JAMS 214 1st Edition Lecture 3 Ancient roman ads names prices on doors paintings carvings advertising services skills signs without words Gutenberg s printing press 1447 moveable type made production reproduction easier and less expensive Ranaudot 1600 s France o Job notice board for the unemployed o 1631 to disseminate this info across distances Ranaudot created La Gazette first French newspaper to disseminate job info first personal ads and job board posting 1970 s First US Newspaper Ad very text narrative and forward it was just here s what I have for sale if your interested let me know most newspapers were short and a couple pages common for ads to be in port cities Late 1700 s to mid 1800 s Newspapers included commercial announcements about goods services Little to no DISPLAY ADS Places by individuals not agencies Industrial Revolution and Advertising Move to cities Printing technology These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Railroads Industrial Revolution New York o In order to sell goods they put up signs and posters in order to brand and engage awareness Markets go from local to national because of the building of the railroads and increase in railroad lines o Enables large factories to ship nationally Sociological impacts of branding o Comfort trust in branded products across the US o Rapid economic growth especially for corporations and wealthy elites 1886 Rise of more artistic advertising because of rising or quality in the printing industry ivory soap Procter and Gamble early success created a brand identity o before the brand would speak and direct their attention towards the consumers rather than the store owners which forced the consumers to ask for the product rather than the soap try to be put on the shelves through store owners Europe uses lithograph to print colorful artistic ads o Commissioned painters then would mass produce that print Ex Pears Soap boy with the basket full of bubbles First company to use local celebrities for endorsement o Typically poser sized prints o Circus 1890 s fighters drinking a cup of tea a jello city Advertising as an Industry Early Agencies o Worked for newspapers selling ad space in print media Lot of distrust but they still had to be used for market communication o Move toward fixed commissions o Emphasis on good copywriting Patent Medicines Among earliest brands Sold nationwide Medical Devices Created problems and solved them with devices Professionalization of the Ad Industry Distanced themselves from previous work New focus building big empires modernization Emphasized modern and scientific world of corporate commerce Early debates Art o Creative copy o Effective imagery Science o Study markets o Test copy o Measure effectiveness Early strategies Shift markets from retailers to manufacturers Brands create predictability in consumer behavior o People demand gold medal flour not flour from barrel 1880 s and 1890 s agencies begin offering creative services o develop brands and trademarks o write evocative and persuasive copy o create alluring imagery illustrations evil substitute copy o mama sent me back with this cake because it isn t Fleishmann s Yeast even if it has a yellow label Reason Why copy o gives reason to buy o foot in the door advertising Salesman to Confidante o Shift from emphasis on product features to an emphasis on the effects on the user Products presented as therapeutic and appeals to fantasy 1920 s madison avenue is indisputable capital of US advertising full service agencies are the norm recognizes as key to modern economy and cultural life industry structure is in price before 1880 s communities and families set advertising standards companies were often named after the founder and ads focused on the product features consumers recognized companies and products because they were familiar with the names of local business people After 1880 s Advertising standards set by large companies Agencies commissioned to create ads with little input from company s founder Small companies consolidated into larger corporations and names were changed Ads focuses on the consumer not the product Consumers needed ad campaigns to re orient them to the products