Advertising Age - 28 March 2011 by Abbey Klaassen (Editor)

By Abbey Klaassen (Editor)

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Audience intellectuals were made up of two sub-groups of professionals who often worked together: advertisers/marketers, including copywriters, who worked at advertising agencies and academics who worked as professors of advertising and economics at universities; and university-aYliated social scientists, especially psychologists and sociologists, who specialized in quantitative and psychological interview techniques. qxd 1/14/2004 10:18 AM Page 19 T H E P S Y C H O L O G Y O F RA D I O A D V E RT I S I N G 19 Tide constituted the publishing nexus for most advertising professionals.

34 The ads presented here, however, paint a much less rosy view of capitalism—or at least of the modern condition. ” Altogether, these ads remind listeners that their world is full of domestic drudgery (White Naptha and Duz), anxiety (Nervine), and alienation (Solitaire), and that it is unhealthy and potentially dangerous (Ipana toothpaste and all cigarette ads). Did listeners react to the negativity presented in radio ads? Many ads were structured to anticipate just such a reaction. ” Of course, the announcer went on to say quite a few words about the laxative with a peculiar name: Friends, one of the products that makes it possible for us to present Fred Allen .

29 Radio advertisements had to construct the problem for the listener before they could oVer the product as the solution. In the following commercial for Ipana toothpaste, the listener is urged to feel anxious about “Xabby” gums, about eating “soft foods,” and about having a less-than-lovely smile: For the sake of your smile, look at your toothbrush tonight. Does it show a faint tinge of pink? That’s a warning signal [police whistle]. That’s pink toothbrush, and you’d better see your dentist about that.

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