A Brief History of the Evolution of Advertising

Advertise originally meant

“to announce”

Advertising exists to solve a problem: the presence of more goods than are needed

Mass Advertising

Technology of printing Industrial Revolution Literate customers

Information Age – pre-1800’s

Ads only informational Price lists signs on walls,

printed announcements Calls of town crier

Handbills

Precursors to newspapers Combined ads with news Printers hired agents to sell ads

First advertisers

Attention Stage – start of 1800’s

Factories were turning out goods that need public attention

Used borders, headlines, and white space to draw attention

Canning and bottling allowed for BRANDS!

1857 directory

Repetition Stage – 1850 to 1930

Newspapers objected to large type Advertisers used repetition to get the attention

of consumers Think of some ads that use repetition Jingles invented to remind listeners. What

jingles do you remember?

Top Ten Jingles

You deserve a break today (McDonalds) Be all that you can be (U.S. Army). Pepsi Cola Hits the Spot (Pepsi Cola). M'm, M'm good (Campbell's). See the USA in your Chevrolet (GM). I wish I was an Oscar Meyer Wiener (Oscar Meyer). Double your pleasure, double your fun (Wrigley's Doublemint gum). Winston tastes good like a cigarette should (Winston). It's the Real Thing (Coca Cola). Brylcreem-- A little dab'll do ya

Association Stage – end of 1800’s

Posters created by Aubrey Beardsley, Toulouse-Lautrec, and Edward Penfield

Pictures of attractive people create pleasant associations for the product

Brands that have been around

Kellogg’s All Bran - 1927

Product Benefit Stage – 1950’s

Every ad must present the product as unique. (unique selling proposition -USP)

Gardol in Colgate

Motivation Stage – end of 1930’s

People bought products not just because they physically needed them. There were also various hidden psychological needs.

A brand could make them more powerful, more loved, or more socially acceptable.

Don’t sell milk– Sell cool

Don’t sell a car–Sell luxury

Don’t sell a seat on a plane –Sell an adventure

Entertainment Stage – late 1950’s

Doyle Dane Bernbach agency realized that ads could be entertaining

What ads are the most entertaining to you? But no matter how entertaining an ad is, the

bottom line is - does it sell?

Joy of Pepsi with Britney Spears

http://pbskids.org/dontbuyit/advertisingtricks/whatsinanad_pepsi.html#

Behavioral Stage – 1980’s

Better educated and more critical consumers

Agencies study consumer needs and buying patterns to create a product image.

More ‘scientific manner of targeting

Low-carb ads