Advertising History: The Evolution of Advertising Brands

3

Objectives

1. Advertising’s Role in Capitalism2. Role in Manufacturing & Retailing3. Know Era’s & Association with Culture4. Identify Evolutionary Forces

The Value of an Evolutionary Perspective

• The Evolution of advertising– Efficient methods of production made advertising an essential

tool for demand stimulation in a free enterprise economic system

– Urbanization, transportation & communications allowed advertising to grow

• The Evolution of Integrated Brand Promotion– More on brand development creating an IBP approach– More & more money is being allocated to promotional tools

other than advertising

Influences on the Evolution of Advertising

• Rise of capitalism– Competition for resources

• Industrial Revolution– Mass production of goods

• Manufacturers pursuit of distribution channel power– Branding emerges

• Rise of modern mass media– Democratization of goods

The Evolution of Advertising in the United States

• Pre-industrialization Era (pre-1800)– Handbills & “newsbooks” appear– Early ads resembled today’s classifieds

Testimonial in 1868

Towards Industrialization• The Era of Industrialization (1800-1875)– “Dailies” grow in popularity–Railroads spread the word–Advertising was considered an

embarrassment by some

1871: Insurance Ad

The P.T. Barnum Era

• P.T. Barnum Era (1875-1918)– The “consumer

culture” dawns– Advertising becomes

an industry

Advertising’s Glamorous 20s• The 1920s (1918-1929)– Advertising finds fame & glamour– Ads play on social anxieties– Segmentation begins by social class

Retro Ad Girls

The Evolution of Advertising • The Depression Era (1929-

1941)– Big Business is vilified—

advertising turns to harsh, anxiety creating ads

– Radio emerges as a new medium

Advertising in the 40-60’s• WWII & the Fifties (1941-1960)– Products linked with patriotism– Fascination with “science”– Subliminal advertising scare hits– Cigarette advertising

1949 Maidenform Ad

1949 RJ Reynolds Ad

1950’s Camel Ad

Ads from the 1950s reflected consumers’ fascination with scientific discoveries

The60s• Peace, Love & the

Creative Revolution (1960-1972)– Creatives gain

control– Advertising emerges

as a cultural icon

1966 Rebel

Advertising in the 70s• The 1970s (1973-1980)– Women & minorities adopt new roles– Hedonistic values– Microsoft began– Regulation & oversight take hold—FTC & NARB

become active, yet cigarette advertising still in play

Advertising in the 70s– Women & minorities adopt new roles

•

80’s Advertising

• The Designer Era (1980-1992)– Conservative politics rule– Rapid-paced MTV editing becomes ad style– Late night infomercial is born

The Evolution of Advertising in the United States

• The Second Nineties (1993-2000)– The challenge & promise of interactive media

arrives– Problems with new media applications disappoint

many advertisers

Problems with M-Advertising(does it tie you down?)

Present & Future

• The 00s: More Hip Ads & More Technology (2001 – present)– Ads become more self-aware & self-

referential– Sex appeals; Humor appeals; Scare appeals– Advertainment– Interactive/wireless/broadband

revolution=technology in advertising– On-line ads soar

Sex Appeals & Humor Appeals

Scare Appeals

Advertainment~The blending of advertising with entertainment

programming~Brand “placement” key here~Some films & shows are considered hour long

promotions

Delta’s Advertainment Attempts

Better than This Attempt?

Technology & Advertising

1. On-line ads multi BILLION $ industry2. E-tail multi TRILLION $ industry3. New technologies—RSS, Mobile, text,

interactive, wireless, blogging, search engine optimization—facilitate personalized advertising & promotion

4. Wi-fi expands how & when to reach consumers

Major Security/Privacy Issues

A Perfect Toolbar

Review/?s

1. Advertising’s Role in Capitalism2. Role in Manufacturing & Retailing3. Know Era’s & Association with Culture4. Identify Evolutionary Forces