The Role Of Advertising In The Early Twentieth Century
The early twentieth century carved the way for the future of advertising, as there was a rise of new marketing techniques and an even more pronounced abundance of material wealth. In the United States, advertising became a vital industry which raked in millions of dollars, as it sold products, marketed technology and publicised film. However, in the late 1920s, it was estimated the United States spent three times as much money on advertising than Germany, which suggested that the Germans did not have the same willingness to invest in advertising as the Americans did. German intellectual, Ernst Lorsy, reflects ironically on the would-be Americanisation of Germany by using the consumption of chewing gum, particularly the American manufacturer
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Although Wrigley did become an extremely popular and preferred chewing gum brand by the Germans, advertising of the gum in Germany was not as established and widespread as in America, with Lorsy stating ‘just wait until the German chewing gum advertisements, today still in the infancy of half-finished texts from across the sea, reach the level of the American ads…’. Although this statement suggests that advertisement for the product was yet to be ubiquitous, it does not deny the inevitability that one-day Germany’s advertising techniques, for not just chewing gum but also all products, will adopt the tactics of the Americans. Similar to many other German commentators of the twentieth century, Lorsy had European arrogance in relation to American ‘mass culture’ by mixing it with sketchy amusement towards America’s undeniable economic achievements and advertising practices. Mass marketing and advertising techniques used by America triumphant the spread of American products, values and movies in Britain’s consumer culture. It saw an open-minded change, as there was a willingness to adopt American advertising sloganeering. J. Walter Thompson, which operated in London since 1919, was the biggest and most powerful advertising agency in Britain, but there is no surprise that Americans
Although Wrigley did become an extremely popular and preferred chewing gum brand by the Germans, advertising of the gum in Germany was not as established and widespread as in America, with Lorsy stating ‘just wait until the German chewing gum advertisements, today still in the infancy of half-finished texts from across the sea, reach the level of the American ads…’. Although this statement suggests that advertisement for the product was yet to be ubiquitous, it does not deny the inevitability that one-day Germany’s advertising techniques, for not just chewing gum but also all products, will adopt the tactics of the Americans. Similar to many other German commentators of the twentieth century, Lorsy had European arrogance in relation to American ‘mass culture’ by mixing it with sketchy amusement towards America’s undeniable economic achievements and advertising practices. Mass marketing and advertising techniques used by America triumphant the spread of American products, values and movies in Britain’s consumer culture. It saw an open-minded change, as there was a willingness to adopt American advertising sloganeering. J. Walter Thompson, which operated in London since 1919, was the biggest and most powerful advertising agency in Britain, but there is no surprise that Americans