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2000 BCE
Fire
Used by the Phoenician merchants, fire announced the arrival of their boats filled with exotic goods such as fabric, jewelry, perfumes, ivory, etc. -
1999 BCE
Criers
Criers were part of the public authority who made public announcements as required. In Babylon, these criers were hired to proclaim virtues of products like carpets, tapestries and spices. -
1201 BCE
Papyrus
A type of paper made from plants, originated in Egypt. The first advertising text of commercial nature was found on papyrus. -
1200 BCE
KERUX, AXON, KYRBO
Kerux has the same role as the crier in Babylon, with oratorical power and power to tell the gods about wrongdoings, hence the advertisement was attained. Axon is a cube from stone or wood with written laws or policy statements. Kyrbo is the same as an axon but in a cylindrial shape, facilitation rotation and easy reading. -
Period: 700 BCE to 500 BCE
PRAECO AND GRAFFITI
In Rome, praecos were servants who proclaimed official notices and brought order in the courtroom. Albums were white painted spaces on walls for advertisements of plays, gladiators, slaves and political votes, often including text and drawings. -
199
Woodblock Printing
A printing technique from China, creating textiles with text, images or patterns. 5 centuries later also on paper. Also known as xylography. -
Period: 475 to 1450
Medieval Advertising
Literacy was exclusively for monks and clergy. Newsman collected information and sold it at marketplaces.
Peddlers/charlatans were thé medium for publicity. The public crier, still called praeco was back. -
499
Signa
Tradesman settled for shops and verbal advertisements were not enough; signs made of symbols indicated private homes, types of shops or taverns -
867
First printed book
Diamond Sutra, the first printed book, made with woodblock printing. -
Period: 1300 to 1500
Guilds
In the late middle ages, guilds started to regulate craftsmanship and grouped in streets per guild with signs of their symbol -
Period: 1400 to 1500
Press illustration
Woodcuts gave way to copper engraving, enabled detailed images. -
1446
Printing Press
Johannes Gutenberg re-invented(!) the printing press, making mass messages available. -
Consumerism revolution
Change in bourgeoisie mentality
1. Big posters
2. Lower prices
3. Product display
4. Free entry in establishments
5. Happiness and comfort
6. Ladies only department stores. -
Period: to
First (ad)newspapers
Richelieu started with a system of free medical consultations, ended with the first newspaper as an information point for those seeking and offering work, selling goods and making announcements by Renaudot. He created the first ads newspaper in 1633: Fauille d'intelligence. Between 1615 and 1704, newspapers popped up in Europe and America, but all lacked journalistic freedom. Advertising fees could support newspapers financially to become a free press. -
Period: to
Industrial revolution
The transition from hand made to machine made commercialized goods. Now every products was similar and advertising needed to add value to one product. -
James White
Created first news/advertising agency in the UK. -
Charles Louis Havas
Created one of the most powerful advertising groups of the world in France. -
CHARLES DUVEYRIER
First true French advertising agency: Société des Annonces -
Period: to
BIRTH OF ADVERTISING: CIRCUS AND MEDICINES
P.T. Barnum invented modern advertising campaign for his circus with tricks, speeches, posters, parades and publicity efforts. Medicine manufactures placed their ads for patent (and nonprescription) 'medicine' everywhere. News-head advertisement was imitating the newspaper's editorial style. With lithography, it was possible to create colored posters and boosted the aesthetic trend called 'modernism'. -
FERDINAN HAASENSTEIN
Agency with branches in Germany, Denmark, and Barcelona. Disappeared due to Nazism. -
ATILIO MANZONI
Started as health product company. Is now one of the largest agencies in Italy. -
J. WALTER THOMPSON
Created account executive role: to look after clients' needs. Offered a full service, creating and placing ads -
RAFAEL ROLDÓS AND VALEIANO PÉREZ PÉREZ
First in Barcelona, second in Madrid 1884. First Spanish agency to have a creative department with prestigious writers. -
N.W. AYER AND SON
Agency who brought transparency to advertising business in newspapers, charging a fixed commision of 12.5%. -
Lord and Thomas
Influential advertising agency. -
Period: to
BRAND-NAME PACKAGING
Shoppers started to ask for certain brands rather than products. -
Period: to
ILLUSTRATED MAGAZINES
First magazine was three pages for farmers with helpful information and one 'ladies' page with items of interest to farm women; 'Tribune and Farmer' from C. Curtis changes into the 'Ladies Home Journal' due to its success. Magazines had wider spread than local newspapers. With advertisements, subscriptions were cheap. Color and photography in 1930 made magazines even more attractive. -
Period: to
ART NOUVEAU
Ornamental art style full of organic lines, employed in architecture, interior design, jewelry, glass, posters and illustration. The movement was committed to abolish traditional hierarchy of arts and raising the status of craft. Art Nouveau increased the value of mass packaged products/brands. -
FDA
Creation of Food and Drug Act cut down the use of unproven claims in labeling and marketing. -
HELEN LANSDOWNE RESOR
First woman to make an impact, hired as copywriter. Focusing on women with her style of softness, romance and poetry. First agency to refer to sex: "the skin that you love to touch". Developed the editorial style, imitating layouts of the 'ladies' home journals ^ evening posts' and offered free samples. -
