Funda ngakumbi Ngomtsalane we-Influencer omkhulu kunazo zonke
Wazalelwa eBronx kwisixeko saseNew York ngo-Agasti 13, 1911, uWilliam (uBill) uBernbach akanayo umbuzo obaluleke kakhulu kunye nomthelela kumbandela weentengiso zanamhlanje. Umlingani osisiseko sikaDoyle Dane Bernbach (DDB), wayengumbhali we-copywriter kunye nomqondisi wokudala owaguqula ubuso beentengiso, kwaye phantse yonke i-arhente yentengiso namhlanje incike kwiimbono kunye nesakhiwo esenziwa nguBill Bernbach.
Imfundo kaBill Bernbach kunye neNkcazo yasekuqaleni
Ngo-1932, kunye ne-21 ubudala, uBernbach wathola i-BA evela kwiYunivesithi yaseNew York. Wayehloniphekile ngesiNgesi, kodwa wafunda ifilosofi (into eya kubonisa ukuba iyabaluleka kumsebenzi wakhe wokukhangisa) kwakunye nokuphathwa kwezoqoqosho kunye nomculo (uBernbach wadlala ipiyano).
Ngowe-1932 kwakungelona xesha lihle kakhulu lokugqiba kuyo nayiphi na inyuvesi njengokuba kwakukho ukunyuka kweemeteoric kokudakumba okukhulu. Ukungabikho kwemisebenzi kwakukho kwiirekhodi eziphezulu, ukuziphatha kweli lizwe kwakusezantsi. Ngethamsanqa ngoBernbach, intsapho yakhe yayinobudlelwane kunye neSchenley Distillers kwaye ngo-1933 wanikezwa umsebenzi kwikamelo leposi. Kwakungeyona indawo awayehlala kuyo ixesha elide. Ubuchule bakhe ngamazwi, kunye nesifiso sakhe semvelo, bhanyisa kwaye wabhala isikhangiso kwi-Schenley yase-American Cream Whisky.
Isibhengezo sagijima, kwaye uBernbach wakhuthazwa kwisebe lokukhangisa ngaphakathi.
Emva kweminyaka emithandathu eyimpumelelo eSchenley Bernbach yashiya ukulandela iinjongo eziphezulu.
Waba ngumlobi-ku-Grover Whalen, intloko ye-World Fair Fair ka-1939, kwaye esuka apho wangena kwi-advertise-line e-William Weintraub (apho wahlukana nomlawuli wezobugcisa uPaul Rand).
Ukulandela uhambo lweeminyaka amabini kwiMfazwe yeHlabathi II, uBernbach wasebenza ngokufutshane kwiCoty, waza waqhubela kwi-arhente enkulu ebizwa ngokuba yiGrey Advertising.
Kwakunjengale nkonzo ukuba uBernbach wavelisa izakhono zakhe nangakumbi, kwaye ngo-1947 wayengumlawuli weCreative eGrey.
UBill Bernbach ufumana iDDB kunye noNed Doyle kunye noMac Dane
Ngethuba leminyaka yakhe eGrey, uBernbach waba ngumhlobo olungileyo noJames Edwin "uNed" uDoyle noMaxwell "Mac" Dane. UDoyle wayengumphathi ophezulu eGrey, kwaye uDane wayephethe i-adversi encinci ebizwa ngokuba nguMaxwell Dane, Inc. I-agesi yahlala iminyaka emihlanu nje, njengoko uDane wavala ukuba uqale uDoyle Dane Bernbach (DDB) kunye noBill no-Ned.
Iintsuku zokuqala kwiDDB zaziqhelekileyo nakwiyiphi na inkonzo yokuqalisa. Umsebenzi wawunzima ukuqala, kwaye abathathu abasunguli badlala indima enkulu. UBill Bernbach wayengumthombo wamandla wokudala kwi-arhente, ukudala iintengiso eziphinda zahlengahlengiswa indlela ukukhangisa kubonwa ngayo, kubonwa, kudalwa, kuthengiswa kwaye kukhunjulwa.
