Английская Википедия:E. St. Elmo Lewis

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Шаблон:Similar names Elias St. Elmo Lewis (March 23, 1872 – March 18, 1948) was an American advertising advocate. He wrote and spoke prolifically about the potential of advertising to educate the public. He was inducted into the Advertising Hall of Fame posthumously, in 1951.[1] He is the author of AIDA marketing model.

Biography

Lewis was born in Philadelphia as son of Enos Rees and Mary Bartram Lewis. He descended on maternal side from John Bannister Gibson and John Bartram, on paternal side from the same family as Meriwether Lewis.[2] His middle name, St. Elmo, was derived from the eponymous novel by Augusta Jane Evans published in 1866.[3] Lewis was educated at North Broad Street Select School in Philadelphia, later renamed into "Eastburn Academy" after its founder, then at the University of Pennsylvania where he edited the "University Courier" in 1893 and 1894. In 1895, he was the editor of an arts publication called "Moods", and business manager of "Footlights, A Clean Paper for the Theatre Goer" while also acting as a junior partner and business manager for a printing company.[4]

Lewis founded an advertising agency in 1896 called The Advertisers' Agency which was located in the old Penn Mutual Building in Philadelphia.[5] Its business slogan - "Ask Lewis about it" - gained proverbial fame.[6] He took charge of the diphtheria antitoxin advertising of the H. K. Mulford Company in 1896.[7] The Advertisers' Agency established branch offices during the first half of 1897, first in Buffalo, then in Detroit. The Buffalo office was headed by Frank Fellows, formerly employed by The Charles H. Fuller Company.[8] Charles J. Shearer, former advertising manager to Strawbridge & Clothier in Philadelphia, became President of The Advertisers' Agency in July 1897, while Lewis retained his old position as General Manager.[9] In July 1901, Lewis was selected by the Peirce School in Philadelphia to conduct the Peirce School of Advertising.[10][11] In that year, The Advertisers' Agency was succeeded by E. St. Elmo Lewis, Incorporated with a capital stock of $50,000.[12] Lewis resigned from his company in November 1902 and sold all his stock holdings a year later.[13] Lewis worked at the National Cash Register Company from 1902 to 1903.[14] E. St. Elmo Lewis, Inc. was eventually dissolved in 1906.[15]

In September 1903, Lewis joined the staff of The Book-Keeper as assistant general manager and as general managing editor of the journal.[16][17] In 1904, that company published his book The Credit Man and His Work, which lists him as 'Fellow The International Accountants Society, Inc.' and 'Managing Editor "The Business Man's Magazine"'. No reference can be found to him having worked as a 'credit man' (manager).

He then became the advertising manager for Burroughs Adding Machine Company (manufacturer of the first widely used calculator) from 1905 to 1914.[18] In June 1910, Lewis was elected president of the newly founded National Association of Advertising Managers at their first regular meeting at Hotel Pontchartrain in Detroit.[19] He had conceived the idea of forming a select organization of advertisers as early as Summer 1908 and wrote a letter to Alfred Darlow, advertising manager of the Union Pacific Railroad Company, to ask for his cooperation.[20] In September 1914, he became vice-president and general manager of the Art Metal Construction Company in Jamestown (NY).[21] Lewis joined the Campbell Ewald Co. as advertising and sales counsel in December 1915.[22] He was associated with that company until 1926.[23]

Afterwards, Lewis worked for National Services, Inc. in Detroit as counsellor in consumer and trade relations,[24] and, as of 1931, as vice-president and editorial director of the Keystone Publishing Company in Philadelphia.[25] In 1932, Lewis joined a newly formed organization called Advisory Management Corporation in Philadelphia as chief of staff of the marketing division.[26] In early 1937, he was asked by the "Evansville Co-Operative League", an organization of large industrial firms in Evansville (IN), to outline a community program and platform.[27][28]

Lewis was married to Maude Rose Wherry. In the early 1940s, the couple moved from Detroit to St. Petersburg, Pinellas County (FL), "on doctors' orders", as the Highway Traveler noted in 1946, "to take care of an overworked heart." He died there on March 18, 1948.[29] Maude Rose survived her husband by 28 years. She died on March 31, 1976.[30]

