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ADVERTISING

In order to understand what the advertising industry is today, it is helpful to appreciate where it has come from. You can look at the GCSE pages for further information and links.

Advertising as a discrete form is generally agreed to have begun with newspapers, in the seventeenth century, which included line or classified advertising. Simple descriptions, plus prices, of products served their purpose until the late nineteenth century, when technological advances meant that illustrations culd be added to advertising, and colour was also an option.

An early advertising success story is that of Pears Soap. Thomas Barratt married into the famous soap making family and realised that they needed to be more aggressive about pushing their products if they were to survive. He launched the series of ads featuring cherubic children which firmly welded the brand to the values it still holds today. he took images considered as "fine art" and used them to connote his brand's quality, purity (ie untainted by commercialism) and simplicity (cherubic children). He is often referred to as the father of modern advertising.

MORE: http://www.mediaknowall.com/as_alevel/Advertising/advertising.php?pageID=history

As the economy expanded during the 19th century, advertising grew alongside. In the United States, the success of this advertising format eventually led to the growth of mail-order advertising.

In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston.^[5] Around the same time, in France, Charles-Louis Havas extended the services of his news agency, Havas to include advertisement brokerage, making it the first French group to organize. At first, agencies were brokers for advertisement space in newspapers. N. W. Ayer & Son was the first full-service agency to assume responsibility for advertising content. N.W. Ayer opened in 1869, and was located in Philadelphia.^[5]

At the turn of the 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. In fact, the first American advertising to use a sexual sell was created by a woman – for a soap product. Although tame by today's standards, the advertisement featured a couple with the message "The skin you love to touch".^[6]

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. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups.^[7] When the practice of sponsoring programs was popularised, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realised they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.

MORE: http://en.wikipedia.org/wiki/Advertising

1910

http://www.vintageadbrowser.com/alcohol-ads-1910s

Advertising was a large, well established industry in 1914 and it continued to expand after the First World War. Psychology was growing in stature as a science during this period, and advertisers where quick to latch on to key ideas (the desire to 'belong', subconscious fears) in order to reach their audience. As new ways of reaching a mass audience became technologically available (cinema, radio) advertising was quick to latch on to new media and became an important way for broadcasters to help fund their programming. Radio was an especially successful way to reach audiences in the 1920s - between 1923 and 1930 60% of American families acquired a radio set. The term 'soap opera' as we know it came into being as soap manufacturers sponsored domestic radio dramas in return for frequent plugs for their product. Listen to some 1920s radio advertising here.

MORE: http://www.mediaknowall.com/gcse/advertising/history.html

1920s

http://adage.com/century/campaigns.html

http://www.vintageadbrowser.com/alcohol-ads-1920s

1930s

http://www.joancrawfordbest.com/ads.htm

http://www.vintageadbrowser.com/alcohol-ads-1930s

http://timpanogos.wordpress.com/tag/newspapers/

http://speedwayposters.com/blog/tag/free-shipping/

In the same year as when Charles Lindbergh made his solo flight across the Atlantic (1927), Juan Terry Trippe secured his first US mail contract to fly mail, from Key West, Florida across the 90 miles of ocean to Havana, Cuba. Thus began a new airline, eventually to be called Pan American Airways or simply Pan Am!

From Pan American's meager beginnings (one single Fokker F-7 float plane that Juan purchased for the sum of $145.50 US) grew an airline that would effect, not only the way people traveled around the world, but it would even influence nations and society as a whole. After 3 or 4 years of securing more and more mail routes (between North and South America), Juan Trippe began including passengers along with the cargo of US mail, from that day the world and how we see it would never be the same. There is and probably will be a continuing argument about which was the world's first airline, but the fact is that because of the US Mail service awarding numerous contracts for Air Mail, all at about the same time, it proves no purpose to indicate which airline was actually first as the early airlines all started at about the same time. Pan American was a bit different in that they started flying routes that many felt were impossible, but they proved all the nea-sayers wrong and opened up the entire world to flights of their specialized aircraft, the massive flying boats of the nineteen thirties.

