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Running Head: SHELL’S CHALLENGE TO ‘SAY NO TO NO’



Shell’s Challenge to‘Say No To No’






















Introduction

The first print ads date back as far as the 17th century. Newspapers preserved in this period show line advertisements that included simple descriptions, plus prices of products (www.mediaknowitall.com). Even with the establishment of the first advertising agency by Volney Palmer (www.wikipedia.com) in 1841 in Boston, the company merely served as a broker for newspaper placements. In 1869, NW Ayer and Son of Philadelphia (Hartman, 2000) became the first full-serviced advertising agency. Shortly after, advertising turned into the powerful marketing tool it is today. However, in recent years, advertising is no longer just a marketing tool. Print Ads, more specifically, are used today for different intentions. Advertising agencies have found new ways (Howard, 2005) to use these old traditional tools. Today ads are used to generate interest for products and at the same time bring the public closer with the organization that produces these products. They are becoming a favorite tool to create awareness for various causes, issues and concerns that such organizations may have opinions on. The influence of print ads is so strong that more often the way to make a statement is put it in an ad.

Because print ads are usually tapped for a well-defined target, it is then accurate to say that they are reflective of the cultural make-up of a particular group. The following paragraphs will try to expound on this existing relationship print ads and their target viewership. The basis of the analysis is the newest Shell Corporation print ad that came out in the February 4, 2008 issue of Newsweek Magazine.

www.shell.com/realgas