of china over 700 years old. We see things like noticeboards outside of the store. That would be a kind of advertising. Or wine or food sellers passing out free samples in the streets, hiring actors or singers to roam around. Ads were not printed. We dont really get printed ads until the middle of the 1400 in parts of europe. We dont get the first in north america until 1704, a slow process. But they are there, and in the concept, it has been around for centuries. The form and technique has changed. The big colonization of america depended on advertising. This is an ad from 1609 encouraging immigration to virginia. They are trying to encourage people to take off and cross the atlantic to start something new. Ads do this. They also encourage people to try new products from the global market, spices from india and carpets from the middle east and tomatoes from the new world and coffee. Coffee is a new product. All of these things had to be introduced to a new public. I want to show you an ad from the producers world. This is an ad for coffee. What you think of this ad . Yes . A lot of text, yes. What else . Yes, sir. There is no images. To our modern eyes, the ad is not very functional. There is no brand name, just copy, a commodity. The ads from the past dont necessarily look to us like advertising. They look like newspaper articles in some ways. I will show you something that looks modern. The ads claim that the upper class, the lords, they drink coffee. This is not different from a celebrity endorsement from like the kardashians, right . Somebody is saying, these people who are popular like this straight. You might like it too. Other things that modern ads do, it talks about the Health Benefits of coffee. This is a population that had never had access to copy. They were not sure how to use it, consume it, what you did with it. So they explain that if you drink coffee, it might release your account, cure scurvy, promises all kinds of things. Like Jamie Lee Curtis and her yogurt commercials. Eat it, you will feel better. The coffee ads did that. So the functions are similar. It is techniques that are different. The long copy makes it look so different today. The other thing, no brand name. We dont really get brands until the 19th century. They dont really pick up until the 20th. It is not something that is common advertising for hundreds of years. It is well into the 20th century before we get brand names on commodities like water and bananas and coffee. Most of them do with massproduced goods when they finally do emerge. This is what ads looks like for hundreds of years. This is an ad from the 1600s. This was an ad from the 1700s. Benjamin franklins newspaper. It was one of the most popular. Lots of text, no brand names, no images. Here is 100 years after that from the boston the new york herald. Pretty similar, lots of text, no images. Lots of copy, no brand names. Advertising was pretty much the same, the pattern does not change much. Even with all of the changes of the american revolution, new goods in the marketplace, advertising does not change until it does. For historians, that is a great question. What happened to make the ads changed, from like this where they are like announcements here is this product, here is where you can buy it, here is how much it costs those are really objective. They provide information to people. There is no kind of subjective ideas, no emotion in those ads. It is really clear what they are trying to do is show you where you can purchase a product if you are interested in it. Modern advertising is quite different. It starts appearing at the end of the 19th century and really picks up over the course of the 20th. It is not just changes Like Technology that makes this happen, or not just paper and ink become cheaper. It is changes in society, ideas, economic and social changes we have been talking about in the last few weeks. It is also the introduction of new science, the science of psychology, behavioral sciences. New kinds of economic theories coming out. Advertising is responding to what is happening in society more broadly. We talked about that fewer people make the goods they actually need any more. They are moving out of rural areas into cities. They need to buy things. They cannot produce them on their own anymore. More people are working for wages, so they have got cash on hand. They can spend that in stores. And mass production is lowering the cost of those goods, making it accessible to more people than ever before. It becomes more rational to buy them then make them. By these candles rather than spend hours making candles on your own. That is cheaper to buy kerosene lamps and electric lamps. They make it all available. Change and advertising go hand in hand what is happening. Manufacturers have goods to sell. The advertisers bring them together. They are the middle people that make the Consumer Market thing happen. I want to talk about a few new developments in particular like the ways the market changes. We have ubiquitous commercials and ads everywhere. There is a new brand of professionals called advertising executives that did not exist before. I want to talk about them, who they were, what they thought, where they came from. This is a big business. It goes in leaps and bounds over 40 years between1880 and 1920. They come up with strategies to convince consumers to buy more and