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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.