Sold on ‘Art of Advertising’
By Sue Ellen Ross Post-Tribune correspondent November 19, 2012 1:38PM
Matt Valuckis, of V as in Victor Marketing company, speaks during "The Art of Advertising Around the World" program held at Purdue University Calumet in Hammond, Ind., Nov. 3, 2012. | Stephanie Dowell~Sun-Times Media
Updated: December 21, 2012 6:09AM
Carolyn Gregas and Hilda Montez are retired nurses interested in expanding their cultural and educational horizons. As they informally research various nationalities found in Northwest Indiana, the Merrillville ladies have found a plethora of fairs, dinners and performances that focus on different cultures.
One recent event they attended, “The Art of Advertising Around the World” at Purdue University Calumet, was an eye opener, they agreed.
“Wow, it’s interesting to know that many of the television commercials we see every day are similar to the ones shown in foreign countries — only in their language instead of ours,” Gregas said, as the afternoon’s emcee Matt Valuckis began a history lesson on advertising. “With so many chain restaurants and shopping stores located around the world, I guess this makes sense.”
Valuckis, of V as in Victor Marketing, narrated various ads shown on a large screen. The images showed different countries and cultures enjoying the same cars, food and services that we in the United States use.
The afternoon began with food from Nigeria and The Netherlands — seasoned rice and a filled turnover.
“Global organizations have taken note of Nigeria — a key player at the forefront in the market of the African advertising industry,” said Regina Biddings-Muro, interim vice chancellor for advancement at PUC, as she greeted the crowd of more than 200.
Before the printing press was invented, advertisements came through vocal announcements, Valuckis told the audience. The advent of modern advertising and promotion came on the scene when the printing press was developed in 1440.
The Wirt-Emerson Visual and Performing Arts Academy jazz band of Gary played during the show, giving snippets of past and present advertising jingles, as well as entire songs. Stephanie Cox of Chicago added her rich, upbeat voice to many of the selections.
They also enjoyed a presentation by Corya Channing’s theater students with a skit about the Fuller Brush Co.
After a video clip showing the students discussing possible advertising techniques for the company to utilize, the group took the stage — literally — in Alumni Hall and continued the skit in person.
“I didn’t realize the great talent here at Purdue,” said Harrold Canfield of Hammond, as he watched the stage action. “These kids are really good.”
Other performances followed on the stage — two dance selections by members of South Shore Dance Alliance, and a repertoire of drumming by the Wirt-Emerson Drum Line.
“These kids are great, you can tell they practice. How else can they be this good?” said Kimberly Cranston, of Merrillville, as thunderous applause greeted the drummers as they brought their various drums on stage. “Their hard work is paying off — just look at the audience.”
Sponsored by the Building Community Through the Arts program at Purdue University, the event is one of many offered to the community throughout the year that showcases culture, music and art.