Background
In 1919 with George Batten, Roy Durstine and Alex Osborn, he founded the Batten, Barton, Durstine & Osborn agency (BBDO) which soon became one of the leading advertising agencies in the world.
Bruce Barton was an outstanding copywriter, and many of his phrases and advertisements became classics. Barton were all of these: celebrity in the 1930s, confidant to presidents & congressmen, a philanthropist, master copywriter & bestselling author of The Man Nobody Knows (1920s); a book about Jesus Christ representing the son of God as a cheerful, inspiring and popular man.
14 comments:
Well today is my 1st day knowing more about Bruce Barton who became the chairman of BBDO 'Batten ,Barton ,Durstine & Osborn'. Well ,Barton's way of advertising really is one of a kind where there are no pictures in it and yet able to be the top 100 ads of all times even until now which is the book of 'The Penalty of Leadership not written by him but by Theodore MacManus his copartner .I was preety amazed by it and kept me wondering how did he do that? Ofcourse it is by writing with respect for the intelligence of the readers and the persuation to act immediate .So when readers read it it hits them right away like it hit me although i dont really get it 100% what is it all about but it makes sence and maybe someday when I'm in a leader position I will understand it .
And for Barton's book 'The Man Nobody Knows'is really a brilliant idea of combining religion and the advertising world .It is like he wants to save lost souls and at the same time portraying Jesus Christ as a salesman&advertising man that nobody knows him .Using Him as a
salesman to sell the word of God and also advertising great miraculous power of healing the uncurable .So it all brings in to complete the puzzle dont u think? He is a great man to be admired .
-Josh- xD
Well today is my 1st day knowing more about Bruce Barton who became the chairman of BBDO 'Batten ,Barton ,Durstine & Osborn'. Well ,Barton's way of advertising really is one of a kind where there are no pictures in it and yet able to be the top 100 ads of all times even until now which is the book of 'The Penalty of Leadership not written by him but by Theodore MacManus his copartner .I was preety amazed by it and kept me wondering how did he do that? Ofcourse it is by writing with respect for the intelligence of the readers and the persuation to act immediate .So when readers read it it hits them right away like it hit me although i dont really get it 100% what is it all about but it makes sence and maybe someday when I'm in a leader position I will understand it .
And for Barton's book 'The Man Nobody Knows'is really a brilliant idea of combining religion and the advertising world .It is like he wants to save lost souls and at the same time portraying Jesus Christ as a salesman&advertising man that nobody knows him .Using Him as a
salesman to sell the word of God and also advertising great miraculous power of healing the uncurable .So it all brings in to complete the puzzle dont u think? He is a great man to be admired .
-Josh- xD
I like one of the approach that advocated by Bruce Barton, which is "Emphasizing the negative" it is like they are telling a story, then they raise a problem, and they show that their product is the only to solve the problem. I think that this kind of advertisement can attract attention of many people, even for those people that don't like to see advertisement. This is because it is a story selling advertisement, it is amusing. So people will read is like reading story. Of course, the story has to be interesting and there must be an unique selling point in the headline. I was attracted by the advertisement of listerine "Often a bridesmaid but never a bride". I think the headline is quite special, and I like the picture and story as well.
CSF 065168 CD065-3
As I know Bruce Barton is a preacher man's son.That's why some of his ads got abit related to religion.He is a master copywriter and a author too.Other than that he was the co-founder of the largest advertising agency in the world,BBDO (Batten Barton Durstine Osborn.His concept is 'The Power of Story Telling'.He use parables which is story with morale lesson.He believe in the value of sincerity and honesty in selling.Other than that,he also wrote a book called 'The Man Nobody Knows'.In his book he bring us into 1920's culture revealing not only religion.His biggest ad that bring him top status is the Cadillac ad "The Penalty of Leadership".It is written with respect for the intellignce of readers and also to keep sincerity about the product.This ad is to tell the consumer that no one is perfect even sometime leader make mistake.At least the cadillac willing to apologise and make up a solution.Unlike other where they hide from the consumer and at last the product bring harm and even death.Barton is able to make this ad top 100 without using any visual.He emphasizing the positive which is advertising referred to as the 'handmaiden of business'.He also emphasizing the negative which is let the brand own the solution.In his other ad which is the listerine,he dramatized the problem and pre-empted it by owning "halitosis' a semi-scientific word for bad breath.He believe that if your product can solve a problem and in other wise your brand has a good chance of owning the solution.This bring big fortune.He also insert product benefit in the ad.His concept had being use till today like the SKII ad.His concept is very useful.
