3 Advertising History The Evolution of Advertising Brands

3 Advertising History: The Evolution of Advertising Brands

Objectives 1. 2. 3. 4. Advertising’s Role in Capitalism Role in Manufacturing & Retailing Know Era’s & Association with Culture Identify Evolutionary Forces

The Value of an Evolutionary Perspective • The Evolution of advertising – – • Efficient methods of production made advertising an essential tool for demand stimulation in a free enterprise economic system Urbanization, transportation & communications allowed advertising to grow The Evolution of Integrated Brand Promotion – – More on brand development creating an IBP approach More & more money is being allocated to promotional tools other than advertising

Influences on the Evolution of Advertising • Rise of capitalism – Competition for resources • Industrial Revolution – Mass production of goods • Manufacturers pursuit of distribution channel power – Branding emerges • Rise of modern mass media – Democratization of goods

The Evolution of Advertising in the United States • Pre-industrialization Era (pre-1800) – Handbills & “newsbooks” appear – Early ads resembled today’s classifieds

Testimonial in 1868

Towards Industrialization • The Era of Industrialization (1800 -1875) – “Dailies” grow in popularity – Railroads spread the word – Advertising was considered an embarrassment by some

1871: Insurance Ad

The P. T. Barnum Era • P. T. Barnum Era (18751918) – The “consumer culture” dawns – Advertising becomes an industry

Advertising’s Glamorous 20 s • The 1920 s (1918 -1929) – Advertising finds fame & glamour – Ads play on social anxieties – Segmentation begins by social class

Retro Ad Girls

The Evolution of Advertising • The Depression Era (19291941) – Big Business is vilified— advertising turns to harsh, anxiety creating ads – Radio emerges as a new medium

Advertising in the 40 -60’s • WWII & the Fifties (1941 -1960) – Products linked with patriotism – Fascination with “science” – Subliminal advertising scare hits – Cigarette advertising

1949 Maidenform Ad

1949 RJ Reynolds Ad

1950’s Camel Ad

Ads from the 1950 s reflected consumers’ fascination with scientific discoveries

The 60 s • Peace, Love & the Creative Revolution (1960 -1972) – Creatives gain control – Advertising emerges as a cultural icon

1966 Rebel

Advertising in the 70 s • The 1970 s (1973 -1980) – Women & minorities adopt new roles – Hedonistic values – Microsoft began – Regulation & oversight take hold—FTC & NARB become active, yet cigarette advertising still in play

Advertising in the 70 s – Women & minorities adopt new roles

80’s Advertising • The Designer Era (1980 -1992) – Conservative politics rule – Rapid-paced MTV editing becomes ad style – Late night infomercial is born

The Evolution of Advertising in the United States • The Second Nineties (1993 -2000) – The challenge & promise of interactive media arrives – Problems with new media applications disappoint many advertisers

Problems with M-Advertising (does it tie you down? )

Present & Future • The 00 s: More Hip Ads & More Technology (2001 – present) – Ads become more self-aware & selfreferential – Sex appeals; Humor appeals; Scare appeals – Advertainment – Interactive/wireless/broadband revolution=technology in advertising – On-line ads soar

Sex Appeals & Humor Appeals

Scare Appeals

Advertainment ~The blending of advertising with entertainment programming ~Brand “placement” key here ~Some films & shows are considered hour long promotions

Delta’s Advertainment Attempts

Better than This Attempt?

Technology & Advertising 1. On-line ads multi BILLION $ industry 2. E-tail multi TRILLION $ industry 3. New technologies—RSS, Mobile, text, interactive, wireless, blogging, search engine optimization—facilitate personalized advertising & promotion 4. Wi-fi expands how & when to reach consumers

Major Security/Privacy Issues

A Perfect Toolbar

Review/? s 1. 2. 3. 4. Advertising’s Role in Capitalism Role in Manufacturing & Retailing Know Era’s & Association with Culture Identify Evolutionary Forces