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Centennial Design Study of McCann-Erikson WorldGroup Advertising

Author: ZuoYang
Tutor: ZhuGeZuo; LiChaoDe
School: Suzhou University
Course: Art of Design
Keywords: 20th century Commercial culture McCann-Erikson WorldGroup advertising design
CLC: F713.8
Type: PhD thesis
Year: 2013
Downloads: 763
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Combined with the historical development background of commercial culture and science andtechnology in20th century, this paper analysis the development track of American contemporaryadvertising, using McCann-Erikson World Group as an example, which has more than100years of advertising creation history.The first chapter depicts the first peak of modern American advertising. In the promotion of thesecond industrial revolution, the United States of America entered the era of monopoly, whichhad a high degree of positive impact on all aspects of social culture. McCann-Erikson advertisingbred in this basic forming consumer society, with the rise of the mass media and the changes ofconsumption object. The theory of science was introduced in Advertising works for the first time,and the modern art artistic skill was used in the design methods, which enriched the advertisementvisual effect, leading the conversion of advertising works from spoken and written language tovisual image.The difficult exploration of the McCann-Erikson advertisements under the background ofglobal economic depression is described in chapter two. Commercial collapse had disastrousnegative effects in the United States business community, but McCann-Erickson advertisingcompany at this stage had successfully broken the single paper form, showing a new face offlourishing. The cartoon design elements was used to render the entertainment atmosphere, easingthe consumer anxiety during the great depression. Along with the changes from rational appeal toemotional appeals, the importance of art form status in the advertising was higher than themarketing theme for the first time. From then on, McCann-Erikson advertising company focus onthe consumer wishes in the advertising creation.We analyze the television advertising in chapter three, which was the major advertising typeafter World War II, and search for its unique advertising language in the context of specialpostwar culture through carding TV advertising production and authoring features. Especially afterthe1960s in United States, post modernism design style began to rise and greatly affected theadvertising production, actively mining design forms of diversification, emphasizing the commercial arts and implementation concept of the popularization of art. Under this background,McCann-Erikson advertising company achieved advertising creation from the commercial value ofthe commodity to cultural values.The fourth chapter exposits the prosperous contemporary advertising and the transformation ofMcCann-Erikson advertising company. With the experience under static printed images, dynamicimages video, online advertising, the advertising creation of McCann-Erikson follow all socialepidemic activity, and resulting in the postmodernism in design style. Advertising creativity withpostmodernism in design style means that we create a certain situation consistent with the brandimage through artistic means, uphold the witty sense of humor, keeping the advertising worksfull of cultural connotations, and expanding the power of creative advertising.The new form of global communication and McCann-Erikson advertising was discussed in thefifth chapter. The new digital media, which was created in the internet era, shrinks thediscrepancy between the different advertising carrier until its disappearance, and interaction,fusion, penetration among diversified art forms become a trend of this time. In the advertisingcreation revolution under the new environment, McCann-Erikson advertising focus on the corebrand image and establish a world class marketing system to compete in marketplace. In thebackground of digital information, advertising carrier update based on the digital technology,and advertising design of all types are tending to unanimity, with the development trend of digitalnetwork and interactive advertising.Based on the analysis of McCann-Erickson advertising in the last hundred years, we can drawthe following conclusions: the design space is gradually increased along with the transformationfrom text to image, McCann-Erickson advertising expand its territory from USA to the world, andthe advancing science and technology is the inevitable reason which made McCann-Ericksonadvertising design convergent.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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