Download History of Advertising/Influences on Advertising/Careers in Advertising

What is
advertising?
1.1 History of Advertising
What makes a good ad?
 John
Caples – “They laughed when I sat
down at the piano, but when I started to
play!”

Direct response advertising
 DeBeers
– “A diamond is forever” (1948)
 Volkswagen – “Think small”
 Richard Sears – Sears Roebuck Catalog
What is advertising?
 Advertising
is a paid form of
communication intended to inform,
persuade, and remind an audience to
take some kind of action.
 Provides a mirror to our social history that
reflects values and aspirations of our
culture.
History of advertising
 Appeared
as inscriptions on Egyptian
tombs around 3000BC
 Greeks engraved theatre advertisements
in stone around 500BC
 Political and commercial messages have
been found in ancient Pompeii, Rome,
South America, Asia, Africa
History of advertising

Early to mid 19th century – ads remained pretty
consistent


Single column, little to no pictures or illustrations
Colonial America

Ben Franklin – Pennsylvania Gazette(1732)



Headlines, illustrations, pictures
Industrial Revolution – consumer society
P.T. Barnum helped spur the growth of outdoor
advertising by using banners for his museum and
traveling circus.

“Caravans of Giant Coursing Elephants and
Camels”
History of advertising
 20th
century – Roaring 20s, Great
Depression, World War II, Television, Civil
Rights Movement, Vietnam, Feminist
Movement
 Specific, brief, targeted ad campaigns
 Ads began to reflect social and cultural
changes
 Advertisements became glamorous,
visual, and youth-oriented
History of advertising
 Manufacturers
began developing brand
names
 Wanamakers, Marshall Fields, Macy’s
 Advertising dollars spent grew from
$200milion in 1880 to $3 billion in 1920
 Greater consumer demand for products
 Consumer society – one that has shifted
from self-sufficiency to dependence on
the marketplace
Your turn
 Pick
a time frame from history and find at
least 3 advertisements from that time
period.
What is
advertising?
1.1 History of Advertising
1.2 Influencing the Ads
Environmental Impact
 https://www.youtube.com/watch?v=qhH
xFcpBVmM
 Green Marketing – the use of advertising
to support and improve the environment
 Environmental Disasters

2010 BP Oil Spill https://www.youtube.com/watch?v=hoOfI
R4Vk1o
Social Responsibility of
Advertising
2


goals of advertising:
Selling a product
Maintaining a high public perception
 Social
Responsibility – the principle that
businesses should contribute to the
welfare of society

https://www.youtube.com/watch?v=AdRST
ldsTWg
Political Ads in the Digital Age





http://www.msnbc.com/hardball/watch/thebest-political-ads-of-the-midterms338810435656
What are some other political ads that you
can remember?
Were they positive or negative?
Do they make you want to vote for that
candidate?
http://www.usatoday.com/story/life/tv/2015/
08/31/president-obama-appear-running-wildbear-grylls/71454516/
Trade Associations


Industry trade groups, or trade associations,
are founded and funded by businesses
operating in a specific industry and are
responsible for public relations and activities
such as advertising, education, political
donations, lobbying, and publishing.
The main focus of trade associations is
collaboration between companies to
develop industry standards.
Social Media’s Impact
 https://www.youtube.com/watch?v=yDA
864UskXc
What is
advertising?
1.1 History of Advertising
1.2 Influencing the Ads
1.3 Careers
Superbowl Ads
 https://www.youtube.com/watch?v=Qoq
Wo3SJ73c
 https://www.youtube.com/watch?v=q3G
pXgFwWmk
3 Types of Advertising
 Product


Advertising
Product advertising is any method of
communication about the promotion of a
product in an attempt to induce potential
customers to purchase the product
Present at least one product characteristic
as a reason for purchasing a product
 https://www.youtube.com/watch?v=VvRYtIM
6ueU
3 Types of Advertising
 Brand

Advertising
Brand advertising is used to build an image
based on the set of values held by the
company.
3 Types of Advertising
 Corporate


Advertising
Corporate advertising intended to enhance
a company’s reputation or build good-will.
https://www.youtube.com/watch?v=fViOb
qGvIjM