Yeka ukuthi Ziyiqiniso kangakanani Izikhangiso Zamadoda?
Amadoda asisekho emoyeni, kodwa lapho ekhona, kwakuyi-powerhouse yobuciko nokubhala okuphefumlelwe, okwenza ukuthi amashumi ayisithupha abuyele ekuphileni nge-gusto. Kwagxila izigidi zababukeli, futhi wabonisa isibonakaliso sezwe lokukhangisa abaningi ababengakaze babone ngaphambili. Futhi lokho kwakuhlanganisa izikhangiso.
Iningi lamikhankaso yokukhangisa yaseMad Men esetshenziselwa umbukiso we-TV ibonise izikhangiso zangempela ezabuya emuva ngosuku.
Kodwa-ke, nakuba izikhangiso zazingokoqobo, zazivame ukuthengisa amaphupho, besebenzisa imfashini ukuphoqa abantu ukuthi bathenge imikhiqizo namasevisi abo.
Inguqulo yamanje yaleyo nqubo ibizwa ngokuthi "ukukhangisa okufisa;" ukumaketha umgomo wakho ukukunxusa ukuba uthuthukise isimo sakho ngokuthenga imikhiqizo engcono. A kancane kancane dodgy, kodwa ephumelelayo ngokulinganayo. Futhi uma ucabanga ukuthi uvikelekile emidlalweni engacabangi engqondweni, zibuze ukuthi kungani ulangazelela lokho BMW, Benz noma Lexus? Imoto imoto nje, akunjalo?
Eminye yezokukhangisa okungenayo, futhi yebo, ukukhangisa okukhohlisayo okuwake kwabonakala kugijima phakathi 'kwama-60s, ukuguqula umdlalo wesikhangiso kuze kube phakade. Futhi ngakho-ke siyayeka manje ukuhlonipha nokulungisa ezinye zezikhangiso zangempela-impilo ezivela Mad Mad, uchungechunge lwe-AMC TV.
Ngangifisa Ngangiziqhenya ku-My Maidenform Bra.
Cabanga owesifazane omhlophe okhangayo ebhokiseni emgodini webhokisi, egqoke ubhiya kuphela, ama-shorts esiliva, izithende eziphakeme, namagilavu e-boxing.
Yini engase ibe Freudian ngaphezulu? Ubulili. Amandla. Ukuzimela. Ukubusa. Ngisho nanamuhla ku-Lady Gaga engenazo zonke izikhathi, lesi sikhangiso sisaqhubeka nokushisa, kodwa kwakuyi-firefire lapho kuvela umagazini we- Life Magazine ka-February 3, 1961. UNksz Maidenform wayengumfana we-poster of fantasies ukugcwaliseka kwalowo nyaka kanye nokuqhuma abesifazane ukunyakaza ukunyakaza.
Lo mkhankaso, owasungulwa ngo-1949, ubeke iminyaka engu-28 emikhankasweni yokukhangisa engakaze ikhunjulwe Umlando Wokukhangisa engu-100. Ukuthi yagijima iminyaka engaphezu kwengu-20 ikhuluma ngobuhlakani bayo.
Ku-Norman, Craig & Kunnel - isikhungo sezokhangiso esakha umkhankaso ngo-1949 - sihalalisela ngokudala umlando wokukhangisa.
I-Kodak Yethula I-Carousel. Iprojekthi entsha ye-Slide.
Ungumprojekthi we-slide nje, akunjalo? Ungalokothi uvale. Ngesinye sezigcawu ezingenakukhunjulwa kweMad Men, uDon Draper unikeza umbono wegama lomkhiqizo nomkhankaso wesikhangiso ku-Kodak prospect pitch.
Njengoba izithombe zomkakhe nezingane zivela, u-Draper uyakhala, mhlawumbe ekhumbula izinsuku ezingcono zomshado ongaphumeleli. Inkulumo yakhe iguqula iphrojekitha ye-utilitarian ibe umshini wephupho: "Kusithatha endaweni lapho sifuna khona ukubuyela futhi ... Ibizwa ngokuthi iCarousel. Isenza sihambe nxazonke futhi sizungeze futhi sibuyele ekhaya futhi."
Isikhangiso sangempela se-Kodak Carousel sasingasondelene naso njengesibongozo, noma ukuthakazelisa. "Hlaziya! I-tray spillproof ibonisa amaslayidi angu-80 ngokuzenzakalelayo!" kwakuyisihloko esisebenzayo abagijima nabo.
