-
2000 BCE
Criers
people hired to proclaim the virtues of a product. Streets of Babylon (an ancient city in Mesopotamia; 2nd millennium BC) they were criers selling carpets, tapestries and spices. -
1500 BCE
Phoenicians
Phoenicians were very good merchants too, and they crossed the oceans selling and buying products that now seem exotic: fabrics or cloths, jewelry, perfumes, amber, ivory... They lit a mountain on fire as a form of advertising. -
1200 BCE
Papyri
After the invention of writing, advertising started with the papyri: rewards for and descriptions of runaway slaves. -
200
Woodcut
Woodblock printing is a technique for printing
text, images or patterns that was used widely
throughout East Asia. Originated in China in
antiquity as a method of printing on textiles
and later on paper.
The earliest surviving woodblock printed
fragments are from China and are:
on silk: silk printed with flowers in three
colours from the Han Dynasty (before 220
After Christ)
on paper: they are fragments from the mid-7th
century. -
400
Kerux
'official spokesman, selected for his loud or
penetrating voice' His messages could be political, religious or
commercial, but they were always well said. Axon and kyrbo
Pillars, columns that supported texts on papyrus (a
material prepared in ancient Egypt from a water plant)
or on skin of an animal (used as a durable writing
surface). -
Jan 1, 700
Praeco
The oral tradition of advertising
continues in Rome with praeco, a civil
servant who proclaims official notices +
bring order in the courtroom. -
700
Album, Graffiti & Signa
Album: In the most visible walls appear rectangular spaces
painted white (album): advertisements of plays, gladiators
and slaves are common. Graffiti: Preserved under ash, walls (most frequented streets
hasty ) covered with notices of a different kind and painted in black/red. Signa: In shops, a sign made of wood or metal that was put at the
door of the establishment. -
868
1st printed book
But the first printed book is the
Diamond Sutra (British Library) -
1200
Medieval advertising
The peddlers (street vendors), charlatans or
puppeteers were, however, the chief medium of
intercommunication in the Middle Ages.
They loudly advertised their products on the
street or shows, and it is not hard to imagine how
welcome their appearance must have been in
those days (no roads, travelling was very difficult). -
1400
Medieval guilds
Started strictly regulating the development of
handcrafts.Workshops were grouped by streets > in the
end of the streets they hung wooden or metal
signs with the symbol of the guild. Ended up giving the street its name: painters, cutlers (Cuchillería), barbers, etc. -
1447
Printing Press
An invention by former goldsmith Johannes Gutenberg in 1447. Luther and Calvin used the printing press to
spread their religious beliefs and the
Catholic Church, from Latin to modern
languages (16th century). -
1499
Xylography & Chalcography
For illustrations in the production of
books, several engraving techniques
were used Woodcut gave way to engraving or
copper engraving -
Newspaper and advertising
In 1642 Théophraste Renaudot. published a self-diagnostic handbook, the first treatise on diagnosis in France. His reflections on the Parisian poor led him to create,
in 1630, what he called a “bureau des addresses et
des rencontres”, where employers could find each other. Eventually this lead to the first weekly newspaper in Fance, La Gazette. After a lot of papers followed all over the world. -
Industrial revolution
The transition from hand production methods to
machines. The explosion of machine production came, and there was one problem: machine-made stuff is all so similar.
If my machine works just like yours, then it will produce a
similar thing. So, I do have to make my product seem
different. -
Lithography
At the end of the18th century lithography was invented and the color lithograph allowed the
appearance of the modern poster and it gave rise to an aesthetic trend called modernism.
Use of eye-catching advertising. -
James White Englishman
James White Englishman (at the beginning of the 19th century, the United Kingdom was
the world's first economy), and created his agency in 1800. It was not an advertising agency,
but a mix, a news agency and an advertising agency. -
The consumerism revolution
Change of mentality towards a high bourgeoisie mentality. Although we talk about mass society, most things were restricted to the upper bourgeoisie.
Big posters, price, display of the products, free entry, happiness & ladies -
Charles Louis Havas
Charles Louis Havas was French and created his agency (Agence des Feuilles Politiques) in 1832. Old banker, and he created a famous agency, Havas, which will become one of the most powerful advertising groups in the world.
At first Havas was a news agency, which carried news from London to Paris in six hours. How did they get that? Using what? Messenger pigeons. -
Charles Duveyrier
Charles Duveyrier, another Frenchman, created in 1845 the first true French advertising agency: Société des Annonces. -
Phineas T. Barnum
Invented the modern advertising campaign: a well-planned program of tricks, speeches, posters, parades, and publicity efforts used to build excitement about a new product or event. Barnum was a master showman and an expert at promoting his thrilling circus. -
Patent medicines
Remedies made of secret ingredients, newspapers ads helped give birth to many of today’s modern advertising techniques. Medicine manufacturers placed their ads everywhere (newspapers, on posters, on signs, mountains, and rocks along well-traveled roads). Another favourite technique was the news-head advertisement: imitating a newspaper’s editorial style. -
Ferdinand Haasenstein
Ferdinand Haasenstein created in 1855 in Hamburg Haasenstein und Vogler, an agency that would soon have branches throughout Germany and Denmark. In 1898 it was the first European advertising agency to open a branch in Spain, in Barcelona. He disappeared with Nazism. -
Atilio Manzoni
Atilio Manzoni (Italian, apothecary) created in 1863 in Milan a company that sold health products. This company will become Manzoni Pubblicitá, which is still alive today and is one of the largest advertising agencies in Italy. In 1888 he made his first national publicity campaign, the launching of the Santa Caterina mineral water. -
J. Walter Thompson
Women’s magazines. He said to the bankers that he was a war hero, and a naval officer of high rank (he was known as The Commodore). During the Civil War he had been a drainer on a steamboat. He was a unionist, he opposed secession (with Lincoln), and he won -
N. W. Ayer and Son
Founder Francis Wayland Ayer. Ayer brought transparency to the business of buying and selling space in the newspapers, charging advertisers a fixed commission of
12.5 per cent. This later rose to 15 per cent, which remained the standard commission fee for advertising agencies for many years. -
The science of advertising
Claude Hopkins never denied that the sole purpose of advertising was to sell. He believed in research, both before and after the event, and insisted that advertising was
worthless unless it could demonstrate a tangible effect on sales. RADIO
In the 1920s radio was seen as a powerful instrument that could educate, inform, and enlighten the public. ILLUSTRATED MAGAZINES
Names of illustrated magazines in the United States:
- 1867, Harper’s Bazaar.