MORE: http://www.avsim.com/pages/0502/clipper_history_feature/flyingboats.html

http://www.ioffer.com/c/Advertising-1003463?page=3

1940s

While Joan might have gained notoriety for the mad Pepsi Product Placement in her films during and after her marriage to Pepsi president Alfred Steele ('55 - '59), she had actually already been hawking everything from makeup to shoes to beer (as well as Coca-Cola and RC) since 1927, two years after her arrival in Hollywood. She continued endorsing a wide variety of products until 1973, four years before her death.

MORE: http://www.joancrawfordbest.com/ads.htm

http://www.vintageadbrowser.com/alcohol-ads-1950s

MORE

 In 1927, Al Jolson became famous as one of the first actors and singers to star in a talking motion picture – The Jazz Singer.  But Jolson was already a big star by this time.  In fact, by 1920, he was America’s highest paid entertainer, well known for his singing.  Between 1911 and 1928, Jolson had more than 80 hit records and had performed on more than a dozen national and international tours.  He often performed in blackface makeup – a theatrical style of that era – singing jazz, blues, and ragtime.  He also liked to have stage runways extend out into the audience, where he would roam at will, sometimes teasing and cajoling his fans, or stopping to sing a song to one person in particular.  Audiences loved his perfor- mances.

MORE: http://www.pophistorydig.com/?tag=1940s-advertising

http://advertising41.info/vanessa-hudgens-neutrogena-commercial.html

http://www.ioffer.com/c/1940-49-1005834

1950s

http://www.donaldschwab.com/1930sAds/1930sAds.html

After Hormel® Mary Kitchen® corned beef hash was on the market, roast beef hash joined the lineup. Other advertisements boasted that "Mary Kitchen makes this roast beef hash the way you would fix a special dish for Sunday dinner". A gold-lined oven once roasted the beef that helped establish this roast beef hash which is still popular today.

MORE: http://www.hormel.com/about/OurAdvertising/print/1950sRoastBeefHashAd.aspx

John Wayne, the famous Hollywood actor of the 1950s, is shown...in a 1950 magazine ad for Camel cigarettes.  The Camel cigarette brand, introduced by the R. J. Reynolds Tobacco  Co. in 1913, had become the top selling cigarette in the U.S. by the 1950s, thanks in part to the company’s heavy advertizing.  John Wayne had been a chain-smoker since young adulthood, so it was not out of character for him, or surprising for those times, to see him in a cigarette ad.  Numerous other celebrities – and athletes as well – also did such ads in those days.  Edward R. Murrow, for example, a popular TV news broadcaster, smoked up to four packs of Camels per day.  Cigarettes with Murrow almost seemed to serve as stage prop, becoming part of his TV image, as he was often photographed with a cigarette or seen smoking during his TV shows, such as Person to Person.

MORE: http://www.pophistorydig.com/?tag=tobacco-advertising-1950s

http://www.tvacres.com/tobac_marlboro.htm

http://www.adclassix.com/aboutourads.htm

KAISER

http://bestdesignoptions.com/?p=5418

In the 1950s and 1960s, Timex, a brand-named wristwatch, became some- thing of an iconic American product through a long-running advertising campaign that used celebrities to pitch the product.  Print ads, such as the one at right with New York Yankee baseball star, Mickey Mantle, were featured in the major magazines of the day.  They showed Timex watches being subject to various kinds of “torture tests” to demonstrate their durability, shock resistance, and/or superior waterproofing.  In the ad at right, the watch was taped to Mantle’s bat as he took batting practice.

MORE: http://www.pophistorydig.com/?p=3136

KOTEX AD

http://www.thefind.com/gifts/info-1950s-magazine-ads

http://www.superchefblog.com/archive/2005_07_01_archive.html

http://www.vintageadbrowser.com/alcohol-ads-1950s

SEXIST ADS

<http://xqno.com/binb>     

http://www.donaldschwab.com/1930sAds/1930sAds.html

http://advertising3970.info/apple-print-advertisements.html

The 1950s – a time well before the sexual revolution of the 60s and 70s, when sexism was not only tolerated, it was expected and actively encouraged, partly through chauvinistic print ads like the ones we explore below. With lashings of hindsight, we’re now able to see the funny side of the ridiculously overt sexism on display throughout the ads of the 1950s, mainly because they now seem so incredibly dated.

MORE: http://www.businesspundit.com/10-most-sexist-print-ads-from-the-1950s/