ADVERTISING

1. The Home of Advertising

In 1729 Benjamin Franklin published the

Pennsylvania Gazette in Philadelphia with
pages of "new advertisements." By 1784
The Pennsylvania Packet & Daily
Advertiser, America's first successful daily
newspaper, starts in Philadelphia.
 Many publications banned advertising
while others limited the space to one
column width. However by 1870 there
were over 5,000 newspapers in
circulation which carried advertising
and the demand for advertising
services was rapidly growing.
 Banyak media publikasi yang melarang
iklan, sedangkan yang lain terbatas
hanya untuk satu ruang/ kolom lebar.
Namun di tahun 1870 ada lebih dari
5.000 sirkulasi surat kabar yang
memuat iklan dan permintaan untuk
layanan iklan tumbuh dengan cepat.
2. Newspaper Advertising Agents

Early advertising agents were

essentially resellers of newspaper
space. The field had a shady reputation
from the unscrupulous practice of
buying large blocks of newspaper
space at a discount and reselling tiny
bits at highly inflated prices.
 The strategy of early advertising was to
convince the buyer of the quality of the
product. A flattering illustration of the
product, numerous descriptions
extolling its virtues or testimonials
from prominent citizens were
commonly used. Later product claims
gave way to elaborate stories of
purchases that rewarded the buyer with
success, popularity or romance.
 The Science of Advertising
Psychologist and professor Walter Dill
Scott introduced the study of
psychology as an important element in
advertising in his book The Psychology
of Advertising in Theory and Practice
(1902). As part of his work he
questioned consumers about their
reactions to various advertisements
the beginning of market research.
 Psikolog dan profesor Walter Dill Scott
memperkenalkan studi psikologi
sebagai unsur penting dalam
periklanan dalam bukunya The
Psychology of Advertising Theory and
Practice (1902). Sebagai bagian dari
karya-karyanya ia menanyai konsumen
tentang reaksi mereka pada berbagai
iklan inilah awal riset pasar.
 In the advertising magazine, Printers Ink, he
declared "The successful advertiser, either
personally or through his advertising
department, must carefully study
psychology. He must understand how the
human mind acts. He must know what repels
and what attracts. He must know what will
create an interest and what will fall flat. He
must be a student of human nature and he
must know the laws of the human mind."
 Dalam majalah periklanan, Printers Ink, ia
menyatakan "pemasang iklan yang berhasil,
baik secara pribadi atau melalui departemen
periklanan, harus mempelajari psikologi
dengan seksama. Dia harus mengerti
bagaimana pikiran manusia. Dia harus tahu
apa yang tidak diinginkan dan apa yang
menarik perhatian orang. Dia harus tahu
segala hal tentang jiwa manusia.
 Ernest Elmo Calkins's Business Triangle
from The Art of Modern Advertising, 1905.
Caukins made the link between
advertising and the consumer, retailer and
manufacturer.
 "The mediums have been analyzed and
classified; the goods manufactured,
wrapped and named with a better idea
of the purchaser's habits and needs,
the consumers located and studied;
their purchasing power tabulated; their
shopping habits ascertained."
 Medium periklanan dianalisis dan
diklasifikasi; a. barang diproduksi,
dibungkus dan diberi nama dengan ide
yang lebih baik yang berasal dari
kebiasaan pembeli dan kebutuhannya,
2. konsumen dipetakan dan dipelajari;
membuat tabel daya beli mereka ; lalu
kebiasaan belanja mereka dipastikan. "
 "American forged from her press a
power which has made her shop
keeping the most wonderful in the
world. The shop and the newspaper
joined forces and the result is modern
advertising." ...Caukins
 Orang- orang Amerka ditempa oleh
kekuatan badan penerbitan yang
membuat toko-toko di sana menjadi
yang paling indah di dunia. Toko dan
koran bergabung, hasilnya adalah
periklanan modern. "... Caukins
 Caukins's diagram illustrated the necessity
for successful modern manufacturers to
utilize both an identifiable trademark and
advertising to directly reach potential
customers. The customers would then
request the advertised products from their
retailers and remove the intermediaries
jobber, wholesaler, etc who previously
determined what products would be carried
by the retailer.
 Diagram Chaukin menggambarkan perlunya
menggunakan manufaktur modern, baik
dengan menngunakan merek dagang yang
teridentifikasi, ataupun iklan langsung yang
menjangkau pelanggan potensial. Para
pelanggan kemudian akan meminta produk
yang diiklankan dari pengecer dan
menghapus perantara-pemborong, grosir, dll
yang sebelumnya menentukan produk apa
yang akan dibawa oleh para pengecer.
Acknowledge Advertising
 "Though graphic design as we know it
today originated in the late 19th century
as a tool for advertising, any
association with marketing, advertising
or capitalism deeply undermines the