more. Brand name packaging, slogans, and you kind of ads that appeal to people emotionally. I will show you examples of all of these. I said it was big, and i meant it. It goes from 230 million in 1800 to nearly 3 billion by 1920. It is an enormous change in what is happening in the marketplace over the course of this period. The ad executives to shake off the old image they have of pt barnum. Remember him, crazy ideas about how to make money and attract people . They say, that is not us. We are not entertainers or tabloid medicine shows. We are not selling snake oil medicine. You can trust us, we are professionals. We are educated, we will go out and seek public approval. The way we do that is through different kinds of tactics. They are coming out of the world of science and Higher Education and economics departments. If you are looking at the economy of advertising in the 1800s, it is pt barnum, and in the 1900s, it is edward bernays, the father of modern psychology. He is the nephew of sigmund freud, the father of modern psychology. He learned what makes people tick. And then he figured he can get into peoples pockets, sell them goods. They write copy and make ads for businesses to get them to find a way to attract the new consuming public. Before this, ad execs would go doortodoor like peddlers. Now they are saying we can unlock the secrets of Mass Communication, that will lead us to a mass market to get more people on board and sell them more stuff. They dont want to just print fast, they want to do more. They see it as complex. They see the dynamic diverse population, and they are figuring out how to sell the complicated things to a complicated public. They think they have unlocked it. They have figured out a way to get people to buy things they dont actually need, and they will turn those needs into desires. We will find a way to do this. They will often go to businesses and say, we understand the public, the consuming public, better than you do, because we have done all kinds of Market Research and scientific studies on what makes people tick that we can be a liaison between the public and business. We can bring you together and increase your sales. We have interpreted consumers viewpoints, and we can figure out a way to bring them to their attention so they market themselves first. A lot of these guys, almost all of them, are men. There is a few women, but mostly men, white, protestant, new yorkers, and they are mostly collegeeducated. That makes that a rather specific, small demographic. They are not representative of the country as a whole, that makes businesses worry. What do these guys know . These egghead intellectuals about women shopping around the country . How can they understand a mass public . They can overcome. Yes, we are unrepresentative, but the best way to do this is to Market Research, focus on the audience and not on us, figure out the hopes and fears of those people, to meet their desires or create those desires, and to use science to back up ideas, use behavioral psychology and market polling and figure out what people want. So they said all of that data and science help them overcome their own inherent prejudice. They are not quite successful. You can advise that they are there. It is interesting. What they thought the consuming public wanted is interesting. They are trying to use new tactics, the old tactics dont work. They cant go doortodoor anymore, cities make that impossible. They need Mass Communication somehow, and they need to reach out to people with different backgrounds. One of the ways they do this is with something we are familiar with, brand names. The first three decades of the 20th century have a golden age of brand names. Today, in some ways, brands are self explanatory. It is natural that we like brands. If you had a choice between diet coke, maybe diet pepsi on this campus, and generic cola, which would you want . I would want the brand. Dont be shy. What does the brand me to you . [indiscernible] it is just something you are more familiar with, you know what you are getting. Katarina keane familiarity. Anything else . [indiscernible] Katarina Keane ok, a company you can hold accountable, or trust or something you know as opposed to a generic label. There is a reliable experience, consistency, a corporate entity behind that product. American consumers had to be taught those things really were not used to brand names. Taught those things. They were not used to brand names. They were not sure brands were preferable. The brand for something they could trust. So add execs have to figure this out, how do we get consumers to buy our coffee, our tea, not just some generic brand . How do we get them to learn brands are preferable . First you have to figure out which one is their product, so it has to look different and be distinctive in the store. Packaging is the beginning. This is the way you start changing behavior. In 1900, most Americans Still buy things from barrels or boxes that are unmarked, unlabeled. They are unaccustomed in some ways to looking for prepackaged goods. What would happen is you go in with your own barrel or box or container or bag and you feel it from unmarked barrels in the bag, your rice or tea, nails, anything you might need, then you fill in the container on your own. This is typical for most shoppers at the turn of the century. That is what we are used to. That is not