Relevance rewarded: 'Louie, the Fly' turns 50

Newby, Leonce & Luck, Edwina M. (2007) Relevance rewarded: 'Louie, the Fly' turns 50. In Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007, 3-5 December 2007, Dunedin, New Zealand.


Marketing often relies on dazzling experiential, visual and auditory advertising images to brand and persuasively promote products. The purpose of this paper is to undertake a critical experiential, visual and auditory analysis of the 'Louie the Fly' imagery, given the central role of these types of images in marketing communications. The analysis of the 'Louie the Fly' imagery used in Mortein’s® advertisements found that although the imagery had been modified during the life of the campaign to meet changing consumer expectations brought about by technological advances, the fundamental thematic imagery conveyed a strong persuasive message to consumers through all the campaigns. The central character, Louie, has retained his appeal during his 50 year lifespan. 'Louie the Fly' advertisements have successfully used contextually effective imagery to achieve brand recognition for Mortein®.

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ID Code: 13094
Item Type: Conference Paper
Refereed: Yes
Additional Information: The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).
Additional URLs:
Keywords: advertising, imagery, cartoon, social learning, brand
ISBN: 9781877156299
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2007 (please consult author)
Deposited On: 20 Mar 2008 00:00
Last Modified: 29 Feb 2012 13:36

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