165:" Eichler also created many of the agency's influential ads for Cocomalt, which pivoted the brand's approach to selling the stir-in vitamin supplement from focusing on "images of children spotlighted in sunshine" to ads in which mothers suffered social embarrassment because their malnourished children misbehaved in public.
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coined the term "Ruthrauff-and-Ryanism" to describe a style of advertising that targeted the average consumer in a style that was "inelegant and hard-selling". The agency was known for its skill marketing to the middle class and those aspiring to the middle class; a popular saying in the industry was
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Many an advertiser has found himself on the wrong side of the ledger because, in framing his sales to the mass market, he endowed prospects with refinement and subtlety which in reality they do not possess. Our choice of advertising appeals, therefore, must embody concession to popular taste. This
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The agency opened in 1912, primarily doing mail order advertisements in their early years, including for products that were "faintly disreputable" such as patent medicines. By the 1920s it had become an important player in the industry and by the 1930s had a prestigious client list. In 1939 the
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Copywriter John Caples created an ad for the U.S. School of Music, They
Laughed When I Sat down at the Piano, But When I Started to Play! was named in 1976 by Advertising Age as one of the ten greatest ads ever created and has been listed in Julian Watkins' book of 100 greatest ads perennially.
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In 1930 Ruthrauff gave an interview to
Printers' Ink Monthly in which he described the Great Depression as having a "distinctly healthful" influence on advertising as it had encouraged the development of advertising that focussed on the practical and moved away from idealism and "lovely copy."
127:. The ads featured a businessman greeting another with, "Of course--I remember you: Mr. Addison Sims of Seattle". The ads convinced American business people that a memory for names was an essential business skill, and "Mr. Addison Sims" entered the vernacular.
207:"Young & Rubicam for the classes, Ruthrauff & Ryan for the masses." Their offices featured a mural showing a "sea of faces", meant to symbolize "the masses", accompanied by the agency credo: "This is your market. To sell them you must know them."
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The agency coined the term "B.O." for its
Lifebuoy ads to solve the problem of readers being offended by the term "body odor". The acronym entered the American lexicon.
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115:, Ruthrauff in 1904 and Ryan in 1909. Ruthrauff had worked as a rent collector and Ryan as a real estate salesman. They met in Cape Cod in 1910 or 1911.
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94:. The principals included Wilbur B. Ruthrauff and Fritz Ryan. By 1957 they'd merged with another agency; the merged agency closed in 1964.
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Ruthrauff & Ryan's ads for Dodge were credited with increasing their share of market from 9th place to 4th.
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Ruthrauff & Ryan's ads for their own work include, in
Fortune, a description of their mass-appeal approach:
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was a prominent
American advertising agency founded in 1912. Clients included A. H. Lewis'
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334:. John McDonough, Karen Egolf, Museum of Broadcast Communications. New York. 2003.
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445:"Yale Mad Men: The role of the Eli in the curation of American consumerism"
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The agency specialized in mail order campaigns. In 1919 agency copywriter
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615:"AD AGENCIES MERGE; Erwin, Wasey and Ruthrauff & Ryan Complete Deal"
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Learning how to behave: a historical study of
American etiquette books
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kind of advertising may seem too down-to-earth at times, but it sells!
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Wilber B. Ruthrauff and
Frederick "Fritz" Ryan were both graduates of
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512:(1st ed.). New York: Random House. pp. 246, 262–265, 279.
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Emily Post: Daughter of the Gilded Age, Mistress of
American Manners
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Advertising the
American Dream: Making Way for Modernity, 1920-1940
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The 100 greatest advertisements, who wrote them and what they did
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151:. Eichler also created Ruthrauff & Ryan's campaign for
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for doing a "public service" by "scaring so many about
287:. University of California Press. pp. 308–309+.
249:Carroll, Sydney (9 March 1939). "Inside New York".
123:Ruthrauff wrote a prominent ad campaign for the
331:The Advertising age encyclopedia of advertising
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16:American advertising agency of the 20th century
177:agency's offices "flourished mightily" in the
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149:Again She Orders..."A Chicken Salad, Please"
670:Advertising agencies based in New York City
477:. New York: Moore Pub. Co. pp. 66–67.
134:The agency's campaigns for Dale Carnegie's
362:: CS1 maint: location missing publisher (
147:, then 18, created the prominent campaign
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137:How to Win Friends and Influence People
595:from the original on February 24, 2022
581:Berchtold, William E. (January 1935).
562:from the original on February 25, 2022
550:. New York: Cooper Square Publishers.
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155:that in 1933 was called out by
646:"Hard Times, Hard-Tack Copy".
471:Watkins, Julian Lewis (1949).
140:turned it into a bestseller.
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195:. The agency closed in 1964.
52:Gillette Safety Razor Company
508:Claridge, Laura P. (2008).
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80:Packard Motor Car Company
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204:Advertising and Selling
158:Advertising and Selling
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583:"The Men Who Sell You"
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649:Printers' Ink Monthly
542:Schlesinger, Arthur M
366:) CS1 maint: others (
390:Ruthrauff & Ryan
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652:: 30. January 1933.
199:Impact and approach
119:Prominent campaigns
619:The New York Times
125:Roth Memory Course
62:, Lever Brothers'
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455:Historical Review
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227:References
107:Principals
627:0362-4331
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425:ignored (
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544:(1975).
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350:51100261
255:: 82–84.
191:to form
153:Lifebuoy
84:Pennzoil
74:brands,
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40:Cocomalt
172:History
34:brand,
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524:OCLC
514:ISBN
495:2022
479:OCLC
427:help
395:ISBN
368:link
364:link
346:OCLC
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163:B.O.
113:Yale
72:Spry
24:Tums
252:Ken
184:Ken
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