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The History Of Advertising And Advantages And Disadvantages Of Modern Advertising Techniques

1940 words - 8 pages

Introduction
What do you think of when you see an advertisement? Do you first notice the talent they are using? Does the colors used in the ad attract your attention? Or maybe the word play they use in the ad? Advertisement is part of our daily life. We see advertisements everyday, everywhere. Be it on TV, radio, magazine, newspaper, billboards, posters, etc. The advertisements that we see are shown to us through the help of media.

Media is correspondence channels through which news, entertainment, education, information, or special messages are spread. Media incorporates each TV and narrowcasting medium, for example, daily papers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet. Media is now divided into two which are the traditional media and new media. The traditional media includes newspapers, books, magazines, TV, and radio while the new media includes the internet.

Advertising is one example of information that is being spread to the mass audience through media. According to the dictionary, advertising is the paid, one-way marketing of giving information to the mass audience through channels of mass communications to promote goods, services, or ideas. Advertising comes in many form. There are infomercial, TV commercials, radio advertising, online advertising, celebrity branding, etc. Advertising has existed even during the old days. The Egyptians used to carve public notices in steel. During wars, the government will use posters to encourage enlistment to the military.

Traditional Media
Traditional media is the old and archaic method of spreading information broadly involving one-way communication. Traditional media includes newspapers, books, magazines, TV, radio, etc. Cave paintings, homing pigeons, and books are examples of the early form of media.

The first publication was the Acta Diurna (government announcement bulletins) during the Roman Empire in 59 BC under the order of Julius Caesar. It was carved in metal or stone and posted in public places. In Venice, they had a handwritten newsletter called as Notizie Scritte which means written notices. This monthly newsletter was used to convey economic, political, and military news throughout Europe. It became popular in Europe especially in Italy during the 1500s.

In the 17th century, the term newspapers became popular and widely used. Many countries in Europe published their first newspapers during this period. The Germans was said to be the first one to publish newspapers. Their first publication was called “Relation aller Fürnemmen und gedenckwürdigen Historien” printed in the year 1605 by Johann Carolus. Other early newspapers were Dutch’s “Courante uyt Italien, Duystlandt, &c.” Meanwhile, the first publication published in the United States was Benjamin Harris “Publick Occurrences Both Forreign and Domestick” in the year 1690. The magazines were first published in the 18th century. The first magazine in Britain, “The Gentlemen’s Magazine”, was...

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