for a strong, fast pick-me-up
Persuasion lessons from old-school, “Mad Men”-style coffee ads.
Are you a fan of coffee?
Are you a fan of the TV show Mad Men about advertising back in the 60s and (in later episodes) the 70s?
I love checking out old advertisements AND studying the persuasion techniques. Audiences may be more savvy these days – but many techniques are still persuasive and powerful.
Check out these old coffee ads (some before the 60s) and look at:
1. What they are selling? – besides the coffee! What are they “promising” – how coffee will make life better?
2. The memorable and repeatable tag lines.
My favourite line is: Husband-pleasin’ heartiness
The writing may be a bit small or you to read – but the opening words are “THINK BETTER!”
These ads are persuasive because they:
1. promise benefits and sell more than just the coffee – alertness for thinking better, alertness for studying, helping your son/boyfriend with study, approval of spouse etc.
2. harness the power of the senses – even if it’s the image of the smell of coffee
3. put YOU in the ad with the inclusive language of YOU – give yourself a coffee real, if your husband is fussy
Plus look at all the promises of happiness – all those smiling faces because they are having coffee!
What did YOU come up with? – what are they selling besides the coffee? Please feel free to add to the comments below.
If you like retro ads – here’s a link to a great resource to ads over different decades – including the Edward R Murrow coffee break ad. It’s amazing how many big celebrities did ads over the years.
Why I love coffee so much:
Hi I’m Tony Biancotti
When I worked as a TV reporter and travel show producer, I used to love visiting cafes around the world – sampling the delights from refined European coffees to rough and earthy Timor coffees.
One of my less-insulting nicknames as a reporter was “Tony Tea and Coffee” (instead of Tony Biancotti) – because I’d always be off trying the local cafes and tea and coffee.
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I blog lots about about fun pop culture stuff as well as more serious business communication tips – and yes…about coffee and cafes!
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