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Season 5: April 2011 Archives

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Season Five.
"The Happy Homemaker: How Advertising Invented The Housewife (Part One)"

Airs Saturday April 23rd and Thursday April 28th, 2011.

This week, The Age of Persuasion looks at how Madison Avenue invented... the housewife. Over 100 years ago, the advertising industry realized they had thousands of household products to sell. All they needed was a customer. So they invented the Happy Homemaker, and for the next 25 years, encouraged women to be stay-at-home moms. That strategy created the biggest business in the world: Housekeeping.

The rest is advertising history.

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Listen to Part Two

All of the TV commercials and print elements we referred to in the episode, as well as some bonus materials, are below. Enjoy.

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Season Five.
"All Things Being Equal: The Fascinating World of Parity Products"


Airs Saturday April 16th and Thursday April 21st, 2011.

This week, the Age of Persuasion features an encore look at Parity Products. It's that strange category where each brand is identical to the other, with nothing unique separating them. Yet, some of the biggest advertisers are parity products, like toothpastes, shampoos, beer and dish soaps. We'll track the history of parity advertising, talk about pioneer Claude Hopkins' ingenious "pre-emptive claim" strategy, and we'll examine the brilliant ways one brand shines a little brighter than the other ... all things being equal.

Listen to this episode as streaming audio (runs 26:30)


Subscribe to the podcasts by RSS or by iTunes.

All of the TV commercials and print elements we referred to in the episode, as well as some bonus materials, are below. Enjoy.


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Season Five.
"Three Foot Marketing: The Battleground In-Store"

Airs Saturday April 9th and Thursday April 14th, 2011.

This week on the Age of Persuasion, we're going shopping. The topic is "Three Foot Marketing." Research shows that 75% of shopping decisions are made in the store, and they are all made within the last three feet - meaning that critical distance between your shopping cart and the shelf. We'll examine how stores use design, technology and psychology to influence your decisions - from the moment you walk in to when you line up at the cash. We'll also look at the interesting tug-of-war that happens between stores and brands. There's no doubt about it, those three feet have become one of the biggest battlegrounds for your dollar.

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