Advertising principles

Since 1925 when The Psychology of Selling and Advertising by Edward K. Strong, Jr. was published, it became commonplace to attribute the authorship of the AIDA model to Lewis. According to Strong, Lewis formulated the slogan attract attention, maintain interest, create desire in 1898, adding later the fourth term get action.[31]

The following table summarizes Lewis' evolving idea concerning the principal functions of advertising:

Year Model Source
1899 to catch the eye of the reader, to inform him, to make a customer of him The Western Druggist, 21 (February), p. 66
1903 attract a reader, interest him, convince him The Book-Keeper, 15 (February), p. 124
1908 attract attention, awaken the interest, create the conviction Financial Advertising, Indianapolis: Levey Bros. & Co.
1909 attract attention, awaken the interest, persuade / convince The Bankers' Magazine, 78 (April), pp. 710–711

The earliest, rudimentary discussion of advertising principles appeared in a column which Lewis wrote for The Inland Printer under the pen name "Musgrove". In the August 1897 issue he stated:

Шаблон:Blockquote

A quote in the December 1897 issue of Fame - A Journal for Advertisers provides further evidence that Lewis reflected about advertising principles even prior to 1898:

Шаблон:Blockquote

Two elements from the 1898 slogan were already present, "attract attention" and "maintain interest" (=sustained attention, see below).

In his book Financial Advertising Lewis gave the subject the most detailed treatment. Its appearance was scheduled for Fall 1907,[32] but was postponed when a financial crisis, the so-called Panic of 1907, hit the United States. From the initially planned 600 pages the book grew to almost 1000 pages. The original components from the 4-part slogan attract attention, maintain interest, create desire, get action were scattered around the pertinent chapters on advertising principles.[33] In addition, Lewis used language variants in order to express the same idea, e.g. "create demand" for "create desire", or "hold interest" for "maintain interest".[34] It is therefore convenient to differentiate between the 4-part advertising slogan, which was initially targeted toward an educational audience,[35] and the 3-part advertising model in which variable features are assigned to its components.[36]

"The three elements in any successful advertisement must occur to any man who will analyze the advertisements that have appealed most strongly to him," wrote Lewis at the beginning of his discussion of advertising principles. The first requirement is to attract attention. "If we cannot gain the reader’s attention it is manifestly impossible for us to interest or convince him."[37] From this principle Lewis derived two hypotheses, namely that the reader is “attracted in proportion to the strength of the personal appeal to him” and, secondly, "favorable attention is conducive to close attention."[38] In accordance with William James’ definition of interest as sustained attention, Lewis postulated furthermore that an attention attractor should "hold the mind long enough to let it [the attention] merge into interest, without the conscious effort of the reader."[39] This constitutes the second component of the model, awaken the interest. As a third requirement, the advertisement "must convince the reader of the reasonableness and correctness of its claims and arguments – it must make him consciously assent to its logic and conclusions."[40] To that principle Lewis assigned the step "get action" from the original slogan. As the advertisement produces conscious assent, it arouses to action. A classic strategy to "get action at once" is to furnish the advertisement with a coupon which the reader is required to fill out. "The coupon is to advertising what the ready order-blank and fountain pen are to the salesman."[41]

Later, as a result of changing market conditions in the early 20th century, Lewis placed special emphasis on the third stage of his advertising slogan in an article titled "Make 'm Buy Cars":

Шаблон:Blockquote

The influence of Harvard professor William James on Lewis was profound.[42] The idea of mental states merging into each other can be traced back to James' concept of the stream of consciousness in general and his distinction between substantive and transitive states of mind in particular.[43] Having introduced this idea into advertising theory marks Lewis' lasting contribution, regardless of which elements were added later to the model or in which order the elements were arranged. Apart from this, James' influence extends to Lewis' terminological usage as well (e.g. "mental machinery" and others).

