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When the art of writing was invented, the knowledge was greatly extended, and advertising gradually become an art to be cultivated. -
Criers are people hired to proclaim the virtues of a product.
In the streets of Babylon, (ancient city in Mesopotamia) they were criers selling carpets, tapestries and spices. -
There's no exact way to know the date when advertising made its first appearance, but we know it's the oldest form of trade in the world.
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It was considered an advertisign claim. Phoenicians were very good merchants, and they crossed the oceans selling and buying products that now seem exotic: fabrics or cloths, jewelry, perfumes, amber, ivory...
When their boats came ashore, they lit a fire in a high mountain: “we have arrived”. -
Advertising began shortly after the invention of writing. One of the earliest known examples, in ancient Egypt, is a papyrus that combines a reward notice for a runaway slave with a promotional message about the quality of the owner's woven fabrics. This document, now housed in the British Museum, is considered one of the first instances of advertising with a commercial purpose. -
In ancient Greece, advertising was often done through public criers, or kerux, known for their strong voices. Their announcements, whether political, religious, or commercial, were well-delivered and sometimes even poetic. Another unique advertising method involved placing written curses on lead sheets in temple areas, calling on the gods to punish wrongdoers. This served both as a warning and a form of public notice. -
Album: In the most visible walls appear rectangular spaces painted white (album): advertisements of plays, gladiators and slaves are common. Also candidates did engrave their names on the walls to attract the attention of voters. Graffiti: Preserved under ash, walls covered with notices of a different kind and painted in black/red. Signa: Placed in private homes as a sign of identification, because in Rome there was no custom of numbering the houses. -
Woodblock is a technique for printing text, images or patterns that was used widely throughout East Asia. Originated in China in antiquity as a method of printing on textiles and later on paper.
The earliest surviving woodblock printed fragments are from China. -
After the fall of the Roman Empire, literacy nearly vanished, limited to monks and clergy. Reading was seen as unmanly for nobles. News spread through criers, peddlers, and performers, as newspapers didn’t exist. In France, organized criers even promoted goods like wine. By the Late Middle Ages, guilds of craftsmen emerged, controlling trades and shaping city streets, which were often named after the crafts practiced there.
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The peddlers, charlatans or puppeteers were, however, the chief medium of intercommunication in the Middle Ages.
They loudly advertised their products on the street or shows, and it is not hard to imagine how welcome their appearance must have been in those days (no roads, travelling was very difficult).
And nearly the whole of laity (normal people, distinct from the clergy), from the king to the slaves, were equally illiterate. -
Advertising advanced significantly with the introduction of the printing press, often credited to Johannes Gutenberg in 1447. However, the Chinese had developed printing technology, including woodcuts, paper, and ink, centuries earlier. The European printing press enabled the rapid spread of Western culture, resulting in 20 million books printed within 50 years—roughly one for every five people in Europe. Books have remained largely unchanged since, aside from the digital e-book.
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Advertising took a leap forward, with the appearance of the printing press, invention generally credited to Johannes Gutenberg.
Although, the Chinese knew it eight centuries before the Europeans. -
The printing press empowered figures like Luther and Calvin to spread their beliefs, prompting the Catholic Church and monarchs to control printed content through strict licensing. This marked a shift in communication, paving the way for new advertising tools to replace oral announcements. Despite widespread illiteracy, these changes signaled a major transformation. Engraving techniques were used to illustrate books during this period.
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In the 17th century, advertising began to develop with the rise of newspapers, brochures, and posters, gradually replacing oral announcements as printing became more widespread.
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Théophraste Renaudot, a physician and journalist, founded France’s first job exchange and weekly newspaper, La Gazette, earning recognition as the first French journalist and the inventor of the personal ad. -
First newspaper founded in England. -
The transition from hand production methods to machines.
Until the 19th century, only the aristocracy could have things, and the special things they consumed even had a distinct category name: they were luxuries. -
from Greek chalcos, copper+graphia, to write), engravings on copper/zinc plates used for printmaking and for illustrations in the production of books (chemical products: aquaforte and aquatint).
It was used for the production of labels or tags. The medicines and other exotic products began to be labeled. -
It put an end to social feudalism, bringing freedom of speech, and freedom of the press/of the media.
