, , ( , ). Curtis Publishing Company , , , .
( XIX - XX ). Uneeda NationalBiscuitCompany. Ayer & Sons. (1898). 1899 . Ayer & Sons . NationalBiscuitCompany - Ayer & Sons, , . Ayer & Sons - Uneeda ( You-need-a -), - Lestyonforget, wesayityet, Uneedabiscuit ( , Uneeda).
, - NationalBiscuitCompany , . , . - , - Uneeda , , , . Uneeda . - 100 , 33 .
. [3]. , , , . XIX - XX , ., . , [4]. , , -, . , . , .
XIX . , , . . , , , . . , . , . . , , , , -, -, - , . , , . . - , , , . . , , . , , . , . , , . , . . , , , , .
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. XX . XX . ( ) .
, , , . . . 40- - 50- ., , , , , , . , .. . . , , . . , , , , .
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. , , , . , . ( ) . Cadillac , , Rolls-Royce - . .
. 50-60- , , , , . , . , , , - , . , .
: , , , , .
. , , . . , , . . . [5]. , , . , , : , , , .
60-70- - . . , . XX , . - , . .
. .
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60-70- . 70-80- . , . , . , , , , , . Volkswagen (Think small) Avis (We try harder). . , . . - . . : (Reis, Trouf, 1986). , , , . . . , , , , . , . , .
. 80- , . . , .
( 80- ) . 1986 . Doyle Dane Bernbach (DDB -) Needham Harper Worldwide ().[6] 1986 . Omnicom Group - - BBDO Worldwide, DDB Worldwide TBWA Worldwide. - DDB, BBDO Worldwide TBWA Chiat Day, 80-90- Omnicom , .
80- - 90- - , . , . . . . - . - .
2. XX
XX . - XX $50 . 1870 ., $500 . 1900 ., 1929 . $3,5 . : , , , , -, , . , , .
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XVIII - XIX . , , -, . XX . -, -, , . , , . 95% . .
, -, , .
XX . : N.W. Ayer & Son, J. Walter Thompson (JWT), Lord & Thomas (L&T), - Batten, Barton, Durstine & Osborn (BBDO), Young & Rubicam (Y&R), Bates Agency, D'Arcy. N.W. Ayer . 1923 . - Young & Rubicam. 1928 . - Barton, Durstine & Osborn George Batten Co., BBDO - Batten, Barton, Durstine & Osborn. $32 , BBDO . , , , , D'Arcy.
N.W. Ayer & Son. , 1869 ., N.W. Ayer & Son, . Uneeda National Biscuit Company, N.W. Ayer & Son 1899 ., . , , . , , . 1900 . , . N.W. Ayer RJR (.. ), Camel, 1915 . Ayer & Sons.
Steinway. The instrument of the immortals. Ayer & Sons. 1919. A&S . . Steinway. . . Steinway & Sons , .. . . , Steinway , : . , , . , [7]. , , .
. , : , , , . , - , , . [8]
, , . 70%. Steinway . - 100 , 71 .
.. - , . : , , . : , , ... , , . , . " " " " . : . E.R.Squibb.
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J. Walter Thompson - JWT. XX . 1864 . - Carlton & Smith. , , . 1878 . $500 . . , . , , , ( ) . . JWT . 1890- , .
1911 . Woodbury. , : "The skin you love to touch"(, ). . ( ) : 10 . . Ÿ - 8 Woodbury 1000%. 100 XX 31 .
Pond's, testimonial - , .
Pond's , 20- testimonial. , , -, - , - . , . , . .
1916 . . JWT $500.000 , . , . JWT .
1921 . . , , . 1924 . - JWT. JWT . , . , , - , , , , . , , , . , . . , , , , . , , . , . .
J. Walter Thompson ., , . 1922 . $10,7 . $37,5 ., , .
20- JWT , , . . JWT . , -. 1927 . General Motors JWT , , , , , . JWT - . 1930- 1940- , Kraft -, Lux, Sanborn - .
Lord&Thomas - L&T. Lord&Thomas . (1880-1952)., . L&T . . : , . Ÿ , , . , - L&T, L&T . L&T . XX . . , - .
1904 ., L&T, , - ( ), $15 . L&T . . . , (Salesmanship in print). . . . : . , 1906 ., 90% , .
. L&T . " ?" , . , , . -. , - $20 .
. L&T . , , . , . : - . , . . Van Camps. . - , . , , , .
. , . , 94% . ., . , . 16 , . , : .
, , . .
$100 Van Camps . : 856 , , .
Van Camps - : - Van Camps!. .
Van Camps, . - , . . 1,46 . - . Van Camps - 97% . $ 175 . .
, , . , , , .
, -. , , (1923 .). , : , ... . , . , [9]. , . , - . : .
Batten, Barton, Durstine & Osbome (BBDO). 1919 . BDO - ( ), ( ) ( ). 1924 ., , BDO . 1929 . $28 . . General Electric, General Motors Alexander Hamilton Institute.
Batten, 'Barton, Durstine & Osbom, (Alex Osborn) . BBDO, , , , , . , , , , , . , . , BBDO. . BBDO 10 , - . . . , , , . . . . , 144 , .
D'Arcy. 1906 . ' -, . - Gardner Advertising Western Advertising Co., ' 1901 1906 . , ', - Coca-Cola -. Coca-Cola . , 1906 . ' Coca-Cola , . , . ' - "-" . $1,5 . Coca-Cola . , Coca-Cola $3 . 1906 $25 . 1907-. D'Arcy Coca-Cola. 49 .
"The pause that refreshes (, ). 1929. 20- The Coca-Cola Company -la . ' - -la . ! : . . , "The pause that refreshes (, !). 1929 ., -. -la . $14 . 1934 . $29 . 1940 . 30 -la. 90- .
, ' -la, -. " -" - D'Arcy -la . - . - 1931 - , -la .
Young & Rubicam- Y&R. - . 1919 . Ayer & Son, . . - . - . 1922 . - - , . 1923 . . . , , . Y&R - . . - . , , - , . , , , . . . . 1928 . , , , . , . . 1930 . Ayer & Son Y&R -, , . , Y&R , . Y&R , Borden. . . .
XIX . . (1837-1919), , (Reason why). , . , , , . , , , . : , , [10]. , . , , : , . , , 21 . . - .
(1864-1928) , - . . . , 30- . -, .. . , , , . , . , ( ).
(1866-1932). , , , : , .
Schlitz , . , - . , 1018 , . Schlitz: ! (Washed with Lived Steam!). . , , , ,
- (1872-1940). . - , 1910-1915 . , , Cadillac, General Motors. "The penalty of leadership" ( ). - , Cadillac . Saturday Evening Post 2 1915 . .
, , . , . , , . . ... , , - ... . - . , , , . , , , , . , , .[11]
. , , , , , . , , , - . Cadillac 50% . , General Motors . , - . . - 100 , 49 .
, - , - . . -, , . -, . - .
1908 . JWT (1886-1964) -, -. . 1911 . - Woodbury, .
(1892-1978). Steinway. , , . , , , , . , , .
, -, , -, . : , . . . Harvard Bok Award.
1925 . Y&R , . . : . (Teeth can't train on mush).
- BBDO (1900-1990) . 1925 . : , , ! 1932 . , . , , . , .
. -, . 1928 . (Green Giant - GG), . , . , - . : .
. (Jolly Green Giant), . - , , - , . . , . -, , . , GG.