Posts Tagged ‘Mickey Mouse Club’
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”*…
In the U.S., more than $250 billion a year is spent on advertising; globally, the figure is more than half a trillion dollars. So, it would seem there’s a basic question worth asking: does all that advertising actually work? The ad industry swears by its efficacy — but a massive new study tells a different story…
Have you ever been puzzled by something that’s supposed to be true, but you didn’t quite believe it — and you didn’t have the evidence to challenge it? But then, one day, the evidence appears! Today is that day. From Freakonomics (@Freakonomics), “Does Advertising Actually Work?“
The link above is to Part One, which focuses on television advertising; for a look at the new sheriff in town, digital advertising, see Part Two.
* John Wanamaker, pioneer of the modern department store and gifted merchant and marketer who helped define the modern consumer era
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As we ponder persuasion, we might note that, history would suggest that some advertising has worked even better than expected; case in point: on this date in 1959 the Barbie doll was introduced (at the American Toy Fair in New York). Ruth Handler (co-founder, with her husband, of Mattel), created Barbie as an “aspirational” (i.e., grown up) alternative to baby dolls. She adapted Barbie from a German doll, Lilli, which was based on a German cartoon strip– and which was sold as a “racy” item, primary to men in tobacco stores… Amped via Mattel’s sponsorship of The Mickey Mouse Club (Mattel was the first toy company to use television advertising), the figurine was a huge smash…and was followed by Midge, Skipper, and– enfranchising a set of men perhaps beyond those who felt bereft when Lilli became Barbie– Ken.
“The street finds its own uses for things”*…
“Along with the heroin, cash, weapons and other stuff you would expect, we kept finding these tiny McDonald’s spoons they give out for stirring tea and coffee.” — A Scotland narcotics detective, 1998
In the 1970s, every McDonald’s coffee came with a special stirring spoon. It was a glorious, elegant utensil — long, thin handle, tiny scooper on the end, each pridefully topped with the golden arches. It was a spoon specially designed to stir steaming brews, a spoon with no bad intentions.
It was also a spoon that lived in a dangerous era for spoons. Cocaine use was rampant and crafty dealers were constantly on the prowl for inconspicuous tools with which to measure and ingest the white powder. In the thralls of an anti-drug initiative, the innocent spoon soon found itself at the center of controversy, prompting McDonald’s to redesign it. In the years since, the irreproachable contraption has tirelessly haunted the fast food chain.
This is the story of how the “Mcspoon” became the unlikely scapegoat of the War on Drugs…
The whole truth and nothing but the truth at “The McDonald’s Cocaine Spoon Fiasco.”
* William Gibson
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As we appreciate unintended consequences, we might recall that it was on this date in 1955 that the final Mouseketeer chosen for The Mickey Mouse Club (the original series), Annette Funicello, made her first appearance on the show. She had been discovered by Walt Disney himself as she performed in Swan Lake at a dance recital at the Starlight Bowl in Burbank. By the end of The Mickey Mouse Club‘s first season, Annette was receiving 6,000 fan letters a month.
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