what advertisers want. They dont want you to buy generic products. They want you to buy their product. They need to get people thinking separately, to buy something specific to their company. Think of packaging. Cocacola bottle is a famous example, it was trademarked so early. If you want them to recognize products by what they look like here is the thing, americans dont want to do it at first. They are suspicious of packaged goods. They think it is more untrustworthy that stuff in the barrel. They would rather go in with their own container and scoop out what they want and fill it rather than buying something in a package. In packaging, they cant see it or smell it or tasted. That is what they are used to, they are accustomed to having a way that to make sure what they are buying is in the package. The specific kind of shopping that a lot of us do today. So somehow, the advertisers have to get them to change their behavior and start preferring prepackaged goods rather than stuff they have been accustomed to, a choice of their own. They have to make people think that the boxes are not concealing anything, orders or bad food, and this was a way for people to trust them. I bring it back to you and your current behavior. You have a choice between rice and a giant enormous barrel that you will scoop out and take on yourself, or prepackaged rice in a box. Which do you take home today . Why would you take the box home . Yeah, i pointed to you. Because you probably think it is more reliable, coming from somewhere. Katarina keane you trust the company, unlike the unmarked barrel. [indiscernible] Katarina Keane you wrinkled your nose, a hygiene question. Big barrels. That hygiene question had to be taught to americans at the turn of the century. They had to be taught there were germs and danger lurking in the communal pot, in the communal barrel. So we see in a lot of these early ads, this is an ad for crackers at the turn of the century. They often talk about the cleanliness of their foods or the possibility the product was tainted by someone else before you got there. So you see things like protected by the inner seal package, you can trust this good as being safer than that stuff in the barrel you always use and your parents had always used. This will free you from other peoples germs. The reason they prefer packaged goods is that they are more portable. How many times have you forgotten your bag . It was already packaged, you could take it home. People like the convenience of this, the reliable amount. Some of the early ads would suggest merchants could cheat you if you draw your own box or barrel in. If you take it on the scale, you could not be sure how much you are buying whereas prepackaged goods were the same every time, standard, uniform experience. Those can be taught, consumers have to change behavior and learn how things become different. Slowly over the course of decades, packaged goods become more popular. Consumers prefer that. They prefer standardized, brand name audits. All of the packaged goods required changes in the stores themselves. We talked about this, but we will talk more next time. Remember the way stores are set up. You have a long counter in the general store or country store, and behind him was the merchandise. He interacted between the customer and the merchandise. He was the intermediary in all of the relationships. Advertisers dont want that. They want to be the one with direct election to the consumer. They dont want someone standing between them and the goods. Grading requires all kinds of cooperation with storeowners. They can plant the minds that it is the best product or safest or most peaceful, but there was still a merchant standing between them and the customer, and the merchant, who had some trust, could say, dont buy it, it is not good. Other people come in, they tell me the crackers are stale. They dont want that relationship anymore. Advertisers want to change that. They start approaching stores and say, we can boost your sales and set up new displays if you see these pictures. We have elaborate displays in your window. We have pyramid of goods stacked up in your store, and it will be and it is going to attract all kinds of customers to you. The merchants you guys, think they will sell products. What advertisers want to do is bypassed the person. They dont want him involved anymore. They want customers to wander through the shelves and pick up goods and choose items for themselves. We get a self service store, like when you are used to today. Piggly wiggly, a kind of grocery store, opens in 1916 and becomes the product for selfservice shopping. They let customers wander through the shelves, pick up items, throw them in their cards. The guys who own the store are panicked. This is removing their whole function from the shopping experience, but in some ways, it helps them. It helps their bottom line. The merchants find this is a better fit for the new urban environment. Before, the general store or the country store, the merchants knew the people. Maybe you had a relationship with him and his family who owned it for years. Now in the city some other merchant is anonymous to you. The shoppers are anonymous. There is not the kind of trust. Wandering through the aisles made sense. The people did not trust the merchants because they did not know them. The other thing they find over the course of