History and Evolution of Advertising PDF

HISTORY AND EVOLUTION OF ADVERTISING ABCOM | Prepared by Anj De Castro  LATIN “ad-” “vertere” toward to turn “to turn one's attention to (something)”  advertise –...

HISTORY AND EVOLUTION OF ADVERTISING ABCOM | Prepared by Anj De Castro  LATIN “ad-” “vertere” toward to turn “to turn one's attention to (something)”  advertise – italastas | ialok to make something generally known, sometimes with the intention of selling it (Cambridge Dictionary)  advertisement A notice or announcement in a public medium motivating someone to take action. (Salus, 2023)  This action may refer to converting people to buy a product, service, or idea.  Don’t confuse the two Advertising Marketing making your product and preparing a product for the service known to people marketplace; overall within that marketplace; strategy of promoting a delivers the brand’s product or service to a message publicly to reach target audience its audience In short, advertising is an element of marketing Ads have been around way longer than you think.  This papyrus ad from a fabric vendor offering gold as a reward to find his missing slave. The vendor also mentioned his store “where the most beautiful fabrics are woven to each person’s tastes.” 3000 BC, Thebes, Ancient Egypt Image source: Anchor Digital  Phallic symbol scattered along Pompeii cobblestones to show the way to the brothels. The interiors of brothels are also decorated with paintings showcasing different erotic positions. 79 CE, Pompeii, Italy Image source: themiddleagawanderer  Shop posters in a form of lamp advertisement suspended in front of tea houses, pubs or restaurants to attract customers at night–a common custom during the Song Dynasty (Feng, 2009). 960 CE – 1279 CE, China Lantern ads in Qingming Festival Image source: Sohu.com  Ancient Roman graffiti convincing people to vote for certain individuals in their upcoming municipal elections. Some texts translate to “I beg you vote for C. Julius Polybius for aedile. He makes good bread." Pompeii, Italy, Ancient Rome Image source: Brewminate EARLY ADVERTISING IN THE PHILIPPINES ➔ As early as 4th Century BC, the Philippines has been a prominent commerce center among surrounding Asian countries (India, China, Japan, Borneo, Arab countries) ➔ The lack of tangible evidence of these exchanges was mainly because our “writings were inscribed on perishable materials such as tree bark, leaves and bamboo tubes.” (Buhain, 1998) ➔ For this reason, early forms of advertising mainly relied through word of mouth, a practice that is also driven by Filipinos being communal in nature. ➔ Filipinos lived in small communities, travelled less and traded goods to the same members of these communities who were mostly part of their families or distant relatives. ➔ As such, exchanging of goods and services was established through connections and shared experiences. ➔ Later on, the modern forms of advertising would arrive in the country along with Western technology and ideologies brought about by Spain and the US. THE RENAISSANCE AND THE BIRTH OF MODERN ADVERTISING Knowledge is power “[The Renaissance sparked] interest in Classical learning which challenged medieval beliefs and ideas. The population was becoming wealthier which led to an increase in trade and travel and the spread of new ideas. The rise in prosperity also generated an interest in education, supported the flourishing of the arts and promoted scientific discoveries and new inventions. Perhaps the most important of these was…” The Printing Press Image source: Sutori Prints from 1400’s to 1700’s  Printing press → more books More books → increased literacy Increased literacy → wider market for print advertisements RENAISSANCE IN THE PHILIPPINES ➔ Renaissance in the Philippines lagged behind, starting only as late as the 19th Century when the Illustrados started pushing for equal rights in a form of newspapers, and along with it, the idea of nationalism flourished in the country ➔ In the case of the Indios, it is not that we are “illiterate” per se, nor do we lack the capacity to mobilize our own knowledge through publishing. It is the very fact that latest technologies and wisdom from the outside world were heavily regulated by the Spanish friars which ultimately hindered the birth of the Renaissance movement in the country. THE INDUSTRIAL REVOLUTION AND THE RISE OF CAPITALISM The era of inventors  The Ultimate Goal Make everything faster, easier, cheaper, and more efficiently so we can earn more. Technology changed advertising The next major step for print advertising came in 1836 when a French journalist and politician called Émile de Girardin created Las Presse, the first newspaper that subsidised the price of printing using advertising (Softcube 2020). This step made the newspaper itself more affordable, and therefore more accessible to the general population, increasing the number of people who would see those advertisements. Due to this, advertising took on a more specialised role with the first advertising agency called Ayer & Son opening 5 years later in 1841 in Philadelphia in the US.  Archived ads by Ayer & Son Image source: Smithsonian Technology changed advertising The rapid growth of print advertising in the industrial era saw a shift in advertising from local to national (McDonald & Scott 2007). This also worked in tandem with improved transportation methods, allowing for the transportation of goods to more people. With more options of products to buy from, branding started to become more and more important which was marketed to the masses through print advertising. Image source: Looka COMMERCIAL ADVERTISING IN THE PH ➔ The arrival of the Americans in 1898 made a tremendous impact on Philippine entertainment industry. ➔ Not only did they bring with them the most recent technologies and inventions, they also franchised some of their biggest commercial brands like Coca Cola, Pepsi, KFC, and McDonald’s. ➔ The first recorded advertising agency in the Philippines, according to Crisostomo (1967) was the Philippine Publicity Service, Inc. founded in 1921. THE DIGITAL AGE AND THE RISE OF THE WORLD WIDE WEB The internet The internet's borderless nature allows businesses to access a global audience without physical limitations. With the digital media, every kind of content is possible. Digital campaigns also offer robust data analytics and tracking tools. Marketers can measure the performance of their ads in real-time, gain insights into audience behavior, and optimize their strategies accordingly. With the nature of the world wide web, there is an opportunity for content to go viral, rapidly reaching millions of users and generating significant brand exposure. Small businesses and startups can compete with larger corporations by utilizing targeted online campaigns without having to worry about tight budgeting. Bodur, 2023 What is truth? A lot has changed, but the world of advertising remains true to its original essence… “to turn one's attention” “ad-” “vertere” Now, that’s your challenge. Individual Activity Open your phones. Pick one online static advertisement post you personally find appealing and effective. Briefly explain what you liked about the ad on Tuesday in class. Each student will be given a max of 1 min and 30 seconds to present their choices. An assignment tab will be created after the class for more detailed instructions. Everyone is urged to submit a screenshot of their entries on Teams on or before the 12th of August, 11:59pm. REFERENCES Dictionary.com | Meanings & Definitions of English Words. (2021). In Dictionary.com. https://www.dictionary.com/browse/advert#:~:text=It%20comes%20from%20the%20Latin,based%20on%20the%20same%20root. advertise. (2024). https://dictionary.cambridge.org/us/dictionary/english/advertise StrutCreative. (2023, April 18). Advertising Principles & Practice: Learn what makes great advertising in just 20 minutes! [Video]. YouTube. https://www.youtube.com/watch?v=C_MxqunRgZo Bundesen, L. (2024, January 21). Pompeii Brothel – a photo gallery. Lisa Bundesen - the Middle Age Wanderer. https://themiddleagewanderer.com/pomeii-brothel-photo-gallery/ Feng, S. (2009). Talking about Ancient Chinese Commercial Advertising Styles. Canadian Center of Science and Education, Vol. 5(No. 12). https://pdfs.semanticscholar.org/acf0/6043ee4a357872b041e724a8771252d92864.pdf 世界上最早的品牌广告在中国. (n.d.). Copyright © 2017 Sohu.com Inc. All Rights Reserved. https://www.sohu.com/a/220043037_499211 D’Costa, K. (2024, February 20). Post no bills: the ancient Romans had a version of lawn signs, too. Scientific American. https://www.scientificamerican.com/blog/anthropology-in-practice/post-no-bills-the-ancient-romans-had-a-version-of-lawn-signs-too/ The Influence of the Renaissance | St John’s College, University of Cambridge. (n.d.). https://www.joh.cam.ac.uk/library/influence-renaissance A short history of business and commerce in the Philippines · Rare Periodicals · Open Access Repository @ UPD. (n.d.). https://repository.mainlib.upd.edu.ph/omekas/s/rare-periodicals/media/184661 Bodleian Library Arch. G E.37. (n.d.). Digital Bodleian. https://digital.bodleian.ox.ac.uk/objects/8f9942c0-8d77-4e7c-adf1-fd69fcf0f92f/surfaces/527c9ad7-e7b6-4727-a2b4-5afbc27f0539/ REFERENCES Early printing in the Philippines. (n.d.). https://biblioasia.nlb.gov.sg/vol-17/issue-2/jul-sep-2021/early-printing/#fn:24 Danni, & Danni. (2022, June 14). History of Print Advertising – from the invention of writing to the 21st century | Q-Print Group. Q-Print Group | Your Printing Partner. https://qprintgroup.com.au/history-of-print-advertising/ Institution, S. (n.d.). N W Ayer Advertising Agency Records | Smithsonian Institution. Smithsonian Institution. https://www.si.edu/object/archives/sova-nmah-ac-0059 Rosario-Braid, F., & R. Tuazon, R. (1998). Communication Media in the Philippines: 1521-1986. Philippine Social Science Center. https://pssc.org.ph/wp-content/pssc-archives/Works/Florangel%20Braid/Communication%20Media%20in%20the%20Philippines%201521-1 986.pdf Bodur, A. (2023, July 18). Advertising in the Digital Age: The Transformative force Reshaping modern marketing Practices. https://www.linkedin.com/pulse/advertising-digital-age-transformative-force-reshaping-an%C4%B1l-bodur/