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Havas was founded in Paris by Charles-Louis Havas, initially as a news agency providing translations and foreign news reports. It later expanded into advertising, becoming one of the first integrated communications groups. Over time, Havas grew into a global agency known for combining media, creative services, and digital marketing. -
Illustrated magazines began to gain popularity in the early 19th century. The first magazine considered to be illustrated was "The Illustrated London News", first published in 1842 in the United Kingdom. It used wood engravings to accompany the news, marking the beginning of a new era in visual journalism. -
He founded the first modern advertising agency, offering full services and creating the account executive role. His agency, JWT, rose to dominance in the U.S. after WWI and was the first American agency to expand internationally. -
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In the 19th century, untested patent medicines with secret, often dangerous ingredients were widely advertised, leading to addiction and health risks. Ads mimicked news to boost sales. Public concern and journalism led to the 1906 creation of the FDA, requiring proper labeling. Yet questionable health products still exist today. -
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Founder Francis Wayland Ayer. Ayer brought transparency to the business of buying and selling space in the newspapers, charging advertisers a fixed commission of 12.5 per cent. This later rose to 15 per cent, which remained the standard commission fee for advertising agencies for many years. -
Invented the modern advertising campaign: a well-planned program of tricks, speeches, posters, parades, and publicity efforts used to build excitement about a new product or event. -
Lord Thomas was founded by Albert Lasker and later developed into one of the first modern advertising agencies by pioneering innovative marketing techniques. It set the foundation for the advertising industry with its focus on research and creative strategies. -
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Art Nouveau (“new art”) appeared in a wide variety of fields throughout Europe and beyond: decorative and graphic arts, architecture, glassware, furniture, pottery, jewlry, metalwork, textile. Characteristics:
Women are the main character, but they are always unrealistic women, idealized women.
2. Oriental style influenced by the Byzantine and the Arab world.
3. Inspiration Japanese woodcuts, curved lines and figures.
4. Lack of commercial text. -
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Dentsu was founded in Tokyo by Hoshiro Mitsunaga as a small news and advertising company. Originally focused on newspaper advertising sales, it quickly expanded into full-service advertising. Over the decades, Dentsu grew to dominate Japan’s advertising market, becoming a pioneer in blending media, creativity, and technology long before going global. -
Former Canadian policeman John E. Kennedy introduced the revolutionary idea that “Advertising is Salesmanship-In-Print” to Albert Lasker at Lord Thomas. This simple but powerful concept reshaped advertising by focusing on persuasive, reason-why messaging and measurable effectiveness. Though Kennedy’s career was brief, his teachings became foundational, influencing generations of copywriters and leading to the rise of modern advertising. -
Helen Lansdowne Resor revolutionized advertising with emotionally resonant, subtly sensual ads targeting women, boosting Woodbury Soap sales dramatically. Her creative genius, paired with Stanley Resor’s leadership, helped make JWT the first agency to surpass \$100 million in billings and a lasting industry leader. -
During World War I, the U.S. government launched an extensive propaganda campaign using posters, films, and pamphlets to rally public support and encourage enlistment, marking the birth of modern American wartime advertising. A notable example is the "I Want You" poster featuring Uncle Sam, created by James Montgomery Flagg in 1917, which became an enduring symbol of national recruitment efforts. -
The "It's Toasted" ad campaign by Lucky Strike highlighted that their tobacco was heat-treated rather than sun-dried, framing it as a health and quality advantage. It cleverly redirected public focus from the dangers of smoking to a perceived manufacturing benefit. This strategy marked a turning point in cigarette advertising by using pseudo-scientific reassurance to build consumer trust. -
Change of mentality towards a high bourgeoisie mentality. Although we talk about mass society, most things were restricted to the upper bourgeoisie.
1.Big posters: they were important for the development of the consumption.
2.Price: department stores push prices down.
3.Display of the products.
4.Free entry: traditional trade, when entering-purchase commitment.
5.Happiness: bourgeois concept à comfortable life
6.Ladies: Department stores were designed for ladies -
Scientific advertising in the USA emerged in the early 20th century, emphasizing research, testing, and data-driven strategies to improve ad effectiveness. Pioneered by figures like Claude Hopkins, it transformed advertising into a measurable and results-focused discipline.
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These are the main characteristics of the era:
1. The appearance of new advertisers, who were gradually incorporated.
2. Three new types of advertising: tourism, sport and household appliances -
Radio was seen as a powerful instrument that could educate, inform, and enlighten the public.