--Car Car--
Well done Shen Fung..haha!I too wanna touch on the 'Emphasizing The Negative' by Mr.Barton as well .I think advertising base on emphasizing the negative in live issues,for example 'Often a Bridesmaid but never a Bride' by Listerine is really a tremendous way to capture the public's attention .Also for those who knew Edna will spread to others that what listerine did for her and the result .The power of spreading through the word of mouth and soon,listerine became a major brand known by many .One of todays advertising on slimming centre i forgot what was the name but they did the same thing on emphasizing the negative about this overweight woman who got robbed in the streets and she chased and fortunately she caught the robber and sat on him until the cops arrive .This was on the news and newspaper .So this slimming company decided to offer her a few months trial on their slimming centre .The result? Fantastic! And everyone who knew her spread the word and she was also the model in every advertisement on tv,magazines and newspapers .The company had gotten more customers walking in and it became quite popular now .So in conclusion,the company gain more people into their slimming centres and became preety popular and not to forget the LITTLE lady had gotten hotter and also famous .So both gain something in a fair game..isn't that a great idea to sell? thank you .
-Josh- xD
Bruce Barton considered being one of the most influential advertising men of the 20th century. One of his approaches is ‘emphasizing the negative’. It is a kind of ad more like story telling. He wrote literally hundreds of articles for popular magazines. His ads have no pictures. For my thought a good ad supposed to be having a USP, or interesting headlines, or attractive pictures. But his ad is all words and quite boring for me. His ad can be top 100 ads until now is quite amazing for me. For me I won’t have patient to read a long copywriting that without pictures or something attractive me.
~*+ sU! +*~
Bruce Barton was an American author, advertising executive, and politician.He founded the agency Batten, Barton, Durstine & Osborn (BBDO). Barton headed the agency until 1961, building it into one of the industry's leaders. Barton was most famous, however, as the author of many bestselling guides to personal success. He also wrote literally hundreds of articles for popular magazines, offering readers advice and inspiration. His most famous book, The Man Nobody Knows (1925). For his ad, he emphasize the negative and also the positisve to sell his product. For example the Cadillac-the penalty of leadership.the only top 100 ad with all words n no picture. As for negative, there’re 2 ads which is famous which are the smith bros cough drops and Listerine ad-often a bridesmaids but never a bride.
065149
Bruce Barton ads uses parables to sell a product which I find it rather unique. Telling a story to gain people's attention and then get the consumer to purchase the product! Brilliant it is!
I find it interesting to have some stories in an ad because sometimes ads is just not about promoting but also to let the consumers knows a bit of the story behind the products. It would be rather fascinating and interesting. Besides that, in his stories included sincerity and honesty in effective selling. =)
Not only that, he wrote a book entitled "The Man Nobody Knows" which uses Jesus as an icon who is the best selling person because in a way, Jesus preach the word of God as if he is advertising the words of God. Besides that, in this book he also included the parables of Christianity with those of modern salemanship. In my opinion, this book manage to promote about his idea of advertising and also let more people knows more about the parables stories from Bible.
His idea of Emphasizing the negative is really effective because nowadays, people easily get attracted to negative headlines. Out of curiousity, people will want to know more about the ad because not many people uses negative headlines for an ad.
People tend to have bad points and from what I see, Bruce Barton's ad focuses on those who have those certain bad traits and get them to purchased the product to give them a solution just like the ad for listerine, a product that helps u get rid of bad breath and eventually you won't be a single any longer.
Finally i am able to access this website due to unknown reasons..Well for me Bruce Barton is my all-time favorite copywriter because of his very intelligent , religious and complicated but has the simplest creative and intelligent mind. Furthermore he was also the founder of an advertising called BBDO (Batten, Barton, Durstine & Osborn) which was extraordinary and a great success plus its still prolong to this very moment and has 52 offices under it throughout the world.
Come to think of it Bruce Barton was very poor when he was young compare to his major success when he was older. Even though his parents were poor being a paster but he was never discouraged infact he felt proud and his parents was the greatest influence of his life because of his parents firm spiritual believe. He was never astray from studies because of his intelligence and interest furthermore he awlays scores the highest among his class. His hardworking capability and creative thinking allows him to become what he is today.
