Merrill Lynch
Merrill Lynch has used Aesop's fables for two advertising campaigns, one in the 1950's and one in the 1990's. It would be fun to check out how the later campaign might have used and differed from the earlier one. There is certainly a different quality to the two series of ads!
In the 1950's Merrill Lynch did a set of one-column black and white advertisements telling fables, attributing them to Aesop, offering for each an illustration, an application of the fable to investing, and an offer of help in answer to inquiries. The artist signs himself as Van Scheiber or Schierber or something similar.
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Merrill Lynch, The One-Eyed DoeDanger comes from the direction you least expect it. Now Walter is in Department S-32. In another ad, he was in S-44. I hope all those inquiries found him! -
Merrill Lynch, The Mother Lion and the BraggartsThe advertisement understands the fable well as about quality versus quantity. These ads generally direct an inquisitive potential client to the same person, Walter Scholl. Did Walter get a lot of mail? -
Merrill Lynch, The Milkmaid and her PailHere there are three parts to the illustration. The story is told as I like to tell it, about daydreaming and a dress. "Keep your mind on your business and don't go day dreaming about profits -- especially paper ones…. What's the best source for that kind of information and guidance? Your broker, of course." -
Merrill Lynch, The Goose and the Golden EggsThe application here, perhaps a bit stretched, is that a good investment may reach its term. Greedy hangers-on end up losing everything. -
Merrill Lynch, The Donkey and the ThistlesSince one man's meat is another man's poison, each of us should consult Merrill Lynch about how to invest our money. Here the artist signs his work. Is that Van Schreiber? -
Merrill Lynch, The Three TradesmanOnce again the advertisement honors the fable's lesson well. Each of the three men sees the city in his own terms. Such a confined view will always be dangerous in life! -
Merrill Lynch, The Farmer and the NightengaleThe point drawn is that of the traditional fable. A bird in the hand is worth two in the bush, as the nightingale tells the farmer -- after the farmer has released him to reveal a priceless truth. -
Merrill LynchAd copy for Merrill Lynch's advertising campaign: glossy pictures, large format, big margins. CP, FG, TMCM, "The Legend of the Dragon," and a double-sized spread including GA, "Two Goats," FG, TMCM, and CP. All are ©Merrill Lynch, Pierce, Fenner & Smith,Inc. -
Merrill Lynch, Fox and GrapesThe point drawn is not far from that of the fable this time. People walk away from investing because they cannot raise the necessary money, as the fox walked away from the grapes he could not reach. Merrill Lynch has a program that allows you to save up a little bit at a time. Do not go away! Start saving now! 50 cents a day will do it! There may be a helpful cultural tip in this advertisement. It starts “Nearly everybody knows this one….” Could we say that now 65 years later? The point drawn is not far from that of the fable this time. People walk away from investing because they cannot raise the necessary money, as the fox walked away from the grapes he could not reach. Merrill Lynch has a program that allows you to save up a little bit at a time. Do not go away! Start saving now! 50 cents a day will do it! There may be a helpful cultural tip in this advertisement. It starts “Nearly everybody knows this one….” Could we say that now 65 years later?