In retrospect, Lewis wrote about his career in the advertising business:

Шаблон:Blockquote

Other work

A rather neglected source in the history of organizational behavior is Lewis' book Getting the most out of business. It ran through six editions in the first four years after its appearance in 1915 and was translated into French in 1923. Based on a series of twelve articles written for The Caxton under the title "The New Gospel of Efficiency," he reformulated in this work the ideas of the Efficiency Movement in a systematic manner. Lewis contrasted the schools of scientific management by Frederick Winslow Taylor and Harrington Emerson and called for the "development of the whole man for the whole business":

Шаблон:Blockquote

In 1911, Lewis gave a speech before the American Bankers Association, titled "The Savings Idea and the People," advocating that savings bankers adopt a policy of "aggressive conservation," wherein they recognize that in order to make savings a national trait, they must acknowledge that "they are here as an economic necessity, representing the principle of the conservation of human effort, and that in order to conserve they have a duty for which they must fight, educate, plead and teach the people..."[44]

Anecdotes

The March 1905 issue of Ad sense narrates the story of how Lewis' life was once threatened by an unknown "would-be-murderer":

Шаблон:Blockquote

Notes

Шаблон:Reflist

Selected bibliography

As a young advertising agent, Lewis took charge of several advertising columns in pharmaceutical and printing journals:

  • "Printing and Publicity Problems" (under the pen name "Musgrove," The Inland Printer, 1897)
  • "The Struggle for Publicity" (The Spatula, 1897–98)
  • "Side Talks about Advertising" (The Western Druggist, 1899)
  • "Publicity for Printers" (under the pen name "Musgrove," The American Printer, 1900–01)
  • "Advertising Department" (The Book-Keeper, 1901–03)
  • "Advertising It" (The Spatula, 1901)

Books

  • (1897) The Heart of It, Philadelphia: The Advertiser's Press [contains theory and practice of drug advertising]
  • (1899) Publicity for Printers, Winchester: The Enterprise Printing Company [under the pen name "Musgrove"]
  • (1904) The Credit Man and his Work, Detroit: The Book-Keeper Publishing
  • (1908) Financial Advertising, Indianapolis: Levey Bros. & Company
  • (1914) Efficient Cost Keeping, Detroit: Burroughs Adding Machine Company (3rd edition)
  • (1915) Getting the most out of Business, New York: The Ronald Press
  • (1935) A Special Training Course for Chevrolet Service and Parts Managers, Chicago: Argus Press
  • (1936) Going to make a Speech? New York: The Ronald Press

Journal Articles

  • (1899) "Side Talks about Advertising," The Western Druggist, 21 (February), 65-66
  • (1903) "Advertising Department: Catch-Line and Argument," The Book-Keeper, 15 (February), 124-128
  • (1909) "The Duty and Privilege of Advertising a Bank," The Bankers' Magazine, 78 (April), 710-711
  • (1910) "More Science in Advertising," Printers' Ink, 70, (January 26), 58-61
  • (1910) "Developing Exact Knowledge about Advertising," Printers' Ink, 72, (August 11), 17–19; (August 25), 65-70
  • (1911) "Creative Salesmanship," Ford Times, 5 (November), 58-61
  • (1911) "New Gospel of Efficiency," The Caxton, 37-38
  • (1916–17) "The Six Principles of Scientific Salesmanship," Engineering Magazine, resp. Industrial Management, Vols. 52-53 [article series in eight parts]
  • (1918) "Propaganda as a Modern Part of Advertising," Advertising and Selling, 28 (June), 11, 59
  • (1920) "What if there should be a Brotherhood of Consumers," Printers' Ink, June 3, 8-12
  • (1925) "Making the Advertising Man to See the Customer's Viewpoint," American Industries, May, 44-45
  • (1930) "Problems of the Consumer," Brick Clay Record, 76(8), 519-522
  • (1937) "A Critique of Consumer Cooperative Theory and Practice," Annals of the American Academy of Political and Social Science, 191, 192-201

References

No monograph has been written up to date on E. St. Elmo Lewis. The article "Lewis - Builder of Business" by J. W. T. Knox, who was a close friend to Lewis, contains important biographical details.