The idea that radio could also have advertisements disturbed some Americans, specially teachers, civic leaders and social reformers. -
Art Deco is characterized by bold geometric shapes, rich colors, and lavish ornamentation. It often features materials like chrome, glass, ivory, and exotic woods, reflecting luxury and modernity. The style blends modernist forms with fine craftsmanship and was influenced by Cubism, Futurism, and ancient cultures. -
Publicis Groupe was founded in Paris by Marcel Bleustein-Blanchet. It began as a small advertising agency and grew rapidly, becoming one of the world’s largest communications groups. Known for innovation and creativity, Publicis expanded globally through acquisitions and diversified into various marketing and media services. -
Designed by Cassandre -
Claude Hopkins believed the sole purpose of advertising was to sell, emphasizing “dramatized salesmanship” and rigorous research to prove its effectiveness. He dedicated himself fully to the craft, insisting that ads must demonstrate tangible sales results. Hopkins argued that understanding the product and customer deeply was essential for creating persuasive advertising. -
Interpublic Group (IPG) is a global advertising and marketing holding company. It grew by acquiring multiple agencies and diversifying services in advertising, public relations, and digital marketing. Today, IPG is one of the world’s largest agency networks, known for its innovative, integrated marketing solutions. -
Dessigned by Cassandre -
After World War II, Americans were eager to enjoy peace and prosperity, with savings ready to fuel a consumer boom. Advertising guided spending on everything from homes and cars to food and fashion, promoting a modern, comfortable lifestyle. The rise of television amplified this message, turning the U.S. into a nationwide marketplace.
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Before and after WWII, television rapidly evolved from experimental tech to a household staple, with millions of Americans owning TVs by 1950. Its unique mix of sight and sound made it ideal for advertising, drawing massive investments from sponsors and shifting focus away from radio. This era saw dramatic, celebrity-endorsed ads and sponsor-backed programming, launching what became known as TV’s “Golden Age.” -
Branding creates meaning and identity around products by changing their names and the stories told about them, making consumers form emotional connections. In the 1950s, David Ogilvy pioneered consistent brand image advertising, turning ordinary items like shirts and tonic water into iconic brands. His famous Hathaway shirt campaign, ran for decades and showcased his impact on modern branding. -
Leo Burnett, a shy Midwesterner who started his agency during the Great Depression, believed in giving products distinct personalities through honest, humorous advertising. By 1959, his agency managed nearly \$100 million and created iconic characters like the Jolly Green Giant, Tony the Tiger, and the Pillsbury Doughboy. These memorable mascots became deeply embedded in American culture and transformed how brands connected with consumers. -
In the 1952 U.S. presidential election, advertising techniques entered politics with Rosser Reeves’ “Eisenhower Answers America” TV spots. Unlike traditional campaign speeches, these short, persuasive ads marked a shift in political communication. This campaign set a precedent, showing how television could be used to sell candidates like commercial products. -
Leo Burnett’s Marlboro Man campaign, transformed Marlboro cigarettes from a women’s brand to one of the best-selling men’s cigarettes by associating it with rugged masculinity. Using the iconic cowboy figure, the ads tapped into American ideals of independence and toughness, creating one of the most powerful and enduring brand images in advertising history. -
The Anacin ad campaign, which began on radio in the 1940s and moved to TV in the 1950s, promoted the aspirin as a powerful, doctor-like prescription. Its memorable slogan and dramatic visuals showing headache relief made it one of the most iconic ads of the decade. The campaign tripled sales in just 18 months and became a legendary success in advertising history. -
The Volkswagen Beetle, with its unconventional design, faced a tough sell in 1950s America, favoring flashy, spacious cars. The DDB agency, led by William Bernbach and his creative team, crafted the groundbreaking "Think Small" campaign, embracing originality and humor. This campaign revolutionized advertising and successfully positioned the Beetle as an iconic, clever choice. -
The Saatchi Saatchi campaign "Would you be more careful if it was you that got pregnant?" highlights the consequences of unprotected sex by directly challenging men to consider the impact of pregnancy from their own perspective. It aims to promote responsibility and encourage safer sexual behavior by making men empathize with the experience and risks women face. -
The 1980s marked the golden age of TV advertising, shifting from simple moving print ads to high-budget global campaigns with top directors. London’s creative scene influenced the US, turning Soho into a hub akin to Madison Avenue. The decade was defined by extravagant lifestyles, status-driven client entertainment, and a strong focus on financial success.
