A Brief History of the Evolution of Advertising Advertise originally meant “to announce” tising exists to solve a problem: the presence of more goods than a
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