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How Advertising Shaped Europe
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"'The First Schoolmaster in the Art of Advertising'" John Houghton
"A Collection for Improvement of Husbandry and Trade," published in 1692 by John Houghton is a recommendation of the merits of advertising to English merchants of the 17th century. Houghton set an example for the development of advertising as a means of trade publicity by experimenting in attention-grabbing methods. These methods allowed England to become extremely economically efficient in trade and agriculture, and later a leader in the Industrial Revolution of the 18th century. -
Emergence of Trade Cards as Advertising
Shown is French trade card of Gery Dupont, Grocer and Confectioner, 1770-1790. Trade cards were extremely popular forms of advertising in the 18th century, particularly in France. This trade card depicts the succint messages that were used to intrigue customers while marketing the products of the seller. -
Thomas J. Barratt, "The Father of Modern Advertising" Creates the Pears Advertising Legacy
Shown is an example of a Pears Soap poster created in 1900, under Barratt's reign at Pears Soap. Not simply beautiful illustrations of the British "good life," Barratt's advertisements and campaigns changed European marketing by bringing the product off the poster and into other forms of daily life. For example, Barratt employed the first woman paid to endorse a commerical product. He established magazines, encyclopediae, and the "Miss Pears" competition, all towards the aim of selling soap. -
SS Kaiser Wilhelm der Grosse Sets Sail: What Advertisements Tell Us About the Rise of German Maritime Dominance
The embarkment of ocean liner SS Kaiser Wilhelm der Grosse, "marked the beginning of a huge change in ... maritime supremacy" at the start of the 1900s. Norddeutscher Lloyd, the German shipping company that commissioned the ship, held influence throughout all of Europe. Their advertising posters were succint and symbolic, not only representations of German naval dominance but also stimulants for European emigration. The company's success can be linked to the foundation of the German Empire. -
"The Pause that Refreshes," The Start of Coca-Cola's 20-Year Campaign That Would Cross the Atlantic
In 1929 Archie Lee of American advertising company D'Arcy Co. created Coca Cola's iconic slogan, "The pause that refreshes." Although the phrase and the images accompanying it changed slightly throughout its twenty-year run, what did not change was the campaign's insidious nature of reaching not only American, but also European households. The brand followed American soldiers to Europe in WWII and represents the distinctive and important presence of American culture on European soil. -
Colonialist Racism Evident in Advertising
"Le Savon DIRTOFF me blanchit !" announces the poster, as a dark-skinned busboy washes dishes. This French soap ad claims effectiveness through its "skin-whitening" powers. Advertisement in Europe played a critical role in perperating racial inequalities, and the idea of the "White Man's Burden" is oft found in advertisements from the time as a tool for selling products.
