HISTORY OF ADVERtising
A Brief Overview
we can learn from the past
Take inspiration, learn from mistakes.
Trends repeat themselves.
Before there were brands
There was this...
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967001/Screenshot_2015-01-07_20.19.21.png)
compare that to this
Modern times..
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967006/7fa7f005a67d371091e9880880c49ac2.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967019/ipod-ad1.jpg)
advertsing dates back to around 3000BC
So there's a lot to learn and explore.
The Early days
Advertising was mostly word of mouth. WHY?
- It was a barter system- no system of $$ existed
- Most people were just trying to survive so they only bartered for items that they needed
- There was no mass production of goods. Everything was handmade
- Hence, there was no need for advertising as we know it today
1275-1800
Advertising was mostly non-existant
- 105AD - Paper was invented by the Chinese
- 1275 - First paper mill appeared in Europe
- 1440s - The Gutenberg Press is invented in Germany
- Mass recordings are now more accessible to the public
- 1472- The first poster ad appears in England on a church door
- 1650 - The first Newspaper ad appears (offering an award for stolen horses)
- 1704 - A letter appears in the Boston News asking for readers to place ads. Shortly after, the first newspaper ad appears for a Long Island real estate
1275-1800
Advertising was mostly non-existant
- 1741 - First American magazine is published in Philly
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967028/Screenshot_2015-01-07_20.53.05.png)
early 20th century
Everything changed. WHY????
The industrial revolution!!
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967022/Hartmann_Maschinenhalle_1868__01_.jpg)
mid 1800s
people start producing more goods
- Faster, Cheaper, Better
- Competition starts to creep up - it's just not one brand of soap...there's now 5!
- How do you get the word out???
ADVERTISE!
mid-late 1800s
KEY DATES
- 1840s - Advertising becomes a profession when Volney B Palmer opens the first advertising agency in Philly
- 1844 - The first magazine ad runs
- 1867 - travel billboards start to appear near frequently traveled roads
- 1869- NW Ayers sets up shop (known for creating slogans for Morton Salt and DeBeers)
- 1893 - Sears issues it's first catalog
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967035/61Z7ydak9LL._SX258_BO1_204_203_200_.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967037/1937-shure-winner-catalog-pg984.jpg)
mid-LATE 1800s
ADVertising is about the why
- Lists any features/benefits
- Lots of copy
- Illustrations (remember, there was no photography)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967039/cigares-de-joy.jpg)
1900-1910
It's about the brand & making a campaign
- Manufactures start to focus on the brand and package to differentiate themselves from their competition.
- Print is the primary media type
- Pepsi, Quaker Oats and United States steal become incorporated
- Campbell's kids are created for Campbell's soup
- Gillette creates it's first national ad
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967053/ca37b52de8a6b013a0f09b851bf152af.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967054/url.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967055/AIGA_CampbellAds-1918_1923.jpg)
1910-1920
the age of radio - Focus on emotions
- America's first radio station was launched
- Magazines/Newspapers are still the primary form for advertisement
- Ads are targeted to the audiences emotional needs
- Retail industry grows considerably
- American advertising becomes a 3 billion dollar industry
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967073/cutex-nail-polish-advertisement-circa-1921-723x1024.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/967077/Woodbury_s_Facial_Soap_-1915A.jpg)
1920-1930
the age of CONSUMERISM - MARketing research
- Post WWI jumpstarts spending BUT...
- The stock market crashed in 1929
- Advertisers start to use market research to back up claims
- Ad Age launches
- Simplicity in visuals and copy
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969391/weightloss-1920s.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969392/il_570xN.415272625_7c6l.jpg)
1930-1940
the age of soap opera - be different
- Ad budgets are cut due to the Great Depression
- An early form of sponsored content arrives with Soap Operas
- More competition. Brands have to differentiate themselves
- Radio is king
- More color emerges in print ads
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969398/kool-aid.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969401/l-wp5y5mapyc30mp.jpg)
1940-1950
WAR - unique selling proposition
- WWII breaks out. Advertising is mostly focused around the war efforts
- Radio still major form of advertising
- WWII ends sparking a lift in spending
- Advertisers focus on conveying unique selling propositions to drive sales
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969431/l-fn87dt1vtq8eyi.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969433/carpooling_ad_from_1940s.jpg)
1950-1960
the golden age - creativity
- Think Mad Men
- The modern day creative team is formed (copywriter/designer)
- TV becomes the king of advertisement medium
- Ads start to appeal to consumerism narcissism
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969439/Think_Small.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969440/tumblr_inline_ncm5sqUkAJ1rzc8dt.png)
1960-1970
Consumers become cynics - rebellion
- Consumers start to rebel against advertising
- Individuality becomes important to the consumer
- The cola wars begin
- Designers take a more artistic approach
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969450/honda-prin-ad-1960s.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969451/kelloggs-cereal-print-ad-1960.jpg)
1970-1980
the age of branding - it's all about positioning
- Ad regulation starts to increase(esp with tobacco)
- Attention economics is introduced
- Product/brand positioning becomes a major deal
- A wealth of information creates a poverty of attentionConsumers attention is scarce and therefore very valuable
- Designers take a more artistic approach
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969462/tumblr_mhkr2qI5mf1rm8zpeo1_500.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969464/n3qhxi5sd3vqw0.jpg)
1980-1990
the age of self indulgence
- Materialism reaches new heights
- Consumers seek out products that align to their values
- TV is king
- Informericals are at an all time high
- Apple 1984 commercial airs
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969483/apple_ads_18.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969487/nike_ad_yankee_1980_s_thanks_to_dave_gumbley_for_the_huge_support.jpg)
1990-2000
the age of integrated marketing
- Integrated marketing starts to replace advertising
- Users have the ability to skip ads
- The web becomes a big thing
- Seth Godin introduces permission marketing
- Ask permission to get the users attention and then establish trust
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969498/litBlackeyepeas.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969499/100YearsPrintAds_41.jpg)
2000-2010
the digital age - noise
- SPAM!
- Social media and web 2.0
- The web becomes a big thing
- More effort and $$ is directed towards the digital experience
- To be taken seriously, you need a website (and FB page, and twitter account...)
- In-bound marketing is introduced
- Market with a magnet, not a sledgehammer
- Use information that consumers find valuable
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969503/Screenshot_2015-01-08_20.38.19.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969505/silver_spread.jpg)
2010-?
age of story telling
- Ads have less copy, more visuals
- Heavily integrated with digital (including social media)
- Ability to get real time/immediate feedback from their audience
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969507/Screenshot_2015-01-08_20.45.48.png)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/969510/vw-current.jpg)
How do you Envision Advertising in the future?
history of advertising
By shadow4611
history of advertising
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