Artifact Paper- 7UP and Early Advertising
February 17, 2011
Advertising as it is known today finds its roots in the industrial expansion of the 1880s. The mass production and the lowering of prices on consumer goods meant that more items were available to more people than ever before. The construction of the transcontinental railroads provided a national market for a company's goods. Advertising a product changed from simply announcing the existence of a product in a dull, dry fashion to persuading the public they needed and deserved to own the product. By developing repeat customers, advertising also helped build brand loyalty for the company. Brand loyalty helps sell other existing and new products to these same customers. |
At the peak of the 1920’s, new industries were emerging in the consumer culture which in turn sky-rocketed the advertisement business. Technological advances in consumer culture included the “emergence of the radio, automobiles, chemicals, movies, drugs, and electrical refrigeration.” Advertising became pivotal at this point because so many new products and services were beginning to be offered. Brand recognition and buying on installment plans also surfaced during the era and became essential to consumer spending and economy. Seven Up was a new company and a new product and relied heavily on advertising to make the product profitable. Originally named "Bib-Label Lithiated Lemon-Lime Soda", 7 Up was launched two weeks before the Wall Street Crash of 1929. The product's name was soon changed to 7 Up some three months later. The Great Depression was just the beginning of the business challenges the product would face. In its early years, “there were around 600 lemon-lime beverage brands being sold in the US.” “7 Up was able to survive and become the market leader in the category by being one of the first to be nationally distributed as well as being marketed as healthier than other soft drinks.”...