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3000 BCE
Egypt: Creation of Papyri
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Period: 3000 BCE to
PREHISTORY OF ADVERTISING
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2000 BCE
Babylon: Criers
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1200 BCE
Classical Greece: Kerux, Axon, Kyrbo
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1200 BCE
First advertising text “Shem”
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625 BCE
Romans: Praeco, Album, Graffiti, Signa
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200 BCE
Real invention of paper
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220
Creation of Woodblock printing in China
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Period: 476 to 1400
Medieval Era: use of newsmen, peddlers, charlatans and puppeteers as mediums of communication
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868
First printed book - Diamond Sutra
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1150
Wine criers
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1447
Invention of printing press - Johannes Gutenberg
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1450
Woodcut Printing in China (15th century)
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Rise of Newspaper - first weekly newspaper, Theophrase Renaudot
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America’s first regularly published newspaper: Boston Newsletter
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Period: to
Industrial Revolution - Commercialism, freedom in press and advertising fees
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James White: openeded advertising and news agency
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Period: to
Phineas T.Barnum: Inventor of the modern advertising campaigns
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Charles Louis Havas created "Havas agency"
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Charles Duveyrier: Société de Annonces
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Period: to
BIRTH OF ADVERTISING
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Ferdinand Haasenstein: Hamburg Haasenstein und Vogler
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Atilio Manzoni: Mazoni publicitá
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Agency: J. Walter Thompson, New York
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Agency: N.W. Ayer and Son, Philadelphia
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Period: to
THE CONSOLIDATION OF ADVERTISING
BRAND TRANSFORMATION
Modern brands: added value, promoting packaged goods. Rise of brand loyalty and pre-demand marketing (catalogs and department stores) THEORIES:
• Mass production required all production to be sold
• Price fluctuations led to fixed prices and pre-demand through
advertising ADVERTISING TECHNIQUES
• Merchant cards, Patent medicines, Lithography (end of 18th century), Eye-catching advertising -
Period: to
Art Nouveau
Characteristics:
• Women as main character
• Oriental, floral style
• Inspiration of Japanese woodcuts.
• Curved lines figures, circles, soft colors, background full of
ornaments and flowers, exotic print clothes
• Lack of commercial text
• Artists: Henri de Toulouse-Lautrec, Jules Chéret, Alphonse
Mucha, … -
Creation of FDA: Food and Drug Act
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Exoticism, Cubism, Fauvism and Futurism (1905- early 20th century)
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Agency: Helen Lansdowne Resor, Cincinnati
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Earnest Elmo Calkins: "A Skin You Love to Touch"
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War advertising: Lord Kitchner Poster
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Organizations for advertising professionals: AAAA, AACA, AWNY (1904-1917)
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War advertising: Uncle Sam
Use to attract volunteers (love country, hate enemy) → 13 million volunteers -
Period: to
EXPANSION OF ADVERTISING + SCIENTIFIC ADVERTISING
- Types of ad: Tourism, sport, automobile, household appliances (arrival of electric light)
- Social incorporation of women → Incorporated in work and consumption. They buy products with more symbolic value
- Development of the ad technique
- Advertising as information
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Rise of radio, Herbert Hoover
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Exposition Internationale des Arts Decoratifs et Industriels Modernes in Paris
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Period: to
Art Deco
Influence of: Exoticism, Cubism, Fauvism and Futurism
Artists: Cassandre, Paul Colin, Charles Loupot, Francis Bernard, ...
Characteristics Specific and direct → simpler, plain image
Protagonism of advertised product, Bold geometric, Symmetry and ordu, Rian and vibrant colors, High contrast, Stuvization, Abstraction, Ornamental details, Luxury, Aerodynamic shapes -
MacManus advertising company
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Claude Hopkins: My life in Advertising
- Use of coupons and samples
- Crafting engaging and attention grabbing headlines
- Understanding the psychological makeup of the target audience
- Being specific and clear
- Telling a complete story
- Using attractive and relevant visuals
- Strategy for each ad.
- Avoid negative commentary about competitors
- Choose a brand name that resonants
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Illustrated magazines: "Life"
The rise of magazines: At first they refused to carry ad but then they need financial support -
Rosser Reeves: Unique Selling Proposition (1950s)
A key feature that distinguishes a product from its competitors in the marketplace. -
Period: to
CREATIVE REVOLUTION OF ADVERTISING
Scientific Advertising key techniques
Diamatized selling → storytelling
Preemptive claim → find the unique factor of its product -
William Bernbach founds DDB
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Leo Burnett creates iconic characters: Jolly Green Giant and Tony the Tiger
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DDB launches the ‘Think Small’ campaign for Volkswagen, revolutionising automotive advertising, minimalistic
This ad is a revolution for automotive advertising
with its minimalist and honest approach. -
Madison Avenue in the US: agencies
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David Ogilvy: ‘Confessions of an Advertising Man’
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Coca-Cola's ‘Hilltop’ commercial
A milestone in television advertising. -
Period: to
LAST THIRD OF THE CENTURY
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80s extravagance
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Agency Saatchi&Saatchi
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Apple computer advertising by Chiat/Day
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Cassandre: Nord Express
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90s shock advertising: Get unhooked - Oliver Toscani
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Irish RSA: Road safety authority advertising
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Internet, before APRANET
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Period: to
TURN OF THE CENTURY
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New Trends
- varied, uncategorized mix, heterogeneous social responsibility
- more online and electronic media (less traditional media) creative → sophistication/refinement and guerrilla marketing techniques
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Rise of Agency holding groups (WPP, DENTSU, HAVAS, Publicis Group, Interpublic Group, Omnicom Group)
Almost everyone in advertising works for one of 6 different companies, 6 biggest agency groups (advertising giants) control the entire market. -
Rise of Social Media Marketing (Influencer,...)
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2025 Marketing
→ Connection and bonding of users on different platforms - Omnichannel
→ Automation and Generative AI - Agile content strategy, personalization, creativity
→ Hyper-personalized experiences - deeper connection and brand loyalty
→ Social Media Marketing and E-commerce - (Micro) Influencer, Social Analytics