welcome to

LESSON 4: ORIGINS OF MODERN ADVERTISING

DESIGN INVESTIGATION & CULTURE

Lecturer
Itamar Medeiros (Brazil)
BA in Industrial Design;
PgDip in Information Design;
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MSc In Design.

DESIGN INVESTIGATION & CULTURE

Expertise
Multimedia/Web Design,
Photography, Information Design
and Human-Computer Interaction.
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LESSON 4: ORIGINS OF MODERN ADVERTISING

CULTURE LECTURE
learning outcome

Student will learn about the main

periods of western culture,
understanding its history from both an
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artistic and technological background.

DESIGN INVESTIGATION & CULTURE

LESSON 04:

LESSON 4: ORIGINS OF MODERN ADVERTISING

CULTURE LECTURE
content

An overview of media technology on the

20th century, in particular, the origins
of modern advertising.
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DESIGN INVESTIGATION & CULTURE

How advertising is shaped and
shapes culture.
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LESSON 4: ORIGINS OF MODERN ADVERTISING

what is it?

Making known; calling public attention

to a product, service, or company
by means of paid announcements
so as to affect perception or arouse
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consumer desire to make a
purchase or take a particular action.

DESIGN INVESTIGATION & CULTURE

ADVERTISING

LESSON 4: ORIGINS OF MODERN ADVERTISING

what is it?

Usually advertising attempts to

persuade its audience to purchase
a good or a service.

But “institutional” advertising has for a

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century sought to build corporate

DESIGN INVESTIGATION & CULTURE

reputations without appealing for
sales.
ADVERTISING

LESSON 4: ORIGINS OF MODERN ADVERTISING

what is it?

Authors distinguish advertising from

salesmanship by defining it as
mediated persuasion aimed at an
audience rather than one-to-one
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communication with a potential
customer.

DESIGN INVESTIGATION & CULTURE

ADVERTISING

LESSON 4: ORIGINS OF MODERN ADVERTISING

what is it?

In western history, advertising has

responded to changing business
demands, media technologies, and
cultural contexts.
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DESIGN INVESTIGATION & CULTURE

ADVERTISING

LESSON 4: ORIGINS OF MODERN ADVERTISING

what is it?

Since the 1920s, advertising has grown

massively, and current advertising
expenditures are eighty times greater
than in that decade.
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New media – radio, television,

DESIGN INVESTIGATION & CULTURE

cinema, and the Internet – deliver
commercial messages in ways almost
unimaginable 80 years ago.
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LESSON 4: ORIGINS OF MODERN ADVERTISING

contexts

As we see the ads, we may also be able

to “see through” them to broader
social and cultural realities.

We can note three contexts in

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advertising:

DESIGN INVESTIGATION & CULTURE

ADVERTISING

LESSON 4: ORIGINS OF MODERN ADVERTISING

business needs

First of all, they are selling tools and

reflect the business needs of the
corporations that pay for them.

Posing the questions about purposes

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and methods will give us insights into

DESIGN INVESTIGATION & CULTURE

the role of advertising in business.
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DESIGN INVESTIGATION & CULTURE LESSON 4: ORIGINS OF MODERN ADVERTISING

ADVERTISING

LESSON 4: ORIGINS OF MODERN ADVERTISING

cultural indicators

Second, advertisements are cultural

indicators, though distorted ones.

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DESIGN INVESTIGATION & CULTURE

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DESIGN INVESTIGATION & CULTURE LESSON 4: ORIGINS OF MODERN ADVERTISING

ADVERTISING

LESSON 4: ORIGINS OF MODERN ADVERTISING

industry culture

Finally, bear in mind that ads emerge

from a professional culture of the
advertising industry and suggest
the aspirations and anxieties of the
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men (and sometimes women) who
create them.

DESIGN INVESTIGATION & CULTURE