Ages Of Advertising Essay

1778 words - 7 pages

Ages of Advertising Assignment

1

Advertising has come a long way from the simple signs on shops to its powerful influence today. Advertising has been a major factor in improving the standard of living in the United States and around the world. The history of advertising, and its endless search for competitive advantage and efficiency has made advertising's journey truly fascinating. With changing economies and increased competition, advertising has evolved from the preindustrial age through the industrializing and industrial ages and the birth of ad agencies to the golden age of advertising and finally to the postindustrial age. This paper discusses the transitions between the ages and what factors led to one age ending and the next age beginning.The Preindustrial AgeDuring the preindustrial age, advertising was reaching far beyond the simple signage and word of mouth of local merchants. The most significant development in the history of advertising was the introduction of the printing press. The first form of printing was developed in China and Europe had its first paper mill by 1275. Then in the 1440's Johannes Gutenberg perfected a system of printing in Germany.This new technology allowed for the mass production of printed materials and quickly replaced the hand written methods of reproduction. Printing changed the way people worked and communicated. Before the invention of the printing press, only a few could read and write, so news travelled by word of mouth. It was not until about a century ago, that the demand for the essentials of life (i.e., food, clothing and shelter) matched or surpassed supply. Printing also provided a way to record facts and important information and more people learned to read and write. The new technology also led to first forms of printed advertising - such as the handbill tacked on church doors in London in 1472 announcing a prayer book for sale. These innovations led to an explosion of communication and ideas were spread and traditional hierarchies were challenged. The first widespread reports of puffery came in 1700s and Samuel Johnson was particularly incisive on this issue, writing in 1759," Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic." In the preindustrial age advertising was mainly about announcing that something was available and it was not until later on that advertisement seemed to take on a driving aspect of its own, and focused on the creation of "wants" and "needs" in the growing consumer population. From the increasingly industrialized and urbanized American landscape, a unique phenomenon in marketing was born, and sometime around the 1840s, the concept of modern advertising emerged in American society. But it was the 20th Century before the focus turned to creating demand for a good or service.The Industrializing AgeLuxury...

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