several years, retailers like selfservice because they buy more when they wander through the aisles themselves. It leads to impulse shopping. They find people are more willing to buy things that would have been embarrassing to ask the clerk for there they will pick them up, put it in the basket and take it to the checkout line. Slowly, advertisers are able to convince retailers and shoppers to change behaviors, change what they expect in the store, how they behave in the store. They need to do more. They cant just use [indiscernible] they had to turn shoppers into loyal customers, make them come back year after year, to create a personal relationship between shoppers and the manufacturers of these items. So the old relationship between merchants and shoppers now it is advertisers and businesses and shoppers. One way to do this was to create slogans and characters in their story, in their ads, to connect directly to products. Quaker oats is one of the first to do this, and they are successful. They want to make consumers feel something about buying their product. Beginning in the 1880s, pretty early, quaker oats developed this mascot, the quaker from the 17th century, and he is slapped on all of their products and advertising. So he shows wholesomeness and a nostalgia for the past. He is somebody you can trust. He is inspiring of confidence. He promises wealth and a healthy he promises wellness and a healthy product. You would often see in the quaker oats and pictures of children and mothers. There is a promise to mothers that this is going to be a good experience, kids will love it, you are doing your job as a mom. Quaker oats was trying to bypass the merchants and create the experience through its ads. This becomes more and more common over the course of the 20th century, brands have a kind of reputation, they have a meeting to consumers. They have a meaning to consumers, a personality in some ways, a feeling about a product, product line, that did not exist before. And it takes a lot of work on the advertisers part to convince people that they dont like soap. To convince people that plain old white soap can be different than ivory soap. That ivory soap means something and has a kind of special meaning to people as it starts to emerge at the end of the 19th century. Ivory does smart things. It had just been called white soap for much of the 19th century but then it has a distinctive logo and package design that sets it apart on the shelves and starts having ads that appeal to ideals of domesticity. An oldfashioned household with mom and her kids. Even pit time these ads appear, its oldfashioned. It makes people think of a kind of warmth and they connect that with ivory soap. They have a slogan that i admit doesnt exactly roll off the tongue. 99 44 100 pure. Saying trust us. Ivory was trying to create relationships with consumers, to make them feel something about soap. Which is kind of silly, right . But theyre trying change the image of soap from something thats just needed, a utility, a necessity to something that warms the home, that protects children, connects mothers and children together. So what you see in these ads often, especially at the turn of the century, not quite as much today, you see characters. You get people like aunt jemima, betty crocker, the quaker oats guys. These kinds of personalities appear constantly in ads at the turn of the century. Historians theorize that this was a kind of bridge, that before consumers went to the merchants and trusted and knew the merchants. Now they know the characters when the ads and they can trust those people even if theyre not real. Its in some ways a replacement for that old relationship between the urban shop keeper and the customer. In an urban society, you dont really know them as well but you know the characters on the boxes. In some ways thats why they become so popular. Theyre sort of symbols of security and stability, people you can trust in these urban environments. You get trademarks. Campbells soup is the probably most famous one, the red and white label, that would allow customers to immediately recognize their favorite products. You notice in the ad is says look for the red and white label. Trying to get people to change their behavior patterns. Dont just look for any canned soup, look for the one with the red and white label. These branding packages and characters, it helps make the products distinctive in stores. Advertising has to go one more this one instead of all those other ones. Now you have recognized this, now you know this is the one you want, but heres why. Sometimes what they would do is use things like slogans. Really catchy, short phrases to get people to connect a product with an idea. Kodak is one of the first to do this, they do it quite successfully. They come up with this slogan you press the button, we do the rest. In other words, simplicity defined. You dont have to worry about this complicated camera. All you have to do is press the button. We do the rest. Ats the easiest product on the market. You go out there, buy it and all you do is press the button. Were used to this now, these short ideas that are memorabiliaably praised and help us think about an idea connected to eye product. This breaks that long technique of loss of copy, words in ads. Now were going to express a single big idea. Instead of talking about coffee is good for your health and the rich people use it and it comes from far away, one idea, express it clearly in a short concept. We still do this today. Hallmark, when you care enough to send the very best. Nike, just do it. Short, snappy slogans. Theyre best when theyre easily remembered, when theyre repeated and even parodied, like leggo my eggo. People my age will remember this one, wheres the beef. Short concepts you come back to over and over. Thats the idea behind the slogan, something short and snappy. They also need to get people engauged emotionally with a product, to make them feel something about a product. Ads start focusing on the consumers and what they think and what they feel more than the product itself. And its funny to modern audiences to go back and look at some of these ads which may not even reference the product, which may not have a picture of it or even its name in the ad because its really about the people and the way they feel when they look at it. As you can see, in this ad the cocacola is pretty small. A tiny little drink. The brand name is pretty big but its really making people feel in this ad something about the status of the people who drink cocacola, that theyre served on a tramente there is a kind of discriminating people drink cocacola. Advertisers start appealing to all kinds of these ideas, these emotions, these fears, these kind of base longings in their ads over the course of the early 20th century. Id like to take a look at some examples of this. Ive listed a handful of techniques that advertisers use. What theyve realized in other words is that the product could be sold for more than just its function, its utility, that you could sell Something Else in the ad, an emotion or an idea. And thats not easy. For example, instead of just selling an automobile as a means of transportation, getting you from point a to point b, you can sell a car as prestige, right . Instead of selling soap as something that gets you clean or cleans your home, you can sell sex appeal. You can make people feel better about themselves, appeal to vanity. Instead of, ah, instead of just a light bulb, you can sell illumination, right . These big ideas that make people feel something. And a lot of this is being driven by modern psychology, which has recognized that consumers have insecurities and they have desires and you can create longing for products in the ads and then connect them to a specific item. If up made people feel inadequate or if you made them feel scared of something, then you could convince them to buy your product. Advertisers are learning how to do this. They think that some markets are more susceptible to emotional appeals than others. Theyre pretty convinced that women and children are most susceptible to emotional manipulation. And so what we start seeing where we start seeing these techniques first are things for womens clothing, toys, soap and disinfectants and perfumes and makeup. And then it expands everywhere, right . Its in the automobile ads by the 1920s. But the idea behind this was if you could make a woman feel something, then maybe she would go buy your product. So for example this is an ad that was published in the ladies home journal. Whats it for . Very good. Yes. Its for a washing machine. You will notice there is no picture of a washing machine anywhere in the ad or a brand name. They dont even mention the washing machine. You cant see it in the text until the very last paragraph but what the ad sells the woman consumer is the idea of what she could have if she bought it. More time to go out with her friends. She could go learn how to play the piano. She could go gardening. The ad is selling something more than a washing machine, right . Its a promise of labor saving, its a promise of time to yourself. In some ways the product becomes secondary and the consumer becomes primary and this is the way to sell a product. Today, as women we may not think this is a very effective ad you a but its fairly typical for the 1920s. The idea is to blurt line between needs and wants. Maybe you dont need that washing machine but you really want it because of the other things it can give you. This is a new way be looking at things in some respects and a way of creating in consumers minds a kind of perception of luxury. That you should expect something all the time that will make your life easier and better and you should expect that thing to be replaced over and over again. Its a concept were rather familiar with, right . Its called planned obsolescence. And its well come back to that. These are ads for lucky strike cigarettes. What is the emotion here . Why should they buy these cigarettes . Yes . Other cigarettes are bad for you, these arent . Yes. Why are lucky strikes good for you . Im not actually saying that. You shouldnt go around smoking cigarettes. Yes. If you dont smoke our cigarettes, you are going to reach for a sweet. Youre going to become fat, so instead you should reach for a cigarette. This is scaring people into thinking about their vanity, that are appearance and getting them to think about the cigarette as something more than just nicotine. Its a health product, a way to improve your appearance. And it has to be something new all the time. Advertisers and marketers realize you can get people to buy something once. A new toaster or lamp. But then you have tapped out the market. Now you have to convince them