The origins of brands and modern advertising: Soap's advertising campaigns

Detalhes bibliográficos
Autor(a) principal: Rosa, António Machuco
Data de Publicação: 2015
Tipo de documento: Artigo
Idioma: por
Título da fonte: Signos do Consumo
Texto Completo: https://www.revistas.usp.br/signosdoconsumo/article/view/112203
Resumo: In this article, it is analyzed the emergence of brands and modern advertising through the example of advertising campaigns of soap in the early twentieth century. The campaigns of Woodbury’s and Lux are analyzed, stressing the role that the advertising agency J. Walter Thompson had in these campaigns. It is shown that in the early twentieth century there were already two major trends in advertising campaigns, "reason why" advertising and “emotional” advertising. It is finally shown how these two trends are related to two conceptions of the role of trademarks.
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spelling The origins of brands and modern advertising: Soap's advertising campaignsAs origens das marcas e da publicidade moderna: As campanhas publicitárias de sabões e sabonetesLos orígenes de las marcas y la publicidad moderna: Las campañas publicitarias de jabonesadvertisingbrandsWoodbury'sLuxsemiotic triangle.publicidademarcasWoodbury’sLuxtriângulo semiótico.In this article, it is analyzed the emergence of brands and modern advertising through the example of advertising campaigns of soap in the early twentieth century. The campaigns of Woodbury’s and Lux are analyzed, stressing the role that the advertising agency J. Walter Thompson had in these campaigns. It is shown that in the early twentieth century there were already two major trends in advertising campaigns, "reason why" advertising and “emotional” advertising. It is finally shown how these two trends are related to two conceptions of the role of trademarks.Neste artigo é analisado o surgimento das marcas e da publicidade moderna através do exemplo das campanhas publicitárias de sabões e sabonetes no início do século XX. Serão analisadas as campanhas de Woodbury’s e de Lux, sublinhando-se o papel que a agência J. Water Thompson teve nessas campanhas. Mostra-se que no início do século XX já existiam duas grandes tendências na criação de campanhas publicitárias, a publicidade “reason-why e a publicidade “emocional”. Mostra-se finalmente como essas duas tendências estão associadas a duas conceções sobre o papel das marcas registadas.En este artículo, se analiza la aparición de las marcas y la publicidad moderna a través del ejemplo de las campañas de publicidad de jabón a principios del siglo XX. Se analizan las campañas de Woodbury’s y Lux, haciendo hincapié en el papel que la agencia de publicidad J. Walter Thompson tenía en estas campañas. Se muestra que a principios del siglo XX ya existían dos tendencias principales en las campañas de publicidad, la publicidad llamada "reason why," y la publicidad "emocional". Se muestra, por último, cómo estas dos tendencias están relacionadas con dos concepciones del papel de las marcas.Universidade de São Paulo. Escola de Comunicações e Artes2015-12-15info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo não avaliado pelos paresapplication/pdfhttps://www.revistas.usp.br/signosdoconsumo/article/view/11220310.11606/issn.1984-5057.v7i2p118-139Signos do Consumo; v. 7 n. 2 (2015): Consumo, perspectivas mercadológicas e socioculturais em foco; 118-1391984-5057reponame:Signos do Consumoinstname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/signosdoconsumo/article/view/112203/110197Copyright (c) 2018 António Machuco Rosainfo:eu-repo/semantics/openAccessRosa, António Machuco2019-04-01T12:55:40Zoai:revistas.usp.br:article/112203Revistahttps://www.revistas.usp.br/signosdoconsumoPUBhttps://www.revistas.usp.br/signosdoconsumo/oairevistasignosdoconsumo@usp.br||revistasignosdoconsumo@usp.br1984-50571984-5057opendoar:2019-04-01T12:55:40Signos do Consumo - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv The origins of brands and modern advertising: Soap's advertising campaigns
As origens das marcas e da publicidade moderna: As campanhas publicitárias de sabões e sabonetes
Los orígenes de las marcas y la publicidad moderna: Las campañas publicitarias de jabones
title The origins of brands and modern advertising: Soap's advertising campaigns
spellingShingle The origins of brands and modern advertising: Soap's advertising campaigns
Rosa, António Machuco
advertising
brands
Woodbury's
Lux
semiotic triangle.
publicidade
marcas
Woodbury’s
Lux
triângulo semiótico.
title_short The origins of brands and modern advertising: Soap's advertising campaigns
title_full The origins of brands and modern advertising: Soap's advertising campaigns
title_fullStr The origins of brands and modern advertising: Soap's advertising campaigns
title_full_unstemmed The origins of brands and modern advertising: Soap's advertising campaigns
title_sort The origins of brands and modern advertising: Soap's advertising campaigns
author Rosa, António Machuco
author_facet Rosa, António Machuco
author_role author
dc.contributor.author.fl_str_mv Rosa, António Machuco
dc.subject.por.fl_str_mv advertising
brands
Woodbury's
Lux
semiotic triangle.
publicidade
marcas
Woodbury’s
Lux
triângulo semiótico.
topic advertising
brands
Woodbury's
Lux
semiotic triangle.
publicidade
marcas
Woodbury’s
Lux
triângulo semiótico.
description In this article, it is analyzed the emergence of brands and modern advertising through the example of advertising campaigns of soap in the early twentieth century. The campaigns of Woodbury’s and Lux are analyzed, stressing the role that the advertising agency J. Walter Thompson had in these campaigns. It is shown that in the early twentieth century there were already two major trends in advertising campaigns, "reason why" advertising and “emotional” advertising. It is finally shown how these two trends are related to two conceptions of the role of trademarks.
publishDate 2015
dc.date.none.fl_str_mv 2015-12-15
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo não avaliado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/signosdoconsumo/article/view/112203
10.11606/issn.1984-5057.v7i2p118-139
url https://www.revistas.usp.br/signosdoconsumo/article/view/112203
identifier_str_mv 10.11606/issn.1984-5057.v7i2p118-139
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.usp.br/signosdoconsumo/article/view/112203/110197
dc.rights.driver.fl_str_mv Copyright (c) 2018 António Machuco Rosa
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 António Machuco Rosa
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
dc.source.none.fl_str_mv Signos do Consumo; v. 7 n. 2 (2015): Consumo, perspectivas mercadológicas e socioculturais em foco; 118-139
1984-5057
reponame:Signos do Consumo
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Signos do Consumo
collection Signos do Consumo
repository.name.fl_str_mv Signos do Consumo - Universidade de São Paulo (USP)
repository.mail.fl_str_mv revistasignosdoconsumo@usp.br||revistasignosdoconsumo@usp.br
_version_ 1797068855915315200

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