Advertising History: The Evolution of Advertising Brands
3
Objectives
1. Advertising’s Role in Capitalism2. Role in Manufacturing & Retailing3. Know Era’s & Association with Culture4. Identify Evolutionary Forces
The Value of an Evolutionary Perspective
• The Evolution of advertising– Efficient methods of production made advertising an essential
tool for demand stimulation in a free enterprise economic system
– Urbanization, transportation & communications allowed advertising to grow
• The Evolution of Integrated Brand Promotion– More on brand development creating an IBP approach– More & more money is being allocated to promotional tools
other than advertising
Influences on the Evolution of Advertising
• Rise of capitalism– Competition for resources
• Industrial Revolution– Mass production of goods
• Manufacturers pursuit of distribution channel power– Branding emerges
• Rise of modern mass media– Democratization of goods
The Evolution of Advertising in the United States
• Pre-industrialization Era (pre-1800)– Handbills & “newsbooks” appear– Early ads resembled today’s classifieds
Testimonial in 1868
Towards Industrialization• The Era of Industrialization (1800-1875)– “Dailies” grow in popularity–Railroads spread the word–Advertising was considered an
embarrassment by some
1871: Insurance Ad
The P.T. Barnum Era
• P.T. Barnum Era (1875-1918)– The “consumer
culture” dawns– Advertising becomes
an industry
Advertising’s Glamorous 20s• The 1920s (1918-1929)– Advertising finds fame & glamour– Ads play on social anxieties– Segmentation begins by social class
Retro Ad Girls
The Evolution of Advertising • The Depression Era (1929-
1941)– Big Business is vilified—
advertising turns to harsh, anxiety creating ads
– Radio emerges as a new medium
Advertising in the 40-60’s• WWII & the Fifties (1941-1960)– Products linked with patriotism– Fascination with “science”– Subliminal advertising scare hits– Cigarette advertising
1949 Maidenform Ad
1949 RJ Reynolds Ad
1950’s Camel Ad
Ads from the 1950s reflected consumers’ fascination with scientific discoveries
The60s• Peace, Love & the
Creative Revolution (1960-1972)– Creatives gain
control– Advertising emerges
as a cultural icon
1966 Rebel
Advertising in the 70s• The 1970s (1973-1980)– Women & minorities adopt new roles– Hedonistic values– Microsoft began– Regulation & oversight take hold—FTC & NARB
become active, yet cigarette advertising still in play
Advertising in the 70s– Women & minorities adopt new roles
•
80’s Advertising
• The Designer Era (1980-1992)– Conservative politics rule– Rapid-paced MTV editing becomes ad style– Late night infomercial is born
The Evolution of Advertising in the United States
• The Second Nineties (1993-2000)– The challenge & promise of interactive media
arrives– Problems with new media applications disappoint
many advertisers
Problems with M-Advertising(does it tie you down?)
Present & Future
• The 00s: More Hip Ads & More Technology (2001 – present)– Ads become more self-aware & self-
referential– Sex appeals; Humor appeals; Scare appeals– Advertainment– Interactive/wireless/broadband
revolution=technology in advertising– On-line ads soar
Sex Appeals & Humor Appeals
Scare Appeals
Advertainment~The blending of advertising with entertainment
programming~Brand “placement” key here~Some films & shows are considered hour long
promotions
Delta’s Advertainment Attempts
Better than This Attempt?
Technology & Advertising
1. On-line ads multi BILLION $ industry2. E-tail multi TRILLION $ industry3. New technologies—RSS, Mobile, text,
interactive, wireless, blogging, search engine optimization—facilitate personalized advertising & promotion
4. Wi-fi expands how & when to reach consumers
Major Security/Privacy Issues
A Perfect Toolbar
Review/?s
1. Advertising’s Role in Capitalism2. Role in Manufacturing & Retailing3. Know Era’s & Association with Culture4. Identify Evolutionary Forces