come back for the newest model even though the one they have is totally functional and works just fine. Because that old one that worked fine before is the wrong color or shape or toasted two pieces of toast and this one does for you. Thats the idea behind planned obsolescence. Its what happenle apple otherses, right . You have the iphone 5, its totally awesome. Then the 6 comes out, now the 7 and now the iphone 5 is crap. Its built into the advertising and every year, a new model, wee see we see this in cars in the 1920s. It makes people like feel like if you dont have the newest item, you were out of step, you had lost track of the you newest fad, that you werent keeping up with the joneses. That your neighbors were somehow getting ahead of you. Its a kind of scare copy. Its a tactic used by advertisers at the turn of the century that was about making people think about failure. Its sometimes called in trade jargon negative appeal. This idea that you could jolt a customer into thinking differently by enacting these kind of dramatic stories of disaster or failure, right . Like the lucky strike ad. If you dont smoke our cigarette, youre going to get fat. If you dont buy our toaster, everyone is going to think youre not keeping up with the trends. If you dont buy our toilet paper, your kid is going to suffer. You alone can save them by buying scotd tissue payment this is scare copy. By buying scott paper tissue. This is scare copy. All kinds of stories, jobs get loss, romances are cut short, marriages are threatened, we get that a lot. Germs are getting you, cars are skidding off the roads. Your neighbors are looking at you with suspicion. There is all kinds of danger oitd in the world and the universe is a kind of scary place where external forces take control but the advertiser is there with a solution and helpful hand. Buy our product and that problem goes away. Create the problem, the fear , the danger and then solve it. Thats the idea behind scare copy. I want to offer you two examples of the most famous Advertising Campaigns in American History to show you how this actually plays out. A specific example, not just all this theory. Ok. So were going to start with something called you need a biscuit. You need a biscuit. Wouldnt you like a biscuit . I have said this name three times now. You get the idea, the name is port part of the idea. Its produced by the National Biscuit company, what today we call nabisco, at the turn of the consider. Right at the end of 919th 19th century and they do a couple things weve talked about. One is they developed distinctive packaging. The biscuits are kind of like soda crackers, not biscuits as we would call them today. Theyre all packed inside, its a trademarked inner seal and at the side you get this red trademark which is nabiscos trademark. All the uneeda biscuit campaigns also feature this kid in the yellow rain coat with his hat and rain boots. What that has too do with biscuits, i cant explain to you but hes everywhere. It was a totally new product, introduced at the end of the century and it was the first milliondollar Advertising Campaign in the country. Its a big gamble on nabiscos part. And its so successful it becomes the prototipe for Mass Marketing campaigns for decades. Heres what would happen. You have the pieces in play, right . Theyve got the character. They have a slogan lest you forget it, excuse me, lest you forget it, we say it yet, uneeda bisskifment keenen shall maybe not that catchy. But its everywhere. They had a consistent character and then secondary marketing. They would go out and painted on paint on the sides of barns with the uneeda biscuit slogan. Or this is a slate kids would bring to school and do math problems on and you would get this for free if you sent in their labels they would send stickpins and cufflinks to merchants to give away. So the idea is their logeoff is on all kinds of merchandising that has information to two with with crackers. They would have their salesmen visit Country Stores and paint signs for the businesses. This is an example on the side of a building. I took this on seventh and indiana right north of the natd archives. Its still there. Uneeda biscuit is everywhere at the turn of the century the and its hugely successful. Sales go through the roof. In fact its so successful that people try imitate it but they dont imitate it well. They dont figure out why this works. They think the only reason u needa biscuit is successful is because of the name. And thats not it. Its the cohesive branding. Here are some failed imitators. You uwanta beer and itsagood soup. Ule these fail. Its not just name, itsing the marketing that goes with it. So its the textbook example of a new product that gets sold to a new public. Listerine is a bit different. Its an existing product. It had been on the market for years and sails were landlord really flat. By the end of the 1920s they were only selling about 100,000 worth a year. In part because it was sold as an antiseptic. People would dip their combs in it. But you didnt need a lot, probably one bottle a decade. But sales were flatd. Listerine goes out to an ad agency and says what can we do . And they say tell them they need it for a new reason. Tell them its not about an antiseptic. Its for curing a medical problem they didnt even know they had. Halitosis. What is that . Bad breath. Most of up knew that. Halitosis