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the age of persuasion
As you pass through a nearby galaxy, you may notice that the planet is drifting irregularly and by the way to investigate.
You will find that everything on earth is the same as it is now.
When you read this
But no one was found.
What would you infer from the world, the people of the world, and their culture?
Would you be surprised by the species that produced Shakespeare sonnets, Muhammad prophecy, Miles Davis solo, Laozi\'s meditation, and the engineering genius of Robertson screwdriver? Maybe.
But this is not the case until it is overwhelmed by the most compelling and ubiquitous power of modern culture-advertising.
You\'ll see ads on billboards and posters, covered by six in bus shelters-
Radio and television programs and transmission through personal communication equipment.
Monitor radio waves and you will hear loud tampering with information transmitted by radio, television and satellites.
You will find ads projected onto the floor of the mall, played on the screens of elevators and gas stations, wrapped on buses, planted on flower beds on the side of the road.
You will see ads on the restroom, golf course, taxi wheel cover and stuff them in an envelope with utilities.
If you stumble upon this planet in any other era, you may conclude that we live in an age of stone or bronze, an ice age, an age of reason, or an age of enlightenment. But today?
You can\'t help but conclude that we live in an era of persuasion, in which, people\'s needs, desires, impulses, supplications, brands, proposals, temptations, truth, petitions, publicity campaigns are raging in the growing storm of multimedia sales information.
When prompted to cite the greatest impact on modern culture, most people may say new technologies, dominant figures, economies, climate change or tribal differences.
It is strange that few people think of the name of the advertisement, which almost insinuates every aspect of the 20 th century. first-century life.
Every time we flirt, date, find a job, buy a car, sell a house, play a speeding ticket, and question the referee, the age of persuasion will appear on us and write to Santa Claus, pop up a breath mint or dress just for the effect.
This is a cultural force that we have just begun to understand. we speak better language than we realize.
As early as 1917, novelist Norman Douglas wrote: \"You can tell the ideals of a country by advertising.
\"But more than a century later, despite the many clues, we underestimated the role of advertising in our daily lives.
It\'s an excusable oversight: It\'s not easy to take the cartoon bear\'s marketing of toilet paper seriously and be thereD-
Bol man patrolled your toilet water tank on a small boat, where a can of folger coffee would cure marriage.
The impact of marketing, however, cannot be ignored: on a global scale, advertisers spend more than $600 billion a year trying to influence your thoughts, behaviors, and purchases.
The United States spent four years behind it.
9/11 war in Iraq and Afghanistan
On one day, there are at least 300 marketing messages, up to 6,000.
Statistics show that people spend more time on advertising than on eating, reading, cooking, praying, cleaning and having sex.
Marketing has turned children\'s games into billions.
The US dollar sports empire creates heroes and shapes our history.
Can Advertising win the election?
While few doubt that bad ads will definitely lose them, no one can say. SO . . .
What\'s the difference between marketing and advertising?
Probably from the Latin word mercari, meaning \"buy \")
Refers to the whole or part of the conception, promotion, distribution and sales process of a product or service.
From the Latin word advertere, meaning \"turn \")
Is a subset of marketing.
It is usually through paid advertising or commercial advertising to attract public attention to the product or service.
The more you understand the advertising messages you receive every day, the more precisely you can understand how advertising drives art, culture and communication.
A striking example is soap opera, which became popular in the 1930 s, as soap makers needed a way to reach out to the vast number of housewives with their sales information.
In 1966, Monkees TV shows and its accompanying bands were launched as marketing tools to make a profit on the rock boom and eyebrows
The Beatles have become a machine for improving goods.
Hollywood, in its 1980 s, has provided a stable diet. smash-shoot-\'n\'-
Summer films attract 13 lucrative filmsto twenty-four-year-
Population of elderly men
There may be a time when art, music, movies, radio and-yes-
The book starts with an idea and then looks for the audience.
But in the Age of Persuasion, art was driven by the market: the audience was recognized, and art and entertainment were conceived.
