Lovelle A.

Jao Advertising
BSBA 3 – MM Mrs. Ronielda Ricohermoso

ASSIGNMENT
1. Create timeline of the development of advertising.
2. How did advertising activity originated and developed?
↱ The history of advertising can be traced to ancient civilizations. It became a major force

in capitalist economies in the mid-19th century, based primarily on newspapers and magazines.

In the 20th century, advertising grew rapidly with new technologies such as direct
mail, radio, television, the internet and mobile devices.
Egyptians used papyrus to make sales messages and wall posters. Commercial
messages and political campaign displays have been found in the ruins
of Pompeii and Arabia. Lost and found advertising on papyrus was common in Ancient
Greece and Ancient Rome. Wall or rock painting for commercial advertising is another
manifestation of an ancient advertising form, which is present to this day in many parts of Asia,
Africa, and South America.
In ancient China, the earliest advertising known was oral, as recorded in the Classic of
Poetry (11th to 7th centuries BCE) of bamboo flutes played to sell candy. Advertisement usually
takes in the form of calligraphic signboards and inked papers. A copper printing plate dated
back to the Song dynasty used to print posters in the form of a square sheet of paper with a
rabbit logo with "Jinan Liu's Fine Needle Shop" and "We buy high quality steel rods and make
fine quality needles, to be ready for use at home in no time" written above and below. It is
considered the world’s earliest identified printed advertising medium.
In Europe, as the towns and cities of the Middle Ages began to grow, and the general
populace was unable to read, instead of signs that read "cobbler", "miller", "tailor", or
"blacksmith" would use an image associated with their trade such as a boot, a suit, a hat, a
clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold
in the city square from the backs of carts and wagons and their proprietors used street callers
(town criers) to announce their whereabouts for the convenience of the customers.
Modern advertising began to take shape with the advent of newspapers and magazines
in the 16th and 17th centuries. The very first weekly gazettes appeared in Venice in the early
16th-century. The earliest commercial advertisements were for books and quack medicines, but
by the 1650s, the variety of products being advertised had increased markedly.
 Advances in printing allowed retailers and manufacturers to print handbills and trade
cards. For example, Jonathon Holder, a London haberdasher in the 1670s, gave every customer
a printed list of his stock with the prices affixed. At the time, Holder's innovation was seen as a
"dangerous practice" and an unnecessary expense for retailers. The earliest trade cards were
not cards at all, instead they were printed on paper and did not include illustrations. By the
18th century, however, they were printed on the more substantial card and typically bore the
tradesmen's name and address, and before street numbering was in common use, often
included a long-winded set of directions on how to locate the store or premises. With the
advent of commercial engraving and lithography, illustrations became a standard feature of
even the most humble trade card. Eventually trade cards evolved into business cards, which are
still in use today.
In the 19th century, early print advertisements were used mainly to promote books and
newspapers, which became increasingly affordable with advances in the printing press; and
medicines, which were increasingly sought after as modern people rejected traditional cures.
However, false advertising and "Quackery" became common. British newspapers in the 1850s
and 1860s appealed to the increasingly affluent middle-class that sought out a variety of new
products. The advertisements announced new health remedies as well as fresh foods and
beverages. The latest London fashions were featured in the regional press. The availability of
repeated advertising permitted manufacturers to develop nationally known brand names that
had a much stronger appeal than generic products.
Advertising agencies
In London Thomas J. Barratt was hailed as "the father of modern advertising". Working
for the Pears Soap Company, Barratt created an effective advertising campaign for the company
products, which involved the use of targeted slogans, images and phrases. One of his slogans,
"Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century.
In the United States around 1840, Volney B. Palmer set up the first advertising
agency in Philadelphia. In 1842 Palmer bought large amounts of space in various newspapers at
a discounted rate then resold the space at higher rates to advertisers. The actual ad – the copy,
layout, and artwork – was still prepared by the company wishing to advertise; in effect, Palmer
was a space broker. The situation changed in the late 19th century when the advertising agency
of N.W. Ayer & Son was founded in New York. It planned, created, and executed complete
advertising campaigns for its customers. It created a number of memorable slogans for firms
such as De Beers, AT&T and the U.S. Army.
Since 1990, advertising in the developing world was dominated by agencies in the
imperial powers, especially from London and Paris. J. Walter Thompson became the first
