Please feel free to comment, critise or send us your additions and suggestions for future blogs; as a dealer, I also buy new material, send your offer to ads@srok.nl.

Commentaar en aanvullingen op deze blog zijn van harte welkom. Heeft u advertentie materiaal of oude tijdschriften waar u zelf niets meer mee doet, stuur dan een email naar ads@srok.nl. Voor mooi materiaal betaal ik een goede prijs. Heeft u zelf belangstelling voor oude advertenties, kijk dan eens in de on-line catalogus van SROK Ads op www.srok.nl of bij onze advertenties op Marktplaats.

zondag 9 februari 2020

Modern is not for everyone

Obviously, there are different strategies for reaching your target audience (or customer segment - more about that in a later blog). While there is definitely a substantial segment of the population that identifies with being modern, there is perhaps an even larger group that needs a different approach.

Mostly, advertisers use words and phrases such as 'old' [as in Old Grand-Dad, Old Forester, Old Crow, Antique (all bourbon), Old Dutch Cleanser], 'the way grandmother used to make it', 'Aunt Jemima', 'reliable', 'has been in use for two generations', 'since 1884',  etc.

This is mostly for products/companies that need a solid, reliable image, such as insurance companies and banks. You will also find it in household and food & drink advertising - perhaps because people are more drawn to food products that have been around for a long time, and have thus proven not to be dangerous.

It is rare to find it in automobile advertising, and I was surprised to come across an ad for National automobiles that actually addresses conservative people, see the illustration below.


National Motor Vehicle Company, Motor, May 1913

This ad is also quite indicative of the attitude towards women at the time, but we'll save that for another project :-). For now I'll just quote a few lines from the text:


The National is a "Button Car" that appeals to a woman

She touches one button and starts the motor. She touches another button to turn on the lights. ...Everything is immediately and safely under her control. Her gown, of coat or hands cannot come in contact with anything that can soil them.


[1] Modern Living series, for more info follow this link

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