is kind of made up. They went into an old medical dictionary and found this term that was sort shall made up but at the convinced people that its a real disease a lot of you have and you dont know it and this product can fix it. Its hugely successful. In only seven years, theyre making 4 million a year selling listerine. In part because theyre scaring people. These are changes happening all over the country. You are living in cities, traveling on subways, meeting people and amusement parks, its a kind of anonymous world and so the ad is focused around the danger that you are going to be unpopular. That people wont like you. They dont know you yet and the first thing they know but is that you have bad breath and literine can fix that problem. So we see this campaign which runs for decades and decades and decades to get readers to identify with stories in the ads. Its kind of long copy here but you can see it says halitosis can make you unpopular. Like this one from the 1930s shes a nice girl, but. Or theres something wrong with her. They encourage you feel compassion with people in the ads. Shes often a braids maid, never a bride. Why not . Shes lovely . And not just targeting women, but men too. You would get these stories, hes got a great job, really smart, why doesnt he had have a wife . Because hes got bad breath. Listerine would fix it. You want this guy to have a vacation. Buy some listerine and youll feel better too. The campaign teaches consumers that they have a new problem that can be fix window a product they already own and they have to go out and buy more of it to keep getting the Problem Solved the that strategy is imitated all around the world. Suddenly, people are selling from things like smelly, sweaty feet, asidose is, acid stomach, something called accelerator toe from pressing too hard on the pedals. All can be solved with new products. What the ad executives realize is that theyre doing more than just selling goods the theyre selling life and if you want to sell a product, thats what you do. Dont just talk about what its made of and how much it costs, what the ingredients are. Tell them how its going to change their life if they buy it. Its a big topic but were going to come back to this over and over again. One of the key questions was whether or not this was good for American Society, whether or not it was a democratic development, beneficial to the american public. Its a key question for the class, one well return to, but i want to point out a couple of things. One is that a lot of the ad execs said yes. They said what were doing is wipeing away or erasing some of those regional barriers, differences in things like class and race and allowing visual literacy, were allowing the i will itierates to become to becomeiterates engaged, and all the new immigrants. The critics said no, you are actually creating feelings of inadequacy and reinforcing differences between different groups americans and you are undermining the kind of cohesiveness of American Society by saying some people have access to this and others dont. One of the biggest questions obviously is about race and gender. In all the ads i have shown you there are no people of color. The ads that do depict africanamericans at the turn of the century, theyre rarely depicted as consumers themselves. Theyre almost always appearing in roles as porters, washers, cooks. Many were the subjects in the ads, rarpely part of the story. This is one of the most disturbing ads you will see over the course of the semester. Well come back to it. The images of africanamericans in ads were often quite derogatory and to our modern eyes quite shocking. Thats because the executives didnt think they were trying to appeal to africanamerican consumers. They thought white consumers were the only ones that matters. We see this with gender too, the women are just a basis for sex appeal and arent really considered as consumers. When we come back next time were going to talk about new places of consumption, department stores, and catalogue shopping. Thank you all [captioning performed by national captioning institute] price [captions Copyright National cable satellite corp. 2016] follow us on twitter and keep up with the latest history news. Collection of the state of the net conference was held in d. C. This past week. Monday night on the communicators, we will speak about upcoming issues facing the internet. Jamieson, andrk the next fcc talk about the future policy. Mccormack on the u. S. Efforts to counter online radicalization. Everybody likes net neutrality. But nobody likes the secs ability to be a referee on the field and making sure that networks are fast, fair and open. I think its vision needs to be more focused and the structure needs to adapt as well. Google,s efforts of facebook and others to create counter messaging, because they government is uniquely not in a good position to big counter messenger , so the private sector has started to step up. Announcer 1 watch the communicators on cspan 2. Announcer 2 50 years ago on january 27, 1967, a flash fire during the rehearsal for apollo killed astronauts gus christian, chaffee and ed white. Up next on American History tvs railamerica, a halfhour cbs report originally broadcast at 11 00 p. M. Eastern time just a few hours after the 6 30 p. M. Disaster. A later investigation determined the astronauts died in seconds from