  • (1895) "E. St. Elmo Lewis, Editor of Moods," Current Literature, 18 (August), 105
  • (1897) "E. St. Elmo Lewis - Advertising," The Inland Printer, 19 (May), 185
  • (1901) E. St. Elmo Lewis, "Five years ago I started in business," The Book-Keeper, 14 (October), 7
  • (1910) J. H. Collins, "Lewis and the Adding Machine," Printers' Ink, 71 (April 20), 3-6
  • (1911) J. W. T. Knox, "Lewis - Builder of Business," The Caxton, 11 (January), 11-20
  • (1914) A. N. Marquis, The Book of Detroiters. Chicago: A. N. Marquis, 305-306
  • (1916) Who's Who in Advertising. Detroit: Business Service Corporation, 43-44

External links

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  1. ↑ Advertiser's Digest, Vol. 16, September 1951, p. 27
  2. ↑ A. N. Marquis, The Book of Detroiters, Chicago 1914, p. 305
  3. ↑ E. E. Calkins, Louder please! The autobiography of a deaf man, Boston 1924, p. 38: Шаблон:Blockquote
  4. ↑ "E. St. Elmo Lewis, Editor of Moods," Current Literature, 18 (August), p. 105
  5. ↑ Marquis, 1914, p. 305: Шаблон:Blockquote Without exception, all ads for Lewis' agency state 1896 as the year of its establishment. For a description of the building on Chestnut street, erected in 1891, see "The new home of the Penn Mutual", in: Philadelphia and popular Philadelphians, Philadelphia 1891, p. 94-95
  6. ↑ F. V. Owen, "The Advertising Man's Place in Business," The Ad Book, Vol. 1, July 1897, p. 9: Шаблон:Blockquote
  7. ↑ "Successful Medical Advertising," Printers' Ink, Vol. 20, August 4, 1897, p. 31: Шаблон:Blockquote The Advertiser's Digest noted on the occasion of Lewis' induction into the "Advertising Hall of Fame" that in the same year "he made one of the first scientific customer research surveys, studying the use of serums and anti-toxins among 5,000 physicians" (see Footnote 1).
  8. ↑ Printers' Ink, March 3, 1897, p. 31; The Inland Printer, Vol. 19, p. 95
  9. ↑ "The Advertisers' Agency," The North American, July 9, 1897, p. 2; "A business that grows has merit in it," Printers' Ink, July 21, 1897, p. 39
  10. ↑ E. St. Elmo Lewis, "There is no advertising 'school' in the United States", The Spatula, August 1901, p. 685; E. St. Elmo Lewis, "My little talk last month," The Spatula, September 1901, p. 765; E. St. Elmo Lewis, "Five years ago I started in business," The Book-Keeper, 14, October 1901, p. 7. For details about Lewis' course at Peirce School see J. H. Sinberg, "How to Become an Advertising Man. An Interview with E. St. Elmo Lewis, Instructor in Advertising at the Peirce School, Philadelphia," Printers' Ink, Vol. 38, January 1, 1902, pp. 46-47
  11. ↑ "Advertising as a Fine Art," The American Printer, November 1901, p. 228: Шаблон:Blockquote
  12. ↑ Advertising Experience, Vol. 9, November 1901, p. 38; Annual Report of the State Auditor of the State of Delaware. 1901, Dover 1902, p. 107. The new business address was 518 Walnut Street, Philadelphia.
  13. ↑ "A Personal Note from Mr. Lewis," The Book-Keeper, April 1904, p. 140
  14. ↑ "E. St. Elmo Lewis," Ad sense, Vol. 13, December 1902, p. 513: Шаблон:Blockquote
  15. ↑ O. C. Klinger, Obsolete Securities, New York 1923, p. 133
  16. ↑ The American Printer, October 1903, p. 159: Шаблон:Blockquote
  17. ↑ Ad sense, Vol. 15, November 1903, p. 420: Шаблон:Blockquote
  18. ↑ "Lewis leaves Business Man's Magazine," Ad sense, Vol. 18, May 1905, p. 490; "E. St. Elmo Lewis to Leave Burroughs," Printers' Ink, Vol. 88, August 20, 1914, p. 12
  19. ↑ "E. St. Elmo Lewis, President Advertising Managers' Association," Trust Companies, Vol. 11, July 1910, p. 51
