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3000 BCE
Writing
When the art of writing was invented, the knowledge was greatly extended, and advertising gradually become an art to be
cultivated. -
2000 BCE
Criers in Babylon
They were people hired to proclaim the virtues of a product. Streets of Babylon they were criers selling carpets, tapestries and spices. -
Period: 2000 BCE to
PREHISTORY OF ADVERTISNG
Impossible to give any exact idea as to the period when the first advertisement of any kind made its appearance, but there is no hesitation in ascribing the origin of advertising to the remotest possible times. -
1200 BCE
Papyri
A papyri is an ancient writing material made from the papyrus plant, commonly used in Egypt, Greece, and Rome. Papyri were used to write texts such as official documents, literature, and religious works. -
500 BCE
KERUX
An official spokesman, selected for his
loud or penetrating voice).
His messages could be political, religious or commercial, but they were always well said. -
77 BCE
Praeco, Album, Graffiti, Signa
Praeco: a civil servant who proclaims official notices and bring order in the courtroom
Album: In the most visible walls appear rectangular spaces painted white (album): advertisements of plays, gladiators and slaves are common.
Graffiti: covered with notices of a different kind and painted in black/red. Their spelling is very indifferent, not artistic or well finished.
Signa: In shops, a sign made of wood or metal that was put at the door of the establishment. -
Period: 475 to 1499
MEDIEVAL ADVERTISING
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1050
Medieval guilds
Associations of craftsmen or merchants) -
1100
Peddlers
They were street vendors charlatans or puppeteers
They loudly advertised their products on the street or shows -
1447
Printing press
Appearance of the printing press and movable type, and invention generally credited to German former goldsmith Johannes
Gutenberg. But, The printing press was not invented by Gutenberg. The Chinese knew it eight centuries before the Europeans. -
Period: to
17TH CENTURY
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La Gazette
Published in 1665 in France as La Gazette, it was one of the first official newspapers. Created by Théophraste Renaudot, it marked a key moment in advertising history by including early forms of ads, such as announcements and notices, helping establish newspapers as a medium for commercial messages. -
The public adviser
First newspaper invented in England -
James White
It was not an advertising agency, but a mix, a news agency and an advertising agency. -
Charles Louis Havas
Old banker and he created a famous agency, Havas, which will become one of the most powerful advertising groups in the world. -
Illustrated magazines
Advertisers realized very soon that national magazines provided a much wider readership than local newspapers, but at first the publishers of these magazines refused to carry advertising. -
Charles Duveyrier
Created the first true French advertising agency: Société des Annonces. -
Period: to
THE BIRTH OF ADVERTISING
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Patent medicines
They were over-the-counter remedies made with secret, often dangerous ingredients like alcohol or narcotics. Massively advertised through newspapers and posters, they were neither safe nor effective, leading to widespread addiction. -
Ferdinand Haasenstein
Created in Hamburg Haasenstein und Vogler, an agency that would soon have branches
throughout Germany and Denmark. -
Atilio Manzoni
Created 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 -
J. Walter Thompson
Women’s magazines -
Harper’s Bazar
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Vanity Fair
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N. W. Ayer and Son
Ayer brought transparency to the business of buying and selling space in the newspapers, charging advertisers a fixed commission of 12.5 per cent. -
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 -
Lord and Thomas
One of the most influential early American advertising agencies, known for pioneering modern copywriting and brand strategy. Under the leadership of Albert Lasker, it popularized persuasive ad techniques and helped build major brands like Palmolive and Lucky Strike. It later evolved into Foote, Cone Belding, a global agency. -
Period: to
THE CONSOLIDATION OF ADVERTISING
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Art Nouveau 1880-1910
An international art and design movement characterized by organic, flowing lines, floral and natural forms, and elegant decoration. It influenced architecture, graphic design, advertising, and product packaging, aiming to make art part of everyday life. In advertising, Art Nouveau introduced stylized typography and illustrated posters, especially in Europe. -
Vogue
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ASSOCIATED ADVERTISING CLUBS OF AMERICA
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Helen Lansdowne resor
She focused on women as her target; studying their buying habits and what worked for them. “A Skin You Love to Touch” -
Earnest Elmo Calkins
The first art director, but he started out in advertising as a copywriter -
ADVERTISING WOMEN OF NEW YORK
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War advertising
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, and to work hard in the armament factories. -
AMERICAN ASSOCIATION OF ADVERTISING AGENCIES
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"It's Toasted" Lucky Strike
Claude Hopkins, at Lord Thomas, coined the “It’s Toasted” slogan to highlight a standard tobacco process as unique. With Albert Lasker, they turned Lucky Strike into a leading brand later marketing it to women as a slimming aid. This campaign epitomized early persuasive branding and preemptive claims. -
Period: to
THE EXPANSION OF ADVERTISING
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Radio
In the 1920s radio was seen as a powerful instrument that could educate, inform, and enlighten the public.