Not only to contact them, but also to contact them as consumers.
The era of persuasion began a century and a half ago, and the events that began quickly accelerated and expanded beyond daily life.
This is not the story of advertising.
At least it goes back to the ancient Babylonians-
But for the living, the growing, all
A modern culture of persuasion.
Its rise marks what a series of screenwriters call \"The Beat: The key event that drives the story forward \".
Unlike many critical moments of humanity, its origins can be traced back to a precise time and place --
To an inventor from Charlestown, Massachusetts, he dug up a disturbing fourword message. (
What did God do?
Samuel Finley. yes, Breese)
Morse is a painter, inventor, Professor, unsuccessful politician, philanthropist, entrepreneur.
When he sailed back to the United States from Europe in 1832, he thought of a device that could send electrical signals over wires for long-distance communication.
More than ten years later, in 1844, he had a design, and then he convinced the United States. S.
Congress funded his invention.
On Friday, May 24, Morse and Washington gathered all kinds of garbage. mucks in the U. S.
Show the supreme court how his device works.
He passed a sentence with his homemade Dot and Dash code, which was miraculously accepted by Baltimore\'s colleague, Alfred Ville, more than 60 kilometers away.
Miss Anne Ellsworth, a friend\'s youngest daughter, was fortunate enough to write this historic message, and she chose the fashionable Bible \"What did God do?
From the Book of Numbers, it describes God\'s blessing to the children of Israel.
However, in the context of Morse\'s invention, it may have a hint of irony.
It\'s like the word means \"kes!
What are we in?
\"Morse\'s telegraph machine has been praised for helping to narrow the world and achieve instant messaging across the continent, and decades later, it has allowed information to be transmitted around the world through trans-ocean cables.
This has also revolutionized marketing.
The Telegraph followed the European Industrial Revolution and, in North America, mechanized and expanded manufacturing.
Rural families have been attracted to urban work.
The growing factories produce products for the rapidly growing urban population.
With the rise of the 19 th century railway, goods can be transported by land to distant markets, so that there are more product options in the store.
How did the telegram fit into the picture?
It allows manufacturers to communicate instantly with newspapers in distant towns, buying ads to attract thousands of potential new customers. DOT . . . DASH . . . DOT . . .
According to Philadelphia businessman Werner Palmer, Morse started his historical career just one year after the birth of an agency, which is very correct, many manufacturers have neither the time nor the willingness to advertise in dozens of places --even hundreds-
Palmer provided his services as a middleman, bought a lot of advertising space in several newspapers, and then packaged it for sale to the business, which had to create information on its own. And so . . .
The advertising company was born.
The huge potential of the sexy new company did not prevent Palmer from hedging his bets: initially, when he continued to sell bonds, mortgages, real estate, he used the advertising business as a sideline, and coal.
Inspired by Palmer\'s success, such
Thoughtful advertising companies grow up like daisies, buying and selling a lot of advertising space in distant markets to expand --
Manufacturers with ideas
Big businesses and \"mass\" ads are gathered in an alliance, and people will feel their chatter throughout the 19 th century.
Clothing from companies such as P & G and later Coca-Cola
Coca-Cola was a pioneer of early mass advertising and quickly became an international idol.
Morse\'s invention not only narrowed the world;
It opens up a new era-
Alliance consumerism, let the overall development of marketing. blown industry. JOHN E.
The creative aspect of Kennedy\'s three little word ads, as you can see now, took root in the advertising agency Lord and Thomas\'s Chicago office in a wonderful spring of 1904.
Throughout the marketing industry, the legend of what happened is still sung in the ballad and told in the campfire.
There are many versions of what happened.
This is mine: Ambrose Thomas worked in his office that morning and a messenger brought him a note.
I\'m in the bar downstairs.
I can tell you what advertising is.
I know you don\'t.
Let you know what it is that means a lot to me and a lot to you.
If you want to know what the advertisement is, please write down the \"yes\" word of the Bellman. [signed]John E. Kennedy.
