Psychology of Advertising: Godzilla Saves Copywriters

Tuesday, May 12, 2009

Godzilla Saves Copywriters

In times of crisis Godzilla always shows up to save the world. He also regularly saves advertising copywriters.

In 1984 Godzilla showed up to save Dr Pepper.

In 2009 Godzilla returned in a new form to assist another beverage.

Archetypal action heroes can be good for advertising.

The 1984 Dr Pepper commercial was done by Young & Rubicam, then the world's largest advertising agency. Lou DiJoseph's group did historic work for Dr Pepper in those days. The 2009 Oasis commercial was by Mother, the agency in London.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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Important Readings For You

Eighmey's journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article "Profiling User Responses to Commercial Websites" (see Journal of Advertising Research, March 1997) has been cited in more than 783 scholarly articles and books.

For a conceptual and data-driven analysis of youth values and the propensity to act on values, read Eighmey's article "Why Do Youth Enlist? Identification of Underlying Themes" in Armed Forces & Society, Vol. 32, No. 2, (January, 2006).

Read "Harlow Gale and the Origins of the Psychology of Advertising" in the Journal of Advertising, December 2007 for historical perspective.

For the big picture read "The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World." A book co-authored with Osei Appiah and published by Cognella, 2011.

For 450 print ads that bring to life Advertising and American History, scroll down to the link featuring the original ad for Oreo cookies. Why not check out all the other links, too.