The idea that radio could also have advertisements disturbed some Americans, specially teachers, civic leaders and social reformers. -
The consumerism revolution
Marked by mass production, rising incomes, and urban growth, this period saw a shift toward buying goods not just for need, but for lifestyle and identity. Advertising exploded, using emotional appeal, branding, and visual design to influence buying habits. It laid the foundation for modern consumer culture. -
Scientific Advertising: Claude Hopkins
Pioneer of Scientific Advertising, Hopkins believed ads must focus on selling and measurable results. He introduced techniques like dramatized selling and the preemptive claim, emphasizing product research and consumer understanding. His work laid the foundation for modern persuasive advertising. -
RAYMOND RUBICAM (YOUNG & RUBICAM – Y&R)
Founded by Raymond Rubicam in the 1920s, YR became known for creative advertising backed by solid research. Rubicam emphasized “ideas founded on facts” and hired George Gallup, who showed that successful ads appealed to quality, vanity, and sex appeal. This research-driven creativity helped YR thrive through tough times. -
Art Deco in Europe
A visual arts and design style known for its bold geometric shapes, rich colors, and sleek, modern look. It reflected luxury, glamour, and progress, influencing architecture, fashion, and advertising. In ads, Art Deco brought stylized illustrations, elegant typography, and a sense of sophistication to promote products in a rapidly modernizing world. -
Theodore Macmanus
He revolutionized advertising with his work on advertisements for luxury cars by General
Motors, including Cadillacs -
"Le Nord Express" by Cassandre
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Vu mgazine
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ALEX OSBORN, ROY DURSTINE, BRUCE BARTON (BBDO)
Alex Osborn, Roy Durstine, and Bruce Barton founded an agency that merged with the George Batten Company in 1928 to form BBDO, one of the largest advertising firms of the time. -
Wall Street Crash
The crash devastated the U.S. economy, leading to mass unemployment and deep public distrust of advertising, though agencies like BBDO and newcomers like Leo Burnett (1935) and Young Rubicam emerged during the recovery. -
"Normandie" by Cassandre
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MADISON AVENUE AND THE CREATIVE REVOLUTION: LEO BURNETT
Founded his Chicago agency during the Depression. Created famous mascots like Tony the Tiger and the Marlboro Man in 1954, making Marlboro the world’s top cigarette brand by selling a strong, honest image of masculinity. -
Life magazine
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Television advertising
Television advertising began in the U.S. in 1941 with a Bulova watch commercial aired before a baseball game. It quickly became the most powerful advertising medium of the 20th century, combining sight, sound, and motion to influence consumers. -
Period: to
THE CREATIVE REVOLUTION OF ADVERTISING
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MADISON AVENUE AND THE CREATIVE REVOLUTION: BILL BERNBACH
Revolutionized advertising by focusing on creativity, honesty, and simplicity. Created the iconic Volkswagen “Think Small” campaign, emphasizing persuasion as an art rather than science, changing the way Americans viewed small cars and advertising itself. -
MADISON AVENUE AND THE CREATIVE REVOLUTION: DAVID OGILVY
Ogilvy built strong brands with clear, consistent images. His famous “Hathaway Man” ads made a plain shirt iconic. He combined creativity with research and spoke directly to consumers. Founded his agency in 1949 and worked with big names like Dove and American Express. Author of Confessions of an Advertising Man. -
ROSSER REEVES (UNIQUE SELLING PROPOSITION)
He developed the concept of the Unique Selling Proposition (USP) — the idea that every product must highlight one clear, compelling benefit that sets it apart. He believed in repetition, clarity, and simplicity, using slogans like “MMs melt in your mouth, not in your hand.” His approach transformed TV advertising into a science of persuasion. -
Political Advertising
Rosser Reeves (Ted Bates) revolutionized political campaigns with Eisenhower Answers America, the first use of short TV spots in a U.S. presidential election. It marked the beginning of advertising techniques being used in politics. -
The Saatchi Saga
In the late 1960s, Charles and Maurice Saatchi started Saatchi Saatchi. They made bold ads, including the famous 1979 “Labour isn’t working” poster that helped Margaret Thatcher win the election. -
Period: to
ADVERTISING IN THE LAST THIRD OF THE 20TH CENTURY
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OLIVIERO TOSCANI AND UNITED COLORS OF BENETTON
Oliviero Toscani revolutionized Benetton’s ads in the 1980s–90s with shocking images addressing social issues, making the brand famous worldwide. -
Period: to
THE TURN OF THE CENTURY: 21ST CENTURY
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"GET UNHOOKED" ANTI-SMOKING ADS
In May 2007, the UK government banned the "Get Unhooked" anti-smoking ads because they caused fear and distress in children. The ads showed smokers’ faces hooked by fishhooks to illustrate addiction. Despite many complaints about the disturbing images, the Department of Health said the campaign was highly effective. This shows shock advertising still being used in the 21st century. -
New trends
Today’s advertising is a mix of everything, some traditional, some guerrilla style. It’s all about being creative and grabbing your attention in unexpected ways. Big brands often make cinematic ads and sometimes focus on social issues, like Dove’s real beauty campaign. The Super Bowl is a perfect example of creativity in advertising.