  20. ↑ "Darlow has quit the Union Pacific," Norfolk Weekly News-Journal, August 28, 1908, p. 5. For details about the mission of the organization, which was later renamed into "Association of National Advertisers", see "The proposed Association of Advertising Managers", Printers' Ink, Vol. 71, June 30, 1910, p. 60
  21. ↑ The Metal Industry, Vol. 12, October 1914, p. 445
  22. ↑ "E. St. Elmo Lewis Returns to City," Detroit Free Press, December 2, 1915, p. 5; "E. St. Elmo Lewis maps out future activities," Michigan Manufacturer and Financial Record, December 11, 1915, p. 6
  23. ↑ "E. St. Elmo Lewis Leaves Campbell-Ewald", Printers' Ink, March 4, 1926, p. 12
  24. ↑ Iron Trade Review, 1927, Vol. 80: Шаблон:Blockquote
  25. ↑ "E. St. Elmo Lewis Joins Keystone Publishing," Printers' Ink, Vol. 154, 1931: Шаблон:Blockquote
  26. ↑ "Form Counseling Organization at Philadelphia", Printers' Ink, Vol. 158, 1932: Шаблон:Blockquote Charles Edward Knoeppel (1881-1936) was hired as assistant to the president of that company. Knoeppel authored the book Profit Engineering (McGraw-Hill, 1933) to which Lewis contributed the chapter "Securing Sales Called for by Profitgraph".
  27. ↑ E. F. Forbes, "Evansville puts its house in order," Nation's Business, Vol. 27, February 1939, pp. 59-61. The "Platform for Industrial Peace in Evansville" was published for instance in the November 21, 1937 issue of The Evansville Press
  28. ↑ An organizational chart of the League was provided by T. J. Morton, "Public Relations Job," Factory Management and Maintenance, Vol. 96 (12), 1938, p. 40; reproduced in A. G. Anderson, Industrial Management (New York, 1942, p. 12) and M. J. Jucius, Personnel Management (Homewood, 1963, p. 331)
  29. ↑ "Famous Advertising Man, Author, Dies Here at 75," St. Petersburg Times, March 19, 1948, p. 12; "E. St. Elmo Lewis Dies in Florida at Age of 76," Detroit Free Press, March 20, 1948, p. 8; see also the death notice in Printers' Ink, Vol. 223, Apr-June 1948, p. 137; and, the obituary by R. O. Eastman, "Tribute to a Pioneer" in the same volume (p. 20)
  30. ↑ Detroit Free Press, April 1, 1976, p. 10
  31. ↑ E. K. Strong, Jr. The Psychology of Selling and Advertising. New York 1925, p. 349 and p. 9.
  32. ↑ "A noteworthy work on financial advertising," Trust Companies, Vol. 4, April 1907, p. 238; "Bank Advertising," The Bank Man, Vol. 2, April 1907, p. 49; "New Book on Financial Advertising," The Bankers' Magazine, Vol. 6, June 1907, p. 845; "A Book on Financial Advertising," The Banking Law Journal, Vol. 7, July 1907, p. V
  33. ↑ "Attract attention" p. 95, et passim; "maintain interest" p. 126, et passim; "get action" p. 165, et passim
  34. ↑ cf. R. Riedl, "AIDA-Formel," in: G. Ueding (Hrsg.), Historisches Woerterbuch der Rhetorik [Historical Dictionary of Rhetoric], Darmstadt 1992, Vol. 1, pp. 293-94.
  35. ↑ Strong, 1925, p. 9:Шаблон:Blockquote Evidence for Strong's claim that Lewis gave a course in 1898 comes from a 1904 advertisement for the Lewis Course of Individual Instruction in Advertising. The advertisement dates the beginning of that course back to the year 1898. See "You and Your Future," The Book-Keeper, Vol. 17, July 1904, p. 150
  36. ↑ Riedl, 1992, p. 293
  37. ↑ Lewis, 1908, p. 95
  38. ↑ Lewis, 1908, p. 95 & 121
  39. ↑ Lewis, 1908, p. 105
  40. ↑ Lewis, 1908, p. 162
  41. ↑ Lewis, 1908, p. 176
  42. ↑ J. W. T. Knox, "Lewis - Builder of Business," The Caxton, 11(4), January 1911, p. 14: Шаблон:Blockquote See also Strong, 1925, p. 9
  43. ↑ W. James, The Principles of Psychology, New York 1890, Vol. 1, Ch. 9; W. James, Psychology, New York 1892, Ch. 11; cf. Riedl, 1992, p. 286
  44. ↑ E. St. Elmo Lewis, "The Savings Idea and the People", in Proceedings of the Thirty-Seventh Annual Convention of the American Bankers Association, New York 1911, pp. 633-651.
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