Research On Claude Hopkins’ Advertising Thought

Claude C.Hopkins is a representative figure in American advertising field and one of the founders of modern advertising from the end of 19th century to the early 20th century.He is an outstanding copywriter and planner.Hopkins has opened up a lot of new paths in the field of advertising,and many of his advertising ideas are still of great significance at present.This study traces back to the background of Claude Hopkins and the theoretical origin of his thoughts.His advertising thought was born in the period of the completion of modern industrialization in the United States.The rapid development of American newspaper industry and the popularization of American mass education provided development conditions for its birth.In addition,Hopkins absorbed the thoughts of John E.Powers,John E.Kennedy and Albert Lasker,and developed his own advertising ideology system on the basis of other famous advertisers.The advertising thought of Claude Hopkins is mainly composed of three aspects,namely,the idea of advertising content "advertising is sales promotion",the thought of "advertising should master the public psychology" and the scientific advertising mode.In the ideological system of "advertisement is sales promotion",he put forward the theory of "pre possession"and "hard sales model",advocating the creation of personalized salesmen and the theory of invalid advertising pictures;in the ideological system of "advertising should master the public psychology",he proposed to follow altruistic psychology to provide services for the audience,and put forward the advertising psychology of sample distribution,that is,to raise the threshold of sample acquisition and strengthen the quality of advertising In the scientific advertising mode,he proposed and improved the test marketing model,sample distribution mode and mail order advertising mode.The advertising thought of Claude Hopkins is of great theoretical significance."Pre occupancy" has a profound impact on the relevant theories of brand communication,and has opened up a rigid sales model and laid a foundation for the study of advertising psychology.In addition,this paper analyzes the limitations of Claude Hopkins’advertising thought:giving the hard selling theory too high a position,criticizing the advertising picture more subjectively,mail order advertising thought has the limitations of the times.Therefore,we should treat Claude Hopkins’ advertising thought dialectically and critically.In addition,his advertising thought has important practical significance."Advertising is a marketing technique" has an important guiding significance for e-commerce live broadcasting.He attaches importance to the service of advertising to provide guidance for experiential marketing,and "sample distribution mode" also provides reference for advertising in the era of big data.Finally,this paper discusses the academic status of Claude Hopkins’s advertising thought based on the evaluation of domestic and foreign scholars.