American agency to expand internationally with the opening of J. Walter Thompson London in
1899. It expanded across the globe, becoming one of the first American agencies in Egypt,
South Africa and Asia. Much of the pressure to expand came from General Motors, which
wanted to export its automobiles worldwide. Ford turned to N.W. Ayer, which began its
expansion in Europe and Latin America in the 1930s.
Advertising increased dramatically in the United States after 1870 as industrialization
expanded the supply of manufactured products to a very large market. In order to profit from
this higher rate of production, industry needed to recruit workers as consumers of factory
products. It did so through the invention of mass marketing designed to influence the
population's economic behavior on a larger scale.
In 1900, most Canadian newspapers were local affairs, designed primarily to inform local
partisans about the provincial and national political scene. The publishers depended on loyal
partisan subscribers, as well as contracts for public printing controlled by the political parties.
With the rise of national advertising agencies after 1900, a major transformation was
underway. The advertisers wanted them to reach the maximum possible circulation, regardless
of partisanship. The result was a series of consolidations yielding much larger, largely
nonpartisan newspapers, which depended more heavily on advertising revenue than on
subscriptions from loyal party members. 
At the turn of the 20th century, there were few career choices for women in business;
however, advertising was one of the few. Since women were responsible for most of the
purchasing done in their household, advertisers and agencies recognized the value of women's
insight during the creative process. Helen Lansdowne Resor at J. Walter Thompson Agency, was
one of the pioneers.
 In 1911, the Woodbury Soap Company became the first to use images of sexual contact
to sell a product. Their ad slogan, created by Helen Lansdowne, claimed that women who used
the soap would have "Skin You Love To Touch". Her copy promised the soap would increase the
beauty of one's skin; it offered a color print and a week's supply of the soap for 10 cents. The
slogan became so popular that Woodbury used it until the 1940s. Albert Lasker said the ad's
use of sex appeal made it one of three great landmarks in advertising history. It was ranked 31st
on Advertising Age's list of the top 100 campaigns of the 20th century.
In the early 20th century, psychologists Walter D. Scott and John B. Watson contributed
applied psychological theory to the field of advertising. Scott said, "Man has been called the
reasoning animal but he could with greater truthfulness be called the creature of suggestion.
He is reasonable, but he is to a greater extent suggestible". He demonstrated this through his
advertising technique of a direct command to the consumer. The former chair at Johns Hopkins
University, John B. Watson was a highly recognized psychologist in the 1920s. After leaving the
field of academia he turned his attention towards advertising where he implemented the
concepts of behaviorism into advertising. This focused on appealing to the basic emotions of
the consumer: love, hate, and fear. This type of advertising proved to be extremely effective as
it suited the changing social context which led to heavy influence of future advertising strategy
and cemented the place of psychology in advertising.
Albert Lasker, known as the "father of modern advertising," made Chicago his base
1898–1942. As head of the Lord and Thomas agency, Lasker devised a copywriting technique
that appealed directly to the psychology of the consumer. Women seldom smoked cigarettes;
he told them if they smoked Lucky Strikes they could stay slender. Lasker's use of radio,
particularly with his campaigns for Palmolive soap, Pepsodent toothpaste, Kotex products, and
Lucky Strike cigarettes, not only revolutionized the advertising industry but also significantly
changed popular culture.
In the early 1920s, the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to consumers.
Madison Avenue early on recognized the importance of radio as a new advertising medium.
Advertising provided the major funding for most stations in the United States, which never had
a licensing fee for set users.
The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of
advertising: the consumer tunes in for the advertising message, rather than it being a by-
product or afterthought. As cable and satellite television became increasingly
prevalent, specialty channels emerged, including channels entirely devoted to advertising, such
as QVC, Home Shopping Network, and ShopTV Canada.
With the advent of the ad server, marketing through the Internet opened new frontiers
for advertisers and contributed to the "dot-com" boom of the 1990s. Entire corporations
operated solely on advertising revenue, offering everything from coupons to free Internet
access. At the turn of the 21st century, a number of websites, including the search
engine Google, started a change in online advertising by emphasizing contextually relevant ads
based on an individual's browsing interests. This has led to a plethora of similar efforts and an
increasing trend of interactive advertising.