Finance & Loans
Mad Men and American Advertising
May 2, 2014 by admin · Leave a Comment
This article was written by Samuel Phineas Upham
Mad Men is a popular AMC television show about a group of advertising executives at the transition of the 70s. It begins in the 60s, going through famous events that include the assassination of JFK, but the show focuses on the work the agency does. From the sales process to fulfillment, Mad Men chronicles the tumultuous times of the 1960s through its advertising campaigns.
Prior to the 1950s, advertisers essentially tested out logical arguments on consumers and prodded them for that one that would make them say yes. It was akin to psychological abuse.
It was not until David Ogilvy came to Madison Avenue that the narrative craft of advertising started to take shape. Ogilvy was infamous for dressing his models in character. Bill Bernbach, who hired women, beatniks and immigrants to bring a different perspective to his own work.
It was an age of wit, of being honest and relaxed.
The famous “Think Small” ad of Volkswagon is a good example. The ad is self-deprecating, casting German engineers as detailed to a fault, but it also gives the car some character. The viewer is forced to look closer at the car, which makes them consider more detail.
It was the beginning of the “friendly corporate face.” These ads were creative and inspiring, putting people into the ad themselves. They were immersive, and played off of our emotions. It was also the first time that executives considered the potential value behind the story of a brand.