Download Valeria Graziani ENGL 200 Professor Kingsley Sunday, March 10

Valeria Graziani
ENGL 200
Professor Kingsley
Sunday, March 10, 2013
Journal # 2
Citation:
Sivulka, Juliann. Soap, Sex, and Cigarettes: A Cultural History of American Advertising.
Australia :: Wadsworth, Cengage Learning, 2012. Print.
Author:
Juliann Sivulka is Professor of American Studies at Waseda University in Tokyo,
Japan. She is the author of Stronger than Dirt: A Cultural History of Advertising Personal
Hygiene in America (2001) and Soap, Sex, and Cigarettes: A Cultural History of
American Advertising (1998). Sivulka holds a B.A. in Marketing from Michigan State
University, a B.F.A. and an M.F.A in Advertising Design from the Academy of Art
College in San Francisco, as well as an M.A. and a Ph.D. in American Culture Studies
from Bowling Green State University. She lives in Tokyo, which gives her an
international perspective on the current global advertising landscape. Before joining the
Waseda faculty in 2004, Sivulka was a professor at the University of South Carolina a
Fulbright lecturer in Japan (2001-2002), and a lecturer at the Academy of Art University.
A marketing communications expert, Professor Sivulka has also held corporate positions
and provided consulting services in the San Francisco Bay area.
Summary: (He/She says)
The source is a book about the impact of society, business and technological
advances on the evolution of American Advertising. From the first newspaper
advertisements, all the way to today’s online advertisement, the text explores how
advertising grew in America, how product brands came to be, and how
advertisements affected cultural trends and issues. For example, on page 70 of
the text, it says, “In 1870, Royal Baking Powder became the first advertiser to
feature a picture of its package in the ad” and throughout most of the text, it
states the importance of soap through the years and how it affected the public
and how it had changed from being used with animal oil to vegetable oil so it can
be transported long distances without spoiling (pg.72), and how it was now
important that people keep clean, the “cleanliness revolution”.
Summary: (I say)
The author states historical background on the history of advertising and how
brands became successful and even caused change in history. There is historical
background and concrete evidence to support my source and the concept of my writing.
The author did research on American history to create her claim to the history of
American advertisement and cited her sources. This source incorporates to my topic by
letting my readers know the historical background of advertisement and the first ways
people and shortly after the media at that time caused a shift in public behavior due to
advertisement. The author has assembled the research into a timeline throughout the book
to let readers get a clear grasp of the historical background. He she is appealing to the
Valeria Graziani
ENGL 200
Professor Kingsley
Sunday, March 10, 2013
historical aspect of how ads and consumerism came to be by setting the foundation for
today.
Quotes:
“Organizing new distribution often involved assigning the product a position in a
consumers’ mind with respect to competition, a practice called Positioning” (pg. 49) This
quote will help me better understand how advertisers worked back in the 1800’s and how
it has changed over the years. It’ll help me figure out how they marketed their product,
how they made their brand name, and how it was distributed.
“At the turn of the century, Coca-Cola shifted its sales focus away from health
benefits, making ‘refreshment’ the central theme of its advertisement. (pg.74) This quote
will help me understand how brands changed over the years, how they created their name
in history, how it came to be, and how people view it today. This quote helps me
understand the beginning of a large, successful brand such as Coca-Cola and show the
history of how it was able to survive for many years.
Evaluate:
This source contains various examples of how advertisement grew over the years
with different styles of reaching the public and the growth of consumerism. He
information mentioned in this source is very clear in the research the author made when
the author wrote the book. In the final essay I plan to give my reader a background on
how advertisement came to exist in the United States and how the foundations were set to
alter the way the public viewed products out in the market and how their behavior
changed due to the progression of advertisement over the course of history. This source
only covers the historical background of just the United States advertisement history. It
could be that in other countries the history and the approach to advertisement could be
different compared to this source. This author only stresses the historical background of
the United States, so yes this source could be a bit bias.