Ndezvipi Zvakarurama Zviziviso zveMad Men?
Madarume haasisiri mumhepo, asi pazvaive, yaiva simba rekugadzirisa uye rakafuridzirwa kunyora, zvichiunza makumi matanhatu kubva kuupenyu nechisto. Yakatarisa mamiriyoni evanhu vanoona, uye yakavaratidza chiratidzo chekuparidzira nyika iyo vakawanda vakanga vasati vamboona. Uye izvozvo zvaisanganisira mabhizimusi.
Vakawanda veMad Men kushambadzira mapikicha anoshandiswa mumutambo weTV yakaratidza matanho chaiwo akadzoka kumasikati.
Zvisinei, kunyange zvazvo zviziviso zvaive zvechokwadi, vaigara vachitengesa hope, vachishandisa fungidzira kuti vanyengetedze vanhu kuti vatenge zvigadzirwa zvevatengi vavo nemabasa.
Shanduro yezvino yemaitiro iyo inonzi "aspirational advertising;" kushambadzira chinangwa chekukukurudzira iwe kuti uvandudze hutano hwako kuburikidza nekutenga mabhuku akanaka. A bit less dodgy, asi zvakaenzana. Uye kana iwe uchifunga kuti iwe unorasikirwa nemafungiro akadaro emitambo, zvibvunze kuti sei iwe uri kushuva iyo BMW, Benz kana Lexus? Imotokari imomo motokari, chaiko?
Zvimwe zvekupindira, uye hongu, kushambadzira kunonyengera kwakamboonekwa kwakakwira mukati me "60s, kushandura mutambo wemahara nokusingaperi. Uye saka tinomira iko zvino kukudza nekugadzirisa zvimwe zvezvitsva-zvitsva zvehupenyu zvakaonekwa muMad Men, AMC TV series.
Ndakanga Ndirota Ndakanga Ndichitsvaga MuMaidenform Yangu Bra.
Fungidzira mukadzi anokwezva akanaka achigadzirira mubhokisi rinkinobhokisi, achingovhara bhora chete, zvidhivha zvesirivha, zvitsitsinho zvepamusoro, uye mabheji ebhosi.
Chii chinogona kunge chiri Freudian zvakare? Zvepabonde. Strength. Kuzvimirira. Dominance. Kunyange nhasi muGaga Lady Gaga-nguva yose, chidikaniso ichi chichiri kuunza kupisa, asi chaiva chemoto apo yakaonekwa nyaya yaFebruary 3, 1961 yeWife Magazine . Ms. Maidenform yaiva musikana wemusana wekuzadzika kwemazera iwayo uye kufara kwevakadzi mukufambisa simba.
Mushandirapamwe, wakatanga muna 1949, wakarongedza 28 muThisheni Age ye 100 Advertising zvakanyanya kusakanganwa. Iyo yakamhanya kwemakore anopfuura makumi maviri inotaura nekunaka kwayo.
Kuna Norman, Craig & Kunnel - iyo sangano rehurumende iyo yakasika mugadziri muna 1949 - kuonga pamusana pokuumba chikamu chekutengeserana kwenhoroondo.
Kodak Yakazivisa The Carousel. The New Slide Projector.
Icho chinongova purojekiti yepaiti, chakanaka? Kwete kunyange pedyo. Pane imwe yezviitiko zvisingakanganwiki zveMad Men, Don Draper anopa pfungwa yezita rechigadzirwa uye chikwata chechikwata pachikwata che Kodak.
Sezvo mifananidzo yemudzimai wake nevana ichioneka, Draper anononoka, zvichida achiyeuka mazuva ari nani ekuroorana kusakundikana. Mharidzo yake inoshandura mushandi wekushandura mumashini inorota: "Zvinotiendesa kune imwe nzvimbo yatinoda kudzokazve ... Inonzi Carousel. Inotitendera kufamba nekupoteredza nekudzoka uye kudzokera kumba zvakare."
Chirevo chaicho cheKodak Carousel chakanga chisina kunyanya kufanana nechirevo chetsvene, kana kufara. "Relax! Tsvina yakasara inoratidza masiradi 80 ... kamwe!" ndiyo yaiva musoro wepamusoro yavakamhanya nayo.
Kana Iwe Uchiri Kuwedzera, Tanga Kuwana Tough. Moto Wako. Hire Ours. Kurinda Zvakarurama.
