"To grammarians, a verb is the strongest part of speech, but not to radio advertisers. In a survey of 15 national radio programs, the entertainment weekly VARIETY has found that adjectives receive the most voice emphasis and the most repetition. On one program, 28 adjectives were spoken in 15 minutes."
"American advertising struck pay dirt when it discovered the super salesgirls whose irresistible allure will sell anything from a bar of soap to a seagoing yacht...Always there was the secret whisper of sex. For women it was, 'Be lovely, be loved, don't grow old, be exciting'... For men it was, 'Be successful, make everyone know that your successful, how can you get women if your not successful?'"
It was said to be the lowest form of advertising - when ad copy on TV or radio productions was disguised as theatrical content. It was widespread and it was called clouting.
The Selling of the President is about the role of television in the Republican efforts to elect Richard Nixon president in the 1968 election. Written over forty years ago by Joe McGinnis, the book was an instant classic as it addressed the matter of "packaging a candidate" for a political contest in the same manner products are promoted for the marketplace:
"McGinnis concludes that 'On television, it matters less that [the candidate] does not have ideas. His personality is what the viewers want to share...'"
•• Watch One of the 1968 Nixon Campaign Ads ••
If advertising is defined as the craft of convincing people they want something that they actually don't care for, then World War II proved to have been the perfect challenge to the ad men of the 1940s. The wordsmith who penned this article regarding home front advertising chortled loudly when he saw the manner in which the bloodiest brawl in history was being marketed to the American consumers.
"Advertising has gone to war... and the advertising profession not only knows what we are fighting for; it knows down to the last uplift bra, what we want when we come home...It is the copywriters of advertising who nurse the carefully guarded secret that this war is, in reality, a luxury cruise."
Articles about the importance of fashion models in 1940s advertising can be read here.
This column praises those brainiacs of Madison Ave who obsess over single syllable words (and sounds) in an effort to propel their client's product to the tip-top of the profit-pantheon.
"The right name can zoom a product into a commercial success. The wrong one can wreck its sales and waste the advertising dollars spent promoting it... If one day you hear of a product called 'Heck' or 'Gosh', don't be surprised. Slang is more popular than the king's English in product naming. Again, it's because you use it more naturally. Newest proof of this came after the phrase 'poof - there goes perspiration' (a TV commercial for Stopette spray deodorant) made 'poof' a new American slang word."