Here is the synopsis of our sample research paper on Hey, Whipple!. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 4-page paper discusses Luke Sullivan's book 'Hey Whipple, Squeeze This,' which talks about the Charmin toilet paper ad campaign that shouldn't have worked but did. It also briefly mentions the evolution of the advertising industry. Bibliography lists 1 source.
Page Count:
4 pages (~225 words per page)
File: D0_HVWhippl.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
industry (a survivor, one might say) and his work is both a "how to break in" treatise and an expose of some of the best (and worst) things in the
industry. Its fast-paced and very enjoyable. Discussion Sullivan takes the title of his book from that series of Charmin toilet paper ads that ran interminably from 1964 through
1990 (Sullivan, 2003); theyre probably still hovering somewhere in space between here and the Crab Nebula frightening intergalactic travelers. He maintains that they were terrible ads (and they were!)
but they sold billions of rolls of Charmin. Thats the paradox that he investigates as a way to helping us understand the industry: how can something so demonstrably
irritating work so well? He seems to find the ads success problematic because, as he puts it, "If I had created Mr. Whipple, I dont think I could tell
my son with a straight face what I did at the office" (Sullivan, 2003, 3). In short, its the "effective sales, grating execution" that both puzzles and irritates him
(Sullivan, 2003, 5). In addition, Sullivan reminds his readers that every year, when public polls are released, advertisers are down at the bottom of the pile with used-car salesmen
and Congress members, and I think hed like to see his profession get some respect. (Sullivan, 2003). This is another reason for his dislike of Mr. Whipple, whom
he says hed gladly kill off if he could (Sullivan, 2003). In fact, several ad agencies took aim at the little grocer, but Proctor & Gamble knew a good
thing when they saw it, and kept using the advertisements (Sullivan, 2003). But whats the big problem? The main objection seems to be that the ad is dumb, which
...