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®.
Impact and interest:
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Additional Information:||The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).|
|Keywords:||advertising, imagery, cartoon, social learning, brand|
|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|
|Last Modified:||29 Feb 2012 23:36|
Repository Staff Only: item control page