Ezinye zeekhankaso eziphawulekayo zeBernbach ziquka: Cinga i-Small Small neLim kwi-VW Beetle (i-VW Beetle ikampu yaphendulela ukukhangisa entloko yayo); Silingela nzima kwi-Avis; Awunayo ukuba ngumYuda ukuthanda iLevy ye-Levy's Rye Isonka; Mikey for Life Cereal; Kulula kakhulu kwiPolaroid.
UDoyle Dane Bernbach Ubeka i-Standard
Ngaphambi kweDDB, abalawuli bezobugcisa kunye nabakhophi beencwadi babesebenza ngokuhlukileyo. Kwaye akuthethi ukuba basebenze kwiidesksi ezahlukileyo, babehlala kumasebe ahlukeneyo, kumgangatho ohlukeneyo, okanye nakwizakhiwo ezahlukeneyo.
Umkopishi wayeza kubhala ikopi yesibhengezo, kubandakanywa umxholo, kwaye ikopi iya kudluliselwa kumlawuli wezobugcisa oza kusebenzisa iziboniso kunye nopilisi ocacileyo.
UBernbach wabona iphosakelo elikhulu kulo mzekelo, kwaye wayitshintsha. Ukuqwalasela iintloko ezimbini ukuba zibe bhetele kunomnye, wabeka abalawuli bezobugcisa kunye nabafundi bee-copywriters kumaqela kwaye bacela ukuba bafumane isikhangiso njengeqela. Le ntsebenziswano, enoxanduva lomsebenzi oncomekayo ophuma kwi-arhente, uyimodeli esathatyathwa yi-arhente ye-arhente yamacandelo avelisayo.
Ngaphantsi kobunkokheli beBernbach kunye nemigangatho ephezulu, iDDB yakhula yaba yinto enkulu yezoshishino. Yayiyindawo yokusebenza; ukukhangisa abaye bakhiqiza kwakumgangatho oncomekayo, bayamangalisa ngabaxhasi babo kunye nezinye i-arhente.
UBill Bernbach uzuze amanqaku amaninzi ngexesha lakhe kwiDDB, kwaye waxoshwa kwi-Hallwriters Hall of Fame ngo-1964.
Ilifa lakhe lihlala kulo, kwaye nabani na osebenza kwintengiso bayazi igama lakhe, umsebenzi wakhe nobulumko bakhe. Wafa ngo-Oktobha 2 no-1982, eNew York City, eneminyaka engama-71.
Ukukhethwa kweeComputer zeBill Bernbach
UBill Bernbach ungomnye wabecatshulwa kakhulu, kwaye uhlawulelwe, abantu abavela kwimbali yentengiso. Nazi zimbalwa zengcaphuno zeBernbach ezingaze zihluleke ukuphefumlela.
- Into enamandla kunazo zonke kwiintengiso yinyaniso.
- Umkhankaso omkhulu wokhangisa uza kwenza umkhiqizo omubi ungaphumeleli ngokukhawuleza. Kuya kufumana abantu abaninzi bazi ukuba kubi.
- Ukupapashwa kubangelwa ukunyaniseka kunye nokukholisa ukuba akunjalo isayensi, kodwa ubugcisa.
- Akukho mntu ubala inani leentengiso oziqhubayo; ba khumbula nje indlela owenza ngayo.
- Izwi lomlomo liphakathi kweyona nto ibhetele.
- Ungatsho into elungileyo ngemveliso kwaye akukho mntu uya kuphulaphula. Ufanele uthethe ngendlela eyokuba abantu bayayivakalelwa emathunjini abo. Kungenxa yokuba ukuba abayiva, akukho nto iya kwenzeka.
- Ngenxa yokuba isikhangiso sibukeka esihle asikho yinshuwalense yokuba iya kukhangela. Bangaphi abantu owaziyo abangabonakaliyo ngokufanelekileyo?