The book Outdoor Advertising-the Modern Marketing Force of the the Outdoor Advertising Association of America, Inc. is divided in 3 interesting chapters: Function-The Medium- The Public
From the First Chapter: Function - Psychology of Outdoor Advertising ( pg 35) we read carefully :
From the First Chapter: Function - Psychology of Outdoor Advertising ( pg 35) we read carefully :
All Advertising Is Based on Human Nature. The purpose of advertising is always to influence human beings. The study, therefore, of the behavior of people is fundamental in any analysis of the working of any form of advertising. Human nature has not changed in thousands of years. Names and forms do change. Mankind invents amazing new machines, but the basic human traits remain as always. Men and women in their actions are guided now, as thousands of years ago, by instincts of self-preservation, nutrition, sex, and by qualities such as pride, curiosity, selfishness, imitativeness, etc. Likewise, the principles of selling never change, and these principles are also based on the same unchangeable factor Human Nature.
Jumping to the third chapter in the sub-chapter: Social influence of Outdoor advertising 3Oth President of the United States President Coolidge is quoted in his address before the annual meeting of the American Association of Advertising Agencies, October 27, 1926 supporting the aspects of "Good Advertising" as an Important Social Factor. From (pg 182) we read the following :
"When we stop to consider the part which advertising plays in the modern life of production and trade we see that basically it is that of education. It informs its readers of the existence and nature of commodities by explaining the advantages to be derived from their use and creates for them a wider demand. It makes new thoughts, new desires, and new actions. By changing the attitude of mind it changes the material condition of the people."
". . . . It is the most potent influence in adopting and changing the habits and modes of life, affecting what we eat, what we wear, and the work and play of the whole nation."
The following extract is more than enough to explain the vicious circle of consumerism pumped up by advertising methods.
"The uncivilized make little progress because they have few desires. The inhabitants of our country are stimulated to new wants in all directions. In order to satisfy their constantly increasing desires they necessarily expand their productive power. They create more wealth because it is only by that method that they can satisfy their wants. It is this constantly enlarging circle that represents the increasing progress of civilization."
Later on the chapter goes on to underline the importance of the picture as a medium: in The Educational Value of Pictures we discover more and more undoubted truths on the practice of Advertising :
In the old days, the suggestive power of pictures was well understood by religious and governmental authorities. History provides many instances when pictures were used to implant an idea or an image in the public mind. We have ,already commented on the fact that today the American people are more responsive to pictures than they have ever been. The Outdoor Advertising medium, therefore, stands as a powerful social influence with an eager, receptive audience (...)
In the same chapter Group Influence of outdoor advertising is also examined: Outdoor Advertising has an influence, not only on the individual, but also on the social group. Communities may enjoy, self-expression as well as individuals, and through that element, called by psychologists "contagion," an entire city or town may respond to advertising suggestions as a group.
Going back to the power of the picture this chapter quotes the words of a certain bishop Dr. H. Hensley Henson Bishop of Durhamin his sermon before the members of the Associated Advertising Clubs of the World, in Westminster Abbey.
"In an earlier and simpler age, the frescoes and painted windows of the churches taught the unlettered multitude through the eyes and diffused throughout the community the appreciation of art and a sense of beauty."
"In the modern world, a similar role is played by the advertisements which, vast and colored,covering walls and hoardings, are for the masses of modern Christendom a potent didactic influence and a subtle continuing influence from which they cannot escape. Brethren, it is difficult to overestimate the power to fashion taste and to shape opinion which belongs to the modern advertiser."
In Chapter 2 : The Medium on Electric Light Displays we scroll through the text picking up bits and pieces on the Power of Electric Light Displays:
Spectacular Electrics are the large flashing displays seen on Broadway, New York, in Chicago, Atlantic City, and many other cities.(...) A Spectacular Display is an Outdoor Advertising unit which delivers the advertiser's message by means of characters, designs, and letters, studded with incandescent lamps. (...) Some are gigantic, and others, although small,are effective because of their unique position. Life-like motion and striking action are produced by means of mechanical flashing devices which throw on and off electric current in the different lamp circuits forming the design, this operation creating illusions of moving figures, etc.
Moving objects, light, and color always catch the eye. The entire display, a changing beautiful blending of moving light and colors, is practically always the most attractive and interesting object within the view of the people who throng the city streets and squares at night. The first and most important attribute is the ability of these advertisements to attract= attention. The second attribute is Circulation because as just stated, these structures are placed only where the traffic is unusually large at night.
Spectacular Electric Displays make a deep and lasting impression upon all who see them. It has been noted, time after time, that they stay in the memory longer than any other form of advertising. People think they actually see them long after they have disappeared.(...)
The chapter goes on to explain on how and why electric lights are used as well as features on their better designing. Black and white pictures of these early forms of Media Facades are also in the disposal of the reader...
The Whole Table of Contents is as follows:
TABLE OF CONTENTS
FUNCTION
Advertising and Modern Merchandising
Economic Aspects of Outdoor Advertising
Psychology of Outdoor Advertising
THE MEDIUM
General Attributes of Outdoor Advertising
Outdoor Advertising Copy and Design
Color in Outdoor Advertising
A Bird's-eye View of Outdoor Advertising
Technique of Spectacular Electric Displays
Technique of Painted Bulletins and Painted Walls
Technique of Poster Advertising
THE PUBLIC
Social Influence of Outdoor Advertising
Outdoor Advertising and Art
Outdoor Advertising and the Community
Glossary