Mumakore makumi matanhatu, Right Guard aiva munhu mukuru wevanhu. Munguva yehurukuro yekufunga, Sterling Cooper munyori akakumbira kushandisa imwe nyanzvi semutauriri.
Iyo heroic murume chiratidzo chisina kuputsa jira apo ichikuvadza mune imwe nzvimbo. Asi Draper (uye iyo sangano rechokwadi) aiva nechinangwa chakanaka. Kuita zvepabonde kunotengesa, kunyange kunyengera. Izvo zvakashambadzirwa zvakaratidza ruoko rwemukadzi ruchinge ruchinge rwukwanisa kubuda muGurinda Rakachengetedzwa neAerosol spray, ichivimbisa sarudzo yakaoma kumutsipa. Pfungwa yehupenyu hukuru hworudo runofambisa zvose, zvisinei kuburikidza nemumakumbo akaoma. Uye muzvokwadi, iyo ndiyo mvumo iyo yakamhanya.
Kunze kwezviziviso mumutsara, pakanga paine zvakawanda zvehupenyu hweMadison Avenue mauto avo basa ravo rakachinja tsika, uye vakagadzira zvinyorwa zvemari zvinowedzera kune vatengi vavo. Hewa vatatu ...
Bill Bernbach, Creative Genius
Bill Bernbach akanga ari piyona, achiziva kuti vatengi vaiva vanhu, uye vaida kuita zvekubatanidza pamwe nekutengesa zvakaoma. Somugumisiro wake sangano rekutsvaga - Doyle, Dane, Bernbach (DDB) - akaisa purogiramu pamasikirwo uye akanga ari wokutanga kubatanidza vanyori nevatungamiri vehuni kuti vaongorore pfungwa.
DDB yakanga iri shure kwemushandirapamwe wakashandura nzira yatinoona nayo motokari dzedzimwe nyika. Kuratidza mufananidzo muduku weVolkswagen Beetle pane peji yakachena, musoro unoti "Funga Small."
Zvichienzaniswa neAmerica motokari yekutengesa, nzira inopesana-intuitive yakabuda kunze, uye yakatengesa tani yepamberi-tsika VW's. DDB yakaitawo mari yakawanda yeAudis, Life Cereal uye Polaroid. Vakanga vakanaka chaizvo, ivo vanowanzotaurwa pamusoro paMad Men seSterling Cooper yemakwikwi.
Mary Wells, Mutungamiri Wechikadzi wekutanga wekudhinda
Mumutambo weMad Man, Mary Wells akabudirira zvinoshamisa. Iye zvino ari mumakore ake makumi masere uye achiri kushanda senyanzvi, Wells kana sangano rake raive nemhosva yekuwanda kwezvishamiso zvemashoko emitsetse uye pfungwa dzekusika, kusanganisira:
- Plop, Fizz, Fizz for Alka Seltzer
- Ndinoda New York
- Vimba neMidas Touch
- KuTe Ford, unhu ibasa rimwe chete
- Flick Bic yako
- Simudza ruoko rwako kana uri Wechokwadi
- Shamwari usarega shamwari dzichidhakwa
Mumwe wevakadzi vokutanga kuva CEO wekambani yakatengeserana pachena, Wells ndiyo yakanyanya kubhadhara kushambadzira kwezuva rake asati atengesa shopu rake.
David Ogilvy , Madhi (ison Avenue) Scientist
Asi hapana nhaurirano yekudhinda yaizozadziswa pasina kutaura nezvaDavid Ogilvy, akanyorwa mubhuku razvino re "King of Madison Avenue." A Brit uyo akakunda vashandi veUnited States, chii chakasiyana naOgilvy chaiva kuvimba kwake nekutsvakurudza kwevatengi.
Chikamu chimiro, chikamu chesainzi, Ogilvy's ads anoshandiswa kwenguva yakareba, akazadzwa nechokwadi chaaiziva kuti chaizobatana nevasingakwanisi vatengi. "Ndinosarudza chirango chezivo kune hutsinye hwekusaziva," akadaro. Uye ndizvo zvakaita nhoroondo dzake dzakawanda, dzakasanganisira Sears, Pepperidge Farm, Hurumende yePuerto Rico, uye Schweppes.