In contrast, females prefer happy ads when they are feeling happy. The television programs in which ads are embedded influence a viewer's mood state. Susan Wojcicki, author of the article "Ads that Empower Women don't just Break Stereotypes—They're also Effective" discusses how advertising to women has changed since the first Barbie commercial, where a little girl tells the doll that, she wants to be just like her. Little girls grow up watching advertisements of scantily clad women advertising things from trucks to burgers and Wojcicki states that this shows girls that they are either arm candy or eye candy. Alternatives Other approaches to revenue include donations, paid subscriptions, microtransactions, and data monetization. Websites and applications are "ad-free" when not using advertisements at all for revenue. For example, the online encyclopaedia Wikipedia provides free content by receiving funding from charitable donations. "Fathers" of advertising Late 1700s - Benjamin Franklin (1706–1790)- "father of advertising in America" Late 1800s - Thomas J. Barratt (1841-1914) of London - called "the father of modern advertising" by T.F.G. Coates Early 1900s - J. Henry ("Slogan") Smythe, Jr of Philadelphia - "world's best known slogan writer" Early 1900s - Albert Lasker (1880-1952) - the "father of modern advertising"; defined advertising as "salesmanship in print, driven by a reason why" Mid-1900s - David Ogilvy (1911–1999) - advertising tycoon, founder of Ogilvy & Mather, known as the "father of advertising" Influential thinkers in advertising theory and practice N. W. Ayer & Son - probably the first advertising agency to use mass media (i.e. telegraph) in a promotional campaign Claude C. Hopkins (1866–1932) - popularised the use of test campaigns, especially coupons in direct mail, to track the efficiency of marketing spend Ernest Dichter (1907-1991) - developed the field of motivational research, used extensively in advertising E. St. Elmo Lewis (1872-1948) - developed the first hierarchy of effects model (AIDA) used in sales and advertising Arthur Nielsen (1897-1980) - founded one of the earliest international advertising agencies and developed ratings for radio & TV David Ogilvy (1911-1999) - pioneered the positioning concept and advocated of the use of brand image in advertising Charles Coolidge Parlin (1872–1942) - regarded as the pioneer of the use of marketing research in advertising Rosser Reeves (1910–1984) - developed the concept of the unique selling proposition (USP) and advocated the use of repetition in advertising Al Ries (1926-2022) - advertising executive, author and credited with