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The Apple ad by Chiat/Day, directed by Ridley Scott, debuted during Super Bowl XVIII. It used a dystopian 1984 theme to symbolize Apple challenging the status quo with the Macintosh. The single airing sparked huge buzz and became one of the most iconic ads ever. -
It has become one of the most influential advertising platforms globally due to its massive viewership. Brands invest millions for a 30-second spot, using it to launch major campaigns with high-impact, often celebrity-filled ads. Its cultural relevance turns commercials into events themselves, driving buzz, media coverage, and viral engagement far beyond the game. -
WPP Group was founded in by Martin Sorrell as a small UK-based company originally focused on manufacturing wire and plastic products. Sorrell transformed it into a global advertising and communications powerhouse through a series of strategic acquisitions, turning WPP into one of the world’s largest marketing services groups. -
Bartle Bogle Hegarty (BBH) created the iconic Levi’s 501 "Launderette" ad, which played a key role in reviving the brand. The ad featured a young man stripping down to his jeans to wash them in a laundromat, combining humor, style, and attitude to capture youth culture and make Levi’s 501 a symbol of cool, casual fashion. -
Omnicom Group was founded through the merger of three major agencies: BBDO, DDB Needham, and Doyle Dane Bernbach. The merger created a global advertising powerhouse based in New York. Today, Omnicom is a leading marketing conglomerate offering diverse services worldwide. -
It aimed to grab attention by using provocative, controversial, or taboo subjects—like sex, violence, or social issues—to challenge norms and spark strong emotional reactions. It pushed boundaries to stand out in crowded markets and provoke debate, often stirring both outrage and awareness. This bold approach helped brands create memorable, edgy campaigns but sometimes faced backlash for being too extreme.
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Oliviero Toscani’s work for Benetton used shocking images to tackle social issues like racism, AIDS, and war instead of focusing on products. His controversial campaigns sparked debate and helped shape Benetton’s identity as a brand that blends advertising with social activism. -
Irish road safety ads used shock tactics by showing graphic, often disturbing images of accidents and their consequences. These powerful visuals aimed to jolt viewers into safer driving habits by highlighting the real dangers of reckless behavior, making the message unforgettable and emotionally impactful. -
In the early 2000s, the internet transformed advertising by introducing digital channels that allowed brands to reach audiences more directly and interactively. It enabled targeted, measurable campaigns through websites, email, and emerging social media, shifting focus from traditional TV and print to online engagement. This era marked the beginning of data-driven marketing and the rise of personalized advertising.
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It styled like a glamorous short film, the ad told a romantic, cinematic story of a famous woman escaping her life and falling in love. With lush visuals, dramatic music, and Kidman in couture gowns, it redefined luxury fragrance advertising, blending Hollywood-style storytelling with high fashion to elevate Chanel Nº5’s mystique and emotional appeal. -
It aimed to challenge traditional beauty standards by featuring real women of diverse shapes, ages, and ethnicities instead of professional models. It began with billboard ads and expanded to include viral videos like "Evolution" and "Real Beauty Sketches," highlighting the impact of media on self-image. The campaign sparked global conversations about beauty and self-esteem, significantly boosting Dove's brand visibility and sales. -
These ads use bold, straightforward messaging to encourage smokers to break free from nicotine addiction. Featuring strong visuals and clear calls to action, the campaign aims to raise awareness about the harmful effects of smoking and motivate people to quit for better health. -
Guerrilla marketing is a creative, low-cost advertising strategy that uses unconventional tactics to capture attention in unexpected places. It often relies on surprise, humor, or interaction to engage audiences and create memorable brand experiences. This approach is popular with smaller brands aiming to maximize impact with limited budgets. -
The campaign promoted the James Bond film Skyfall with an interactive stunt at a Belgian train station. Participants had 70 seconds to complete a Bond-style mission after buying a Coke Zero. The viral video captured global attention and reinforced the brand’s adventurous, bold image. -
This ad showed a touching bond between a puppy and a Clydesdale horse. Set to “Let Her Go,” it highlighted themes of friendship and loyalty. The ad became a viral hit and won USA Today’s Ad Meter that year. -
This ad cleverly disguised every commercial as a Tide ad, revealing the clean clothes as the giveaway. Featuring actor David Harbour, it parodied typical ads and kept viewers guessing. The campaign went viral, generating billions of impressions and widespread acclaim.