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Lecture

The History of Advertising .pdf

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Department
Sociology
Course
Sociology 2172A/B
Professor
Gale Cassidy
Semester
Spring

Description
Tuesday, January 21, 2014 The History ofAdvertising - Advertising: To inform or persuade, today more to persuade Preliterate Period: 3000-400 BC - Locations of events or services primarily advertised - 1200 BC: Painted or carved messages on stones because of illiteracy ▯ 6th Century BC Town Criers: - Carry bell & dress in uniform, announce what they are paid to announce - First State sanctioned form of advertising & most common form of advertising: Oral advertising - Advantage: Reached a lot of people in crowds, portable, persuasive voices - Disadvantage: High turn-around, costly, person may be unreliable (bad weather or in bad mood) ▯ Classical Period: 400 BC - 1400AD - Oral media still prevails & contains to dominate despite the move to literacy - Only the wealthy could read, thought that the masses where not intelligent enough to learn - StreetAdvertising (Oral media component): Now also posting up messages - Personal ‘classified’Advertising: Want ads, wife, or slave ran away - British began requiring trademarks to protect consumers from false products (knock-offs) ▯ Late MiddlesAges: 1400-1600 - - People leaving Europe to go to NA Advertising part of NorthAmerican experience with the invention of the brochure, prior to people arriving in NorthAmerica - Very basic brochures because bc no printing press to convince people to come to NA - Promised: Gold, Silver, fountains of youth, eg. - People came to NAunder false advertising - Printing Press: Gutenberg, 1450 (Goldsmith) - Now possible to reproduce printed material - “Printing press key to civilization” (electricity, wheel) - For the first time you can record information and build onto it - Literacy now increasing, leading to more use for printed material - Businesses & city officials now made posters more often then town crier - 1480: First poster produced to advertise book of rules for priests ▯ 1600s - Globalization (Pax Britannica) - World Trade: Transporting goods, worldwide - Newspapers in England in late 1600s - Ads informative and descriptive, not persuasive:Announcements of books, plays Page ▯1 of ▯4 - Great Fire of London in 1666 increased need of advertising (notices of change of address, losses or missing) ▯ 1800s - Newspapers - Printing traits become industrialized - Halifax Gazette in 1752 - 1st Canadian newspaper ad (Grocer & tutor) - Improved printing - Mid-1800s - age of newspaper - 1911: 43 cities in Canada had more then 1 paper, Toronto had more than 6 daily papers - Newspapers now had illustrations & colour - Advertisers are becoming more persuasive ▯ Late 1800s - Industrial Revolution - Prior to this if you wanted a product you dealt with the producer, no intermediates - Cottage Industry: People who make crafts in their home - Cheaper, more efficient, more productive, supervised if workers are in one place: Factory - Manufacturing > Branding >Advertising - Brands: Names, Logos, Packaging, Designs - Ivory Soap, Lipton Soup, Campbells soup - A“personality” - Mid 1800s: Travelling salesman - Filled critical niche inAmerican marketing - People in small towns got more individual & personal messages - 350,000 sales people by 1900 - - Middleman between manufacturers and local stores Door-to-door sales - On street corners and public venues - 20th century: Frustration among consumers, wanted accountability, marketplace crowded: manufactures needed someone to promote their products to survive - AdvertisingAgencies - Many agencies founded by journalist, novelist, professional illustrators - Marketed a lifestyle, rathe
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