The way Bruce Barton applicate the factors of story-telling in his advertisement "The Penalty of Leadership" was simply amazing and yet its still seeded in the top 100 ads of all time. The reason why it became so famous its because it applies the
respect for the intelligence of their readers, and a deep sincerity regarding the merits of the goods they have to sell. Actually it was very complicated and illogical at first glance but soon it was understandable little by little..well its basically out of my league to fully understand it.
Finally, he created a renowned book which tells about his advertising philosophy and the key factors to his success which was really interesting the way he combined religious act in the advertising world which really stunned me and i admit his a genius and a great man back those days even now in the near modern future.
From what I've learned from class regarding the copywriter; Bruce Barton, was that he's an intelligent man. Instead of playing around with pictures and layout, he decided to be recognised as the first or one of the first copywriters to use only letters or words for his advertisements, of course they weren't merely arranged just to be able to earn himself some dough. But it was done in such a way that it was able to convince thousands or maybe even millions of people to purchase the client's product which he advertised for... Simply said, the idea was made effective and hence, it came to be known as one of the few breakthrough ideas. Although I'm not entirely sure on the exact details, it may be one of the several reasons that a partnership and an advertising agency that was formed betwenn Batten, himself (Barton), Durstine and Osborn.
However, from my point of view. I do not think that I could work up a liking for his style of advertising. As effective as it may seem, I don't find reading text only for an ad is really all that interesting to me. "The Penalty of Leadership" for example, it is fully text, and based on my first impression, I thought it was some cut-out article from a certain book. Where as the ad that was done for Listerine, I do agree that the body text is interesting, but I am not entirely sure how is a picture of ONE woman is linked to the product itself. Finally, the Smith Bros. Coughdrops ad, I would say it's the best of the three, the body text was to-the-point and they brought in the product real well. All in all, he's a great ad guy but I'm not overly fond of his style.
With love,
YFYap
Chang Sook Han
068069
CD068-3
Communication skill (copywriting): Bruce Barton
Bruce Barton is a man everybody knows. He creates many “masterpieces” that are appreciated. His principles: Discover your real business, story telling, the value of sincerity and honesty in effective selling. He referred advertising as “handmaiden of business”, advertising is important to sell the products.
“Emphasizing The Negative”. The advertising like telling a story that is really happened. It can grab attention because it is interesting and unique. Listerine, the brand has a good chance of owning the solution, it tell customers what to do and didn’t ridicule those who have problems. Bruce Barton believes that the product that can solve a problem is a good chance of owning the solution.
“The Penalty Of Leadership” is the top 100 advertising in the world. It is a positive advertisement that no picture: Leader makes a mistake but he has the courage to correct it, and try to do the best for customers.
Bruce Barton was knowas a very great copywriter together with Batten,Barton,Durstine&Osborn be founded BBDO which is one of the leading ad agencies.there are some of Bruce Barton,s ad that became a classic ad, Maybe we can said Bruce Barton is the celebrity in the 1930s because at that time he got a lot titles that make him became a very tamous coprwriter in the world.
From,
Ng Ching Yee
068072
CD068-3
Bruce Barton was a best -selling author, confidante of presidents, and a U.S. Congressman.
His name's still on the door at BBDO.
He referred to advertising as "the handmaiden of business."
Most of his advertisment was using story selling which mean this advertisment will give the message in story telling way. This kind of advertisment will seldom have picture, most of the time only will have word.
I kinda don't like about this idea because nowaday seldom have people will read this type of advertisment. Unless you got time to read it 1 by 1 word. In this century, most of them just splite throgh the nagazine and seldom read it by word, they just look at the picture if it was interesting then they only will spend more long time in that page.
Although maybe this idea won't work in this century, but at that time, his advertisment still become very famous and some of the company frame his advertisment on wall.
from,
een,
0701024,
CD071-3
For me,"Emphasizing The Positive and Negative", this is a great theory that I learned.Actually I am not very interested to the person who created this theory,although he was a great person.But his theory, Emphasizing the negative and positive,is great. I liked the way he emphasizing the negative first, then emphasizing the positive part,like "Cough Problem ?
Smith Brothers Cough Drops dial up the social importance of not having a cough.", brought out the problem first, then introduced then product which contained the positive inside it.I think this kind of advertisement can give a lot of confiedence to the consumer.
From,
G.Hau,
0701085
CD071-3
Post a Comment