Give an example of marketing changing culture.

1. Diamonds last forever, and one lasts forever.

Background: During the period of 1938, the price of diamonds dropped sharply, and De Beers sought assistance from advertising companies, hoping to reverse this trend. 1939, which launched the slogan "A diamond lasts forever, and a diamond will last forever", and successfully packaged it into our wedding necessities, which won the favor of countless newcomers. How to keep two months' salary for a lifetime? Buy a diamond!

Breakthrough: Advertising War Promotes Popular Golden Sentences. Cody, a professor of communication at the University of Southern California, said, "It gives this product an emotional meaning and makes people sing." This sentence is so natural that people ignore the business purpose behind it.

Contribution: Opened the precedent of emotional marketing. Later generations, such as Nike, advocated "just do it", while MasterCard demanded that "everything can be achieved, only love is priceless".

2. Marlboro cowboy

Background: It is hard to imagine that Marlboro decades ago turned out to be a lady's filter cigarette. 1955, when Leo Boehner took over the brand, everything changed dramatically. The company repositioned the Marlboro brand and launched a very sunny image: American cowboy.

Breakthrough: brand image advertising. Cody believes that this advertising campaign has shaped Marlboro cowboy into a successful "spokesperson". Not only that, this advertising campaign is also the first brand image advertisement. "Its contribution is not only reflected in the promotion of product sales, but also evokes men's pursuit of masculinity." Marlboro has thus become the best-selling cigarette brand.

Contribution: Open up young people's brand awareness.

3. It's her, not her?

Background: In 1957, FCB advertising company created the image of "clairol girl". A girl who looks very sunny and healthy hides an amazing secret: the color of her hair may be fake! Then the advertisement of hair dye was overwhelming, and the eye-catching question and answer: "Is it her, not her?" (Did she? Or she didn't? Only her hairdresser knows. )

Breakthrough: shocking advertising. Bob Garfield, a columnist of Advertising Times magazine, called it the originator of "horror advertising" to arouse word-of-mouth effect with appeal. The effect is amazing. After 10 years, the sales of its hair dyeing products reached10.6 billion US dollars.

Contribution: Sexiness has a good market effect. It paved the way for a batch of sexy advertisements released later. For example, the advertisement of CK jeans in brooke shields.

4. Think about those small benefits

Background:1960s, the sales of the Beatles brand owned by Volkswagen were not good. DDB advertising company has created an unprecedented operation mode: let a copywriter cooperate with the production designer to carry out this advertising campaign. As a result, the revolutionary advertisement of "seeing the big from the small" in the history of Volkswagen came out. There is a car parked in the center of the advertisement, surrounded by a vast space and an imaginative "our car".

Breakthrough: fight big with small. Belcher, a professor of marketing at San Diego State University, commented: "Breaking tradition usually means a kind of cultural innovation." Jonah Bloom, a former editor of Advertising Age, believes that "being small is also a sign of sexiness, which means having the courage to be unique."

Contribution: completely believe in your product. Simple, sincere and appropriate risk-taking can produce the effect of taking a big gamble with a small one. Avis car rental company's advertising slogan "Because it is the second place, we work harder" is similar.