Period: to
WAR ADVERTISING
Used to attract volunteers. Big national campaigns like 'Uncle Sam' who needed to provoke emotions like love, hate courage, etc. James Montgomery Flagg designed the uncle Sam poster 'I want YOU for US army', however filled with regret because many had died due to this successful propoganda. -
Period: to
EXPANSION OF ADVERTISING
2 characteristics:
1. appearance of new advertises
2. three types of advertisers: - tourism - sport - household appliances (clear command of text over image) -
Period: to
ART DÉCO
Range of decorative arts, created between the first and second world war. Exploiting the singular beauty of form or material with motifs like human figure, animals, flora and abstract geometric decoration. Sub movements: Fauvism, Cubism and Futurism. In advertising posters: -more specific and direct than art nouveau which was more painting than ad. -simple and plain image -seeking effectiveness -product is the protagonist -designers are not artists, but professional poster designers. -
Period: to
RADIO
Powerful instrument which could educate, inform and enlighten the public: - deliver sales pitch to thousands - no reading required. However, radio was considered public property and regulations prohibited making the radio an advertising medium for profit. But, radio could not last without financial support and companies were willing to pay for radio advertisements, hence regulations changed. Strategies: Brands were linked to entertainment stories Contests and promotional giveaways Catchy jingles -
CASSANDRE (ADOLPHE JEAN-MARIE MOURON)
Greatest graphic artists of 20th century. Sets up his own agency called Alliance Graphique in 1930. -
MACMANUS AGENCY
Founded by Theodore MacManus, who revolutionized advertising with his work on ads for luxury cars by General Motors. -
Period: to
SCIENTIFIC ADVERTISING
Claude Hopkins: dramatized salesmanship and pre-emptive claim Rosser Reeves: unique selling proposition and power of repetition (selling shiny rocks as acts of love) John. E. Kennedy: advertising is salesmanship in print, and reason-why advertising Albert Lasker: true father of modern advertising Rubicam: solid research/ ideas founded on facts (quality, vanity and sex-appeal). With G. Gallup the first marketing research department. > reason of surviving recession and war. -
LIFE MAGAZINE: PHOTO JOURNALISM
Moving from tabloid sensationalism to serious coverage of news and social issues with documentary photography. -
TELEVISION
Even better than radio, because combination of sounds and sight is perfect for advertising. Also great opportunity for Key Opinion Leaders. Advertising started as radio, but later transformed with the new system spot advertising, selling timeslots instead of sponsoring programs. -
Period: to
CREATIVE ADVERTISING
Postwar period and people wanted to settle and enjoy peacetime prosperity with enough to spend on latest trends in food, fashion, household appliance, cars and houses. Advertising delivered the promise of stability and prosperity that Americans craved.
Started by William Bernbach, David Ogilvy and Leo Burnett who set the standard for advertising that still stands today. -
David Ogilvy: Branding shirts
Cannot change the product, but can change what is means. Copywriting for one human being to another.
Hathaway shirts: brand the man under the shirt. The eye patch was a sign of distinction and separation Soft sell theory and reason why advertising. -
Period: to
POLITICAL ADVERTISING
Promote political parties.
Eisenhower's campaign relied on spot ads rather than speeches, which was much cheaper. A fictional encounter between Eisenhower and the public, created by Reeves. Print was for spreading ideas, tv for measuring the candidate's behaviour. Other successful campaign: Daisy girl, made by Doyle Dane Bernbach. Start of three decades of electronic deception, bamboozle and outright lying. -
LEO BURNETT: THE MARLBORO MAN
To impress the American public: give a product a distinct personality, using truth, interesting artwork and humor. He created these critters who didn't make people feel as if they are being tricked. Marlboro man: people taste images, they do not choose the cigarette for its taste. -
BILL BERNBACH: THINK SMALL
Sold a 'Nazi' car in America from the Jewish agency DDB.
'Advertising is the art of persuasion'
Think small: simple ad in black and white which stopped reader. Focused on the Beetle's form, smaller than the traditional car. -
SAATCHI: WOULD YOU BE MORE CAREFULL IF IT WAS YOU THAT GOT PREGNANT?
Capturing the downside of permissiveness and the nascent women's liberation movement. -
CHIAT/DAY agency
'We're pirates, not the navy'
Famous ad for Apple Computer: 1984 -
Period: to
GOLDEN GE OF TV ADVERTISING
Entertainment, reputation and status were high priorities, advertisement image was of Porsches, champagne and cocaine.
Agencies: Saatchi, BBH, CHIAT/DAY(Omnicon Group), Publicis, Havas, Euro RSCG, -
BARTLE BOGLE HEGARTY
Legendary agency: Launderette, a Levi's ad. -
Period: to
NINETHIES SHOCK ADVERTISING
Deliberately startles and offends its audience by violating norms for social values and personal ideals.
Wants to break through clutter to capture attention, attract audience to brand or bring awareness to issue or cause. Example: Tocsani's images for Benetton. -
Period: to
New Trends
Guerrilla marketing
Social responsibility
Creativity -
Period: to
INTERNET AND DIGITAL AGE
Freedom of expression,
crosses borders,
cheap,
difficult to control,
enables interaction,
measurable,
fast and convenient. However; security concerns, banner blindness, ad blocking, spam -
Social Media