Uma Usenayo I-Wet, Qala Ukuthola Ukuqina. Umlilo Wakho. Hisha ama-Ours. Ukulinda Okufanele.
Ema-Sixties, i-Right Guard yayingumkhiqizo wesintu. Phakathi neseshini yokucubungula, umlobi we-Sterling Cooper wasikisela ukusebenzisa i-astronaut njengomkhulumeli.
I-heroic yesilisa esinobuqhawe ayiqedi ukujuluka ngenkathi ibangela isikhala sangaphandle. Kodwa u-Draper (kanye nenhlangano yangempela) wayenombono ongcono. Ubulili buyathengisa, ngisho nokuzithoba. Isikhangiso sangempela sibonisa isandla sowesifazane esithinta i-canal ye-Right Guard aerosol spray, ethembise isisombululo esinzima somkhuhlane. Ukuphakanyiswa kokuphila okukhulu kothando kuthinta konke, naphezu kwezimpande ezomile. Futhi eqinisweni, lokho kungukuthi isikhangiso esagijima.
Ngaphandle kwezikhangiso kulolu chungechunge, kwakukhona iningi lama-giant Avenue e-Madison Avenue, umsebenzi wakhe owawushintsha isiko, futhi wenza imali yokubhalisa imali kumaklayenti abo. Nazi ezintathu ...
UBill Bernbach, i-Creative Genius
UBill Bernbach wayenguyona iphayona, eqaphela ukuthi abathengi babengabantu, futhi befuna ukusebenzisana ngokudayiswa kanzima. Ngenxa yalokho, isikhungo sakhe sesikhangiso - uDoyle, uDane, Bernbach (DDB) - sibeke imali eyinhloko ekudaleni futhi kwaba ngowokuqala ukuhlanganisa abakopishi nabaqondisi bezobuciko ukucabangisisa imibono.
I-DDB yayilandela umkhankaso ovuselele indlela esibheka ngayo izimoto zangaphandle. Ukubonisa isithombe esincane seVolkswagen Beetle ekhasini elimhlophe elimhlophe, isihloko esilandelayo sifunde "Cabanga Encane."
Uma kuqhathaniswa nokushicilelwa kwemoto yaseMelika, indlela ephikisanayo-enembile yaphuma, futhi ithengisa ithani lama-VW's culture-counter. I-DDB nayo yenza imali eningi i-Avis, Life Cereal ne-Polaroid. Babenhle kakhulu, bavame ukukhulunywa kuMad Men njengoMncintiswano weSterling Cooper.
UMary Wells, isikhulu se-First Female Female of Advertising
Emdlalweni weMad Man, uMary Wells uphumelele ngokumangalisayo. Manje emashumini angu-80 futhi esebenza njengomxhumanisi, i-Wells noma i-ejensi yakhe babephethe inani elimangalisa lemigqa yamathegi ekhumbulekayo nemiqondo yokudala, kuhlanganise:
- Plop, Fizz, Fizz ka-Alka Seltzer
- Ngithanda iNew York
- Thembela i-Midas Touch
- E-Ford, ikhwalithi yinto eyodwa
- Flick iBic yakho
- Phakamisa isandla sakho uma uqinisekile
- Abangane bangavumeli abangani badakiwe
Omunye wabesifazane bokuqala ukuba abe ngumphathi omkhulu wezinkampanini ezithengiswa esidlangalaleni, u-Wells wayengumthengisi okhishwa kakhulu ngosuku lwakhe ngaphambi kokuthengisa isitolo sakhe.
UDavid Ogilvy , uMad (ison Avenue) Usosayensi
Kodwa ayikho ingxoxo yokukhangisa eyayingagcwaliswa ngaphandle kokukhuluma ngoDavid Ogilvy, obhalwe nge-biography yamuva ethi "iNkosi yaseMadison Avenue." U-Brit owawunqoba amaklayenti omkhangisi ase-US, yini eyahlukanisa u-Ogilvy kwakuwukuthembela kwakhe ekucwaningeni kwabathengi.
Ingxenye yezobuciko, ingxenye yesayensi, izikhangiso zika-Ogilvy zisebenzise ikhophi ende, zagcwaliswa ngamaqiniso azi ukuthi izobandakanya amakhasimende angakhona. "Ngithanda ukuqeqeshwa kolwazi ku-anarchy of ignorance," esho. Futhi kanjalo nama-akhawunti amaningi e-agency, afaka phakathi iSears, i-Pepperidge Farm, i-Government of Puerto Rico, ne-Schweppes.