Patron Saint of Advertising
Today, advertising is everywhere—on television and the Internet, in newspapers and magazines, and
on billboards and the sides of buses. Advertising wasn't nearly as prevalent in Ben Franklin's time.
When someone wanted to sell something in the eighteenth century, he or she had to devise a way to
get the word out on the product. As today, some people did it better than others, and Ben Franklin
(who is sometimes called the "Patron Saint of Advertising") did it better than most.
Franklin used his position as a publisher to advertise ideas as well as products. Through letters to the
editor, often appearing with pseudonyms, Franklin tried to convince the public to "buy" his ideas. It
was through letters like these that he convinced the population of Philadelphia that they needed fire
fighters. He also sold the ideas of forming a militia to protect lives and property, of building a public
hospital to minister to the sick and ailing, and of keeping the streets clean.
Early in his career, Franklin realized that the public's perception of reality was as important as the
reality itself. He believed that he would get more work for his business if people thought of him as a
really hard worker. Franklin made sure that townspeople saw him hard at work early in the morning
and late at night, hoping that people would perceive "hard work" as "good work" and become
customers of his print shop.
Late in his career, Franklin used this same technique when he became America's first Minister to
France. During the voyage to France, Franklin wore a simple fur cap to keep his balding head warm.
He was wearing it when he arrived in Paris. Franklin was already well-known in France as a scientist
and intellectual, but the stylish Parisians were amused by the cap. They thought it made him look
like a natural backwoodsman. Franklin continued to wear the cap to give the impression that he was
a simple man from the Americas, even though he was one of the slyest diplomats the French would
ever meet.
Franklin's talent for affecting people's perceptions translated into the ability to sway public opinion.
Franklin was instrumental in convincing many colonists that they should be free of British rule.
Throughout the Revolutionary War, Franklin continued to affect public opinion in America, France,
and England.
When it came to selling products, he successfully marketed his redesign of a wood-burning stove
through a pamphlet that used a number of sales techniques that are commonplace today. He talked
about the science of heat and heat transmission, called upon authorities to reinforce his arguments,
and highlighted the healthful benefits. He also used graphics and ended the pamphlet with a clever
verse, not unlike our modern jingles. Ironically, Franklin's stove didn't work very well until another
inventor improved its design. Yet still today we believe the "Franklin Stove" is one of the best heaters
ever invented — perhaps a tribute to Franklin's marketing prowess.
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Benjamin Franklin was naturally curious and liked to learn how things work. When he got tired
of switching between two pairs of glasses – one for reading and one for distance, he cut each pair
in half to create the bifocal lens. When he wanted to swim faster, he created swim fins. And
when he wanted to reach a high shelf, he invented a long reach device.
What invention have you always wished for in order to make your life easier? On the worksheet
provided, explain the purpose of your invention and come up with a product name. Then,
determine the demographic for your invention and explain how your advertisement will use each
of the Rhetorical Devices (Ethos, Pathos, Logos) to sell your product.
Grading Rubric
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7
6
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Planning Your Advertisement
Purpose of the product:
___________________________________________________
Product name: ___________________________________________________
Demographic you are trying to reach (check all that apply) :
Age
[]
[]
[]
[]
[]
[]
0-12
13-17
18-24
25-35
36-50
50 +
Race []
[]
[]
[]
[]
African-American
Asian
Caucasian
Hispanic
______________
Gender [] Male
[] Female
Other:
Explain in detail how your advertisement will use pathos (emotion) to sell the product:
Explain in detail how your advertisement will use logos (facts/stats) to sell the product:
Explain in detail how your advertisement will use ethos (credibility) to sell the product:
Planning Your Advertisement
Other Advertising Strategies
Choose three of the following and explain how you will use these strategies to sell your
product:
Avante Garde: the suggestion that using this product puts the user ahead of the times.
Magic Ingredients: the suggestion that some almost miraculous discovery makes the product
exceptionally effective.
Patriotism: the suggestion that purchasing this product shows your love of your country.
Transfer: positive words, images, and ideas are used to suggest that the product being sold is
also positive.
Plain Folks: the suggestion that the product is a practical product of good value for ordinary
people.
Snob Appeal: the suggestion that the use of the product makes the customer part of an elite
group with a luxurious and glamorous lifestyle.
Bribery: offers you something “extra” with the product.
Bandwagon: the suggestion that you should join the crowd or be on the winning side by using a
product--you don’t want to be the only person without it!
Strategy # 1: _________________________
How you will use this strategy to sell your product:
Strategy # 2: _________________________
How you will use this strategy to sell your product:
Strategy # 3: _________________________
How you will use this strategy to sell your product: