History of Advertising in the Philippines

Study Notes

History of Advertising

Advertising comes from the Latin words "ad-" (towards) and "vertere" (to turn), signifying its purpose to turn attention towards something.
The Cambridge Dictionary defines modern advertising as the act of making something widely known, often with the intention of selling.
Early advertising in the Philippines predates colonialism and primarily relied on word of mouth.
The introduction of Western technology by Spain and the US in the Philippines brought modern advertising.
The Renaissance saw a surge in trade, prosperity, and education that led to an increased demand for print advertisements due to the printing press and wider literacy.
The Philippines experienced a delayed Renaissance in the 19th century, fueled by the rise of the Illustrados and their nationalist efforts.
The Industrial Revolution saw a drastic rise in advertising due to mass production, railroads, and the growth of the middle class.
The Digital Age brought about the internet, enabling businesses to reach a global audience. Key features include:
- Wide Reach: Global access without geographical limitations.
- Targeted Advertising: Customized ads based on demographics and interests.
- Interactive Media: Engaging content through video and social media.
- Real-Time Analytics: Data-driven insights on campaign performance.
Key takeaways:
- Advertising has evolved drastically over time, reflecting society's development.
- Modern advertising heavily relies on technology and personalized targeting.
- Understanding historical context helps navigate the complexities of modern advertising.

Advertising Theories

Communication models explain how advertising messages are transmitted and received, impacting consumer behavior.
The AIDA (Awareness-Interest-Desire-Action) model, created by Edward Strong, aims to guide advertisers in creating messages that move consumers through successive stages of awareness, interest, desire, and ultimately, action.
The new AIDA model incorporates social media and its impact on consumer behavior, emphasizing the need for strategies for brand awareness, content creation, emotional connection, and clear calls-to-action.
The DAGMAR (Defining Advertising Goals for Measured Advertising Results) model, developed by Russell Colley, emphasizes setting measurable objectives for each stage of communication. It focuses on building strong customer relations rather than simply achieving sales.
Lavidge & Steiner Hierarchy-of-Effects Model outlines six stages: Awareness, Knowledge, Liking, Preference, Conviction, and Purchase, explaining how advertising gradually influences consumers from initial unawareness to final purchase, and potential loyalty.

Advertising and Design

The adage "Form ever follows function" by Louis Sullivan highlights the crucial connection between design and function in advertising.
Effective design in advertising fosters a strong connection between the company, brand, and customers.
Core design concepts in advertising include:
- Visual Hierarchy: Guiding the viewer's eye by emphasizing key elements.
- Color Theory: Strategically using color to evoke emotions and convey messages.
- Typography: Selecting appropriate typefaces to enhance readability and convey brand personality.
Typefaces:
- Sans Serif: Typefaces without serifs (small decorative features at the ends of strokes).
- Serif: Typefaces with serifs.
- Script: Decorative typefaces emulating handwriting.
- Slab Serif: Typefaces with thick, block-like serifs.
Five basic principles of visual hierarchy guide the viewer's attention to key elements within an ad:
- Size: Larger elements draw more attention.
- Contrast: Differences in colour, size, or shape create emphasis.
- Placement: Objects placed centrally or at the top hold prominence.
- Color: Vibrant and contrasting colors attract attention.
- White Space: Negative space around elements provides clarity and visual breathing room.