- 1868, Vanity Fair.
- 1886, Cosmopolitan. -
Art Nouveau
Art movement that was very popular between 1890 and 1914. Art Nouveau style is inspired by the natural world, characterized by sinuous, sculptural, organic shapes, arches, curving lines, and sensual ornamentation. Common motifs include stylized versions of leaves, flowers, vines, insects, animals, and other natural elements. The movement was committed to abolish the traditional hierarchy of the arts and the desire to abandon the historical
styles of the 19th century -
War advertising
With the outbreak of the First World War, advertising was used to attract volunteers. In four
years, from 1914 to 1918, millions of posters were distributed in countries that took part in
the conflict. These were big national campaigns.
The objectives were clear; governments wanted to recruit soldiers and to get money. So, they tried to get people to love their country, to hate the enemy. Therefore, they had to provoke emotions like love, hate, courage -
Art Deco
Art Deco was a popular style movement from 1920 to 1939 that had repercussions in the decorative and applied arts, in architecture, graphic, industrial and interior design, but also in the visual arts and clothing fashion. Fauvism, Cubism and Futurism were among the many fine-arts movements that played an
important role in the development of the style. -
Claude Hopkins
Claude Hopkins never denied that the sole purpose of advertising was to sell. He spent his entire career thinking of the techniques that would best serve this end, describing his style as “dramatized salesmanship” in his autobiography, My Life in Advertising, first published in 1927. He believed in research, both before and after the event, and insisted that advertising was worthless unless it could demonstrate a tangible effect on sales. -
Television
In 1949 advertisers spent about $12 million promoting their products on television. Television’s combination of sight and sound made it perfectly suited for advertising. Television advertising started out much as radio had, with programs supported by sponsors. Advertising agencies hired creative talent to produce television shows that met with clients’ approval. Research showed that people bought the products advertised during the most popular shows. This showed how powerful TV advertisement is -
Political advertising
Television managed to throw politics into the arms of advertising agencies. The new medium was a powerful tool to reach the citizens. The starting point was the presidential election of 1952, when Reeves produced a series of television spots for the Republican candidate Dwight D. Eisenhower. The idea for the spots came from Madison Avenue advertising executive Rosser Reeves. Eisenhower answers America:
1) The Korean War,
2) corruption in government, and
3) the high cost of living. -
Madison avenue
In 1960, Madison Avenue symbolized the US advertising industry.
'Like Hollywood, it became an idea rather than a physical place.' -
creative revolution
The creative revolution started by these three men who set a standard for advertising that still stands in the 21st century:
- BILL BERNBACH
- DAVID OGILVY
- LEO BURNETT -
The Saatchi Saga
It was only a matter of time before the creative revolution made it across the Atlantic, and what happened in NY led to the golden age of British advertising. In the late 1960s, they created Cramer Saatchi and, soon, they started working on public health advertising. Maurice Saatchi took over Cramer's place in 1970. -
Agencies in france
- PUBLICIS GROUPE
- HAVAS
- JACQUES SÉGUÉLA
Outside the United Kingdom, France has the strongest advertising sector in Europe. For a start, the country boasts two giant communications groups: Publicis and Havas
-
Eighties extravagance
The 1980s are often regarded as the golden age of TV advertising. For a long while TV ads were little more than moving print ads, so TV advertising didn’t really get into its stride until the 1980s. -
Nineties shock advertising
Shock advertising or Shockvertising is a type of advertising that "deliberately, rather than
inadvertently, startles and offends its audience by violating norms for social values and
personal ideals". Is often controversial, disturbing. ITALY: OLIVIERO TOSCANI AND UNITED COLORS OF BENETTON “I am not an
advertising man”, Oliviero Toscani points out, “I am a photographer”. CALVIN KLEIN has also received media attention for its controversial advertisements in the
1980s and 1990s. -
Internet and the digital age
advantages:
- It is cheap compared to offline advertising.
- It is measurable.
- Advertisers have a wide variety of ways of presenting their promotional messages.
- Publishers can offer advertisers the ability to reach customizable and narrow marketsegments for targeted advertising. disadvantages
- Security and privacy concerns
- Sixty percent of Internet users would use Do Not Track technology
- Banner blindness.
- Ad blocking
- E-mail spam -
New trends
Today’s advertising is, above all, varied, miscellaneous and heterogeneous, in the sense that it mixes everything.
That is its main characteristic.