The History of Advertising

200 years of American advertising Preliminary facts • a study of cultural history • a major educator of technology • no foundational theory • some tactics that work • products that have stood the test of time The History of Advertising From the founding of the Republic to World War I (1789 - 1914) 1789 - 1800 • advertising already well established and imported from England • 43 weekly newspapers • 80% of ad copy was for land, slaves, and transportation • 20% of ad copy was local • newspapers were made of “rags” • 16 column format - no design 1789 - 1800: Consumer profile • very little discretionary income • 90% rural dwellers and subsistence farmers • demand for products was substantial, especially for staples such as coffee, salt, hardware, clothes, and tools 1800 - Civil War (1861 - 1865) • Communities grew and got wealthier • most products advertised and sold locally • coffee, sugar, liquor, and patent medicines were transported and were the first nationally advertised products • 1850 technological innovation: wood pulp, chlorine • 1868 emergence of first advertising agencies 1800 - Civil War (1861 - 1865) • Major problems after 1868: managing demand managing production capacity distribution of products • Nature of ads: creative billboards and posters newspaper legal format • By 1861 growth of : magazines and readership Civil War to World War I 1865 - 1914 1865 - 1914: Major Happenings • Wartime shortages a catalyst for developments in technology • Women enter the labor force in substantial numbers • The appearance of BRANDING: 1866 Borden’s Eagle Brand 1869 Campbell’s Soup 1873 Levi Strauss 1879 Ivory Soap 1903 Coca Cola 1865 - 1914: Major Happenings • Bulk packaging (“Cracker Barrel”)gave way to trade marking: Heinz 57 varieties Kellogs Post • 1896 radio was invented • Photographic innovation A special focus on patent medicines The importance of patent medicines • the identification and development of advertising locations and target marketing • the birth of the American magazine • the birth of catalogs, e.g., Montgomery Ward in 1872 • regulation of advertising rates • regulation of advertising content • development of creative advertising By 1914 everything we know as advertising today was already in place in the U.S. The History of Advertising World War I to 1990 (1914-1990) Some major inventions and events that changed the appearance of American Advertising just prior to WW I Major Events and Inventions • The invention of asprin: Pure Food and Drug Act death of patent medicine era • Invention of the automobile: savage ad campaigns development of highways development of transportation systems • Federal government buys ad space war bonds, recruitment, relief Major Images prior to WW I • Women: idealized visions two alternative images women making consumption choices identity linked closely to family • Men: success climbing the corporate ladder Product images prior to WW I • Cosmetics and product for appearance • distant real estates and travel • endless stream of new inventions: electric light bulbs hand irons vacuum cleaners washing machines telephones gramophones The War Years 1914-1918 And then came the . . . . . 1930s Depression 1930s The Great Depression • the better life crumpled • prosperity collapsed • many advertising agencies were wiped out • collapse of consumer demand 1935 - 1939 • market research was born • ad copy turned strictly “hard sell” image • age of advertising regulation was born • the consumer movement started • radio as a medium of advertising became very popular • national magazines were plentiful and had audiences of millions The War Years 1939-1945 The Post War Years 1945-1960 Post War Period: 1945-1960 • • • • economic boom baby boom demand boom and the advent of. . . . . TELEVISION Advertising’s Maturity 1960-1990 + 1960-1990+ • the design revolution and the birth of graphic art profession • “boutique” advertising agencies • decline of the era of the American magazine • birth of strategic and target marketing And then briefly . . . . sexual images in advertising Sexual images in advertising • 1850s patent medicine ads • 1880 fully clothed women • 1889 even ankles were taboo • 1913 ads were often “doctored” • 1915 silk hose become accessible • 1920 the “Flapper” era • 1925 respectable standards were falling Sexual images in advertising • 1936 first female nudity • 1947 Elliot White Springs • 1950s images • 1960s images • 1970s images • 1980s images • 1990s images