![]() A large role in this assault on technological gobbledygook was played by “Chipper”. In a fall 1991 big advertising campaign, RCA declared war on high technology's confusing terminology. RCA, high technology even your dog can use RCA DSS Ad poster campaign, was hailed by Time Magazine as “the most successful new product launch of the year”. In 1995, a major RCA Advertising campaign created by A&P on RCA’s Digital Satellite System (DSS) launch in US, featured RCA dogs “Nipper” and “Chipper”, and included TV spots, Magazine Print ads and In-Store POS. The pup embodied youth and vigor: TV advertisements featured “Chipper” skydiving and skateboarding. "Chipper” stood for being more up-to-date, while ”Nipper” was enduring and reliable and stood for the company that invented the color TV. “Chipper” represented the new breed of high-technology, design and innovation inherent in RCA products. “Chipper”, of the next canine generation, in advertisements, was staring not at gramophones, but instead was enjoying new, high-tech electronics. The name “Chipper” won a contest that RCA sponsored in 1991 to name the puppy dog: it connoted several ideas: "a computer chip a chip off the old block chipper, happy and upbeat, and it rhymed with “Nipper”. A&P brought back “Nipper” the dog –, the familiar pooch who has appeared in RCA's ads since 1929, – and then, to showcase RCA’s next generation of products, and to complement “Nipper”, introduced a Jack Russell Terrier young puppy “Little Nipper”. In 1990, advertising agency “Ammirati & Puris” (A&P) mixed the old with the new to give RCA brand a refurbished image and a much-needed boost. ![]() A deal was made for both the painting and the copyright, and in October 1899 the deal was sealed when Barraud delivered the painting. He offered to buy the painting and the rights to it if Barraud would make it a record gramophone instead of a cylinder phonograph, which Barraud did. Barraud liked the idea but needed a gold horn from which to model the new version of the painting, so he visited Barry Owen, the manager of Liverpool’s newly formed Gramophone Company, who understood the commercial possibilities. But the representatives of the company failed to see how it could help sales and turned down his offer, because they believed that dogs don't listen to phonographs, as was their logical if unimaginative conclusion.įriends liked the painting and suggested to Barraud that he might make it more appealing by substituting a gold horn to replace the black Edison horn. Thinking commercially and noting that the “Nipper” dog was listening to an Edison Bell cylinder, Barraud wrote to the Edison Bell Company in New Jersey for them to use the painting in their advertisements.
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