Abstract:

This study which is qualitative and descriptive in nature, will examine Claude C. Hopkins who impressed advertising history with his creative techniques and with his approach of advertising research. In the content of this study, the advertising philosophy of Hopkins and the designs he shaped in parallel with this philosophy and scientific advertising that he dedicated are investigated. One of the foremost pioneers of modern advertising, Hopkins asserted that an advertiser should produce according to the certain scientific principals and rules. He also acquired the data from consumer behavior focused market researches and reflected that data on his advertising copies. His techniques formed a basis of the creative strategies introduced by legend advertisers such as David Ogilvy and Rosser Reeves. In this study, firstly modern advertising and the development of the scientific advertising is examined. After approaching the advertising philosophy of Hopkins, the creative techniques that he used is explained with examples of his advertising designs. The study also examines Hopkins’ renowned advertising campaigns designed skillfully with pre-emptive claim.

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