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Actor Effect: A Study on Historical Figures Who Have Shaped the Advertising Narration
Abstract
A few advertising masters shaped the advertising industry and each pioneered distinctly different principles of advertising. Legendary advertising masters in advertising history - each with a distinctive style and discourse, created advertising narration on different issues. Albert Lasker created narration on salesmanship in print and reason-why advertising, Claude Hopkins on scientific advertising and pre-emptive claim, John Emory Powers on honesty and plain speaking copywriting, John Wanamaker on retailing, consumerism and effectiveness of advertising, William Bernbach on simplicity, originality and creativity of advertising perception, David Ogilvy on brand image, big idea and creative salesmanship, Leo Burnett on common touch, dramatic realism in advertising and visual imagery icons. By focusing on the story of some great advertising legends mentioned above, this study tries to examine how they have defined and shaped advertising history into the exhilarating one and how they have revolutionized the way business sells its products and consumers perceive the brands.
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