graphic designer's self image
 "Meskipun desain grafis seperti yang
kita kenal sekarang berasal dari akhir
abad ke-19 dan digunakan sebagai alat
untuk iklan, setiap perusahaan yang
memiliki marketing, periklanan atau
kapitalisme sangat merendahkan peran
seorang Desainer Grafis
 Graphic Design History is an integral
part of advertising history, yet in most
accounts of graphic design's origins
advertising is virtually denied, or
hidden behind more benign words such
as "publicity" or "promotion." This
omission not only limits the discourse
but misrepresents the facts
 Sejarah Desain Grafis adalah bagian
integral dari sejarah periklanan, namun
dalam banyak cerita tentang iklan,
peran desain grafis ini hampir
ditiadakan, atau secara halus
disembunyikan di balik kata-kata
seperti "publisitas" atau "promosi."
Kelalaian ini tidak hanya membatasi
wacana tapi juga menggambarkan
fakta yang salah kaprah.
 It is time for graphic design historians,
and designers generally, to remove the
elitist prejudices that had perpetuated a
biased history." Stephen Heller, p.294
 Heller points out that in 1922 William
Addison Dwiggins first used the term
"Graphic Designer" while describing
his diverse practice of book, type and
advertising design
 For those of you who watch Mad Men you may
recall Don Draper and his process of
conceptualizing the "It's Toasted" campaign. The
slogan was actually already in existence many
decades before the imaginary 60's TV show as
seen at the base of the Lucky Strike ad (left)
aimed at women. Here we see the cigarette
offered to women as an aid for weight loss. All
part of the decades old campaign to reinforce
the mandate that women must stay slender at all
costs.
 Bagi anda yang menonton Mad Men Anda
mungkin ingat Don Draper dan proses
konseptualisasi "Ini Toasted" kampanye. Slogan
itu sebenarnya sudah ada puluhan tahun
sebelum TV show tahun 60 tersebut, seperti
yang terlihat di bawah iklan LUCKY STRIKE
yang ditujukan untuk perempuan. Di sini kita
melihat rokok ditawarkan kepada perempuan
sebagai bantuan untuk penurunan berat badan.
Semua bagian dari kampanye lama ini untuk
memperkuat konsepsi bahwa perempuan harus
tetap ramping setiap saat.
 Art Direction
 "The economic interdependence of
magazines and advertising was
reflected in the similar design of the
editorial and advertising pages. Each
had headlines, text columns and some
kind of illustration
 Ketergantungan ekonomi pada
majalah dan iklan ini tercermin dalam
desain serupa editorial dan halaman
iklan. Masing-masing memiliki judul,
teks kolom dan beberapa jenis ilustrasi
 As journalism and advertising depended
increasingly on imagesthe 'art'
elementtheir reproduction and the layout
as a whole became the responsibility of an
'art director.'
 In America, art direction proceeded the
profession of graphic design.
Americans looked to Europe for
modern culture and sophistication."
The influx of European art directors
and artists would greatly influence
graphic design.
 Di Amerika, Pengarah Seni (Art
Director) melanjutkan profesi desain
grafis. Amerika memandang ke Eropa
untuk budaya modern dan canggih.
"Masuknya Art Director dari Eropa dan
Senimannya akan sangat
mempengaruhi desain grafis.
 Dr. Mehemed Fehmy Agha
American Vogue
 Agha introduced the use of double
page spreads ("rather than a sequence
of single pages"), Constructivist
compositions, bleeds, and the use of
famous illustrators and photographers
in advertising.
 CIPE PINELES
 As a young woman she worked under
Dr. Agha at Vogue but later became
"The first autonomous woman art
director of a mass-market American
publication (Seventeen.)"
 Alexey
Brodovitch
 Brodovitch's talents were to develop
rapidly in several directions, finding their
application in everything from drawing to
interior design to experimental graphic
design.
 HERBERT
BAYER
 Americans : No Manifestos but Plenty
of Wit and Enthusiasm
 PAUL RAND
"If you want to be as good as Rand,
don't look at Rand; look at what Rand
looks at" Danziger
Lester Beall

A self-taught designer, Beall was one of

the first American's whose work was
shown in the influential German
magazine, Gebrauchsgraphik. Beall's
body of silkscreen posters for the Rural
Electrification Administration during
the Depression projected a simple and
clear theme of a new American frontier
for energy and growth potential."
 Bradbury Thompson

Bradbury Thompson's mark is

impeccable taste applied with great
elegancean elegance of simplicity,
wit, and vast learningand an intimate
knowledge of the process of printing,
always with style, with informed taste.
 Ciri khas Bradbury Thompson adalah
kesempurnaan rasa yang diterapkan
dengan sangat elegan- keanggunan
kesederhanaan, kecerdasan, dan
pengetahuan yang mendalam tentang
proses pencetakan, selalu dengan
gaya, dengan sentuhan rasa.
 Louis Danziger

His design exemplifies the diversity of

Modernism and his teaching promotes
the diversity of design.
 TOBE CONTINUED..