HISTORY OF ADVERTISEMENT Advertisement! What is it?

We are continually bombarded with it choked with stuff confusing our sense of balance and peace. To advertise is to publicize and draw attention. The peacock loves it. He advertises his wings in the hope of catching the best mate. The cuckoo does the same with its voice to woo its partner. Nature runs the best advertising agency. We are all at it from dawn to dusk. Advertising means blowing your own trumpet. The individual, the corporate body, social do-gooders or even the mighty government are all seeking attention. So advertising is a powerful tool to spread the message whatever that be. Sometimes it is paid and sometimes it is not but the operation is the same. When studying today's advertising industry, it's useful to understand the history of advertising. Although word of mouth, the most basic (and still the most powerful) form of advertising has been around ever since humans started providing each other with goods and services, Advertising as a discrete form is generally agreed to have begun alongside newspapers, in the seventeenth century. Frenchman Thophraste Renaudot (Louis XIII's official physician) created a very early version of the supermarket noticeboard. Parisians seeking or offering jobs, or wanting to buy or sell goods, put notices at the office. So that the maximum number of people had access to this information, Renaudot created La Gazette in 1631, the first French newspaper. The personal ad was born. In England, line advertisements in newspapers were very popular in the second half of the seventeenth century, often announcing the publication of a new book, or the opening of a new play. The Great Fire of London in 1666 was a boost to this type of advertisement, as people used newspapers in the aftermath of the fire to advertise lost & found, and changes of address. These early line ads were predominantly informative, containing descriptive, rather than persuasive language. Advertising and the Industrial Revolution When goods were handmade, by local craftsmen, in small quantities, there was no need for advertising. Buyer and seller were personally known to one another, and the buyer was likely to have direct experience of the product. The buyer also had much more contact with the production process, especially for items like clothing (hand-stitched to fit) and food (assembled from simple, raw ingredients). Packaging and branding were unknown and unnecessary before the Industrial Revolution. However, once technological advances enabled the mass production of soap, china, clothing etc, the close personal links between buyer and seller were broken. Rather than selling out of

their back yards to local customers, manufacturers sought market a long way from their factories, sometimes on the other side of the world. This created a need for advertising. Manufacturers needed to explain and recommend their products to customers whom they would never meet personally. Manufacturers, in chasing far-off markets, were beginning to compete with each other. Therefore they needed to brand their products, in order to distinguish them from one another, and create mass recommendations to support the mass production and consumption model. Newspapers provided the ideal vehicle for this new phenomenon, advertisements. New technologies were also making newspapers cheaper, more widely available, and more frequently printed. They had more pages, so they could carry more, bigger, ads. Simple descriptions, plus prices, of products served their purpose until the mid-nineteenth century, when technological advances meant that illustrations could be added to advertising, and colour was also an option. Advertisers started to add copy under the simple headings, describing their products using persuasive prose. Bubbles the Pears' Soap Advertising Innovation An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realized that they needed to be more aggressive about pushing their products if they were to survive. He bought the copyright to a painting by noted Pre-Raphaelite artist, Sir John Everett Millais, originally entitled 'Bubbles'. Barratt added a bar of Pears' Soap to the bottom left of the image, and emblazoned the company name across the top, launching the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. He took images considered as "fine art" and used them to connote his brand's quality, purity (i.e. untainted by commercialism) and simplicity (cherubic children). The campaign was a huge success.

The First Advertising Agencies However, it was not until the emergence of advertising agencies in the latter part of the nineteenth century that advertising became a fully-fledged institution, with its own ways of working, and with its own creative values. These agencies were a response to an increasingly crowded marketplace, where manufacturers were realizing that promotion of their products was vital if they were to survive. They sold themselves as experts in communication to their clients - who were then left to get on with the business of manufacturing. Copywriters emerged who for a fee would craft a series of promotional statements. Many of these men were aspiring novelists, or journalists, who discovered they could more profitably turn their word craft to the services of sales. Innovators like Claude Hopkins and Albert Lasker developed the scope and sophistication of advertising in the early years of the twentieth century. Unlike his predecessors, Hopkins was a great believer in learning all about the product he was meant to be selling. After all this, the introduction of technologies brought a new revolutionary. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising: the consumer tunes in for the advertising message, rather than it being a by-product or afterthought. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising. The share of advertising spending relative to GDP has changed little across large changes in media. For example, in the US in 1925, the main advertising media were newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a share of GDP was about 2.9 percent. By 1998, television and radio had become major advertising media. Nonetheless, advertising spending as a share of GDP was slightly lowerabout 2.4 percent. A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message .Guerrilla advertising is

becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as Facebook. Public service advertising The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energy conservation and deforestation. Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.

In the United States, the granting of television and radio licenses by the FCC is contingent upon the station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers. Public service advertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear.
DONE BY: G.SANJANA BISANI B.COM(MM)II 1013147