Ambrose Thomas does not want to collect wisdom from Yahoo in the bar downstairs, but this note has drawn interest from his young partner, 20four-year-
Old Albert Lasker
Six years ago, Lasker started at Lord and Thomas for $10. a-Office boy.
Now his annual salary is $52,000;
At that time, the average salary in the United States was 13 times, and today\'s money exceeded millions of dollars.
Lasker\'s many outstanding and one of alltoo-
The rare feature is that he realizes that he doesn\'t know much about advertising.
But he may feel the gift of Kennedy\'s marketing skills only through the courage shown by strangers downstairs, who scribbled such an arrogant note in front of the head of a large advertising company.
Lasker scribbled \"yes\" on the note and gave it back to the messenger.
A few minutes later, before Canada
John Ernest Kennedy is a tall, muscular man.
Lasker later described him as \"one of the most handsome men I \'ve ever seen in my life.
Kennedy self-introduction: he recently came over from racin, Wisconsin, where he wrote a copy of the advertisement for the Shoop family medicine company, which sells-of all things-
Popular snake oil.
Lasker invited Kennedy to share his definition.
Although the man had already impressed him, Lasker was impressed by Kennedy\'s integration into his magical third
Word answer: Marketing on paper.
Today, Kennedy may revise the phrase, first to eliminate gender, and then to start with radio and the Internet, including various advertising media, but his core ideas remain.
After so many years, it sounds ridiculously simple;
Advertising is about sales skills, which is taken for granted.
But the idea was a radical revolution in the 1904 s.
Before that, the pioneers of advertising simply invited or begged readers to visit their stores and buy their products.
So when Kennedy asked Lasker what he thought the ad was about, Lasker answered \"news \".
\"No,\" Kennedy said. \"News is a show skill, but advertising is a very different thing.
In Kennedy\'s view, this is to give people a \"reason\" to buy products \".
Lasker will keep these words in mind, and under his leadership Lord and Thomas will continue to change the advertising industry and become the champion of \"why\" advertising, a phrase still commonly used in the field of marketing.
In the absence of a Lord and Thomas copywriter earning more than $30 a week, Lasker bought Kennedy\'s $28,000 a year contract with Shoop family medicine and made himin-residence.
In two years, Kennedy\'s annual salary climbed to $75,000.
$7 million today).
In theory, Kennedy was hired as a copywriter.
In practice, Lasker spent a few months digging into Kennedy\'s advertising insights, which is three simpler than he seems to be.
The words implied by the declaration.
When he retired in 1938, Albert Lasker did a very good job with these courses: a famous philanthropist (
Through his Lasker Foundation)
He was the boss of the Chicago Cubs and is widely regarded as the richest advertising executive in history.
Kennedy suddenly left Lord Thomas.
A little grumpy-in 1906.
He was a moody genius and was seen by his colleagues.
The workers were rude and vain and could not accept criticism.
After his sudden departure, he first drifted to New York, where he ran his own company, and then, after World War I, he drifted to California. Use the land boom of the 1920 s.
He died of pancreatic cancer in a nursing home in Michigan in 1928, when he was almost forgotten in the advertising industry.
Even today, few people in my industry know the special genius of the father of modern advertising.
Kennedy introduced marketing skills into the equation, helping to develop advertising strategies, copywriting and design.
It is not enough for advertisements to appear only in printing;
The content of the advertisement, the image it presents, the feeling it evokes, the argument it makes, the unique product attributes it claims, is now considered an important part of success
According to Kennedy\'s teachings, Albert Lasker promoted advertising to simple, bald product statements and unlimited emotional fields, effectively attracting the right brain (
Is considered the headquarters of our emotions).
In the decades after that decisive meeting with the man in the bar below, Lasker ruled the Lord Thomas from a height.
Almost all the ads you see, hear and experience today, all the temptations that lead to you --
Intentional or unintentional
From one brand to another, rooted in the innovation revolution
Kennedy launched the attack with these three small words. (Continues. . . )