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UW-Milwaukee JAMS 214 - Advertising History 2

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Lecture 3Ancient roman “ads”names/prices on doorspaintings/carvings advertising services/skillssigns without wordsGutenberg’s printing press-1447moveable type made production/reproduction easier and less expensiveRanaudot- 1600’s FranceJob notice board for the unemployed1631: to disseminate this info across distances, Ranaudot created La Gazettefirst French newspaper to disseminate job info- first personal ads and job board posting1970’s First US Newspaper Advery text narrative and forwardit was just “here’s what I have for sale, if your interested let me know”most newspapers were short and a couple pagescommon for ads to be in port citiesLate 1700’s to mid 1800’sNewspapers included commercial announcements about goods/servicesLittle to no DISPLAY ADSPlaces by individuals, not agenciesIndustrial Revolution and AdvertisingMove to citiesPrinting technologyRailroadsIndustrial RevolutionNew YorkIn order to sell goods they put up signs and posters in order to brand and engage awarenessMarkets go from local to national because of the building of the railroads and increase in railroad linesEnables large factories to ship nationallySociological impacts of branding:Comfort/trust in branded products across the USRapid economic growth (especially for corporations and wealthy elites)1886- Rise of more artistic advertising because of rising or quality in the printing industryivory soap- Procter and Gamble, early success- created a brand identitybefore 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 adsCommissioned painters- then would mass produce that printEx. Pears’ Soap – boy with the basket full of bubblesFirst company to use local celebrities for endorsementTypically poser-sized printsCircus 1890’s, fighters drinking a cup of tea, a jello cityAdvertising as an IndustryEarly AgenciesWorked for newspapers selling ad space in print mediaLot of distrust but they still had to be used for market communicationMove toward fixed commissionsEmphasis on good copywritingPatent MedicinesAmong earliest brandsSold nationwideMedical DevicesCreated problems and solved them with devicesProfessionalization of the Ad IndustryDistanced themselves from previous workNew focus: building big empires, modernizationEmphasized “modern” and “scientific” world of corporate commerceEarly debatesArtCreative copyEffective imageryScienceStudy marketsTest copyMeasure effectivenessEarly strategiesShift markets from retailers to manufacturersBrands create predictability in consumer behaviorPeople demand “gold medal” flour, not flour from barrel1880’s and 1890’s: agencies begin offering creative servicesdevelop brands and trademarkswrite evocative and persuasive copycreate alluring imagery (illustrations)evil substitute copy“mama sent me back with this cake because it isn’t Fleishmann’s Yeast, even if it has a yellow label.”“Reason Why” copygives reason to buy“foot in the door” advertisingSalesman to ConfidanteShift from emphasis on product features to an emphasis on the effects on the userProducts presented as therapeutic and appeals to fantasy1920’smadison avenue is indisputable capital of US advertising“full service” agencies are the normrecognizes as key to modern economy and cultural lifeindustry structure is in pricebefore 1880’scommunities and families set advertising standardscompanies were often named after the founder and ads focused on the product featuresconsumers recognized companies and products because they were familiar with the names of local business people.After 1880’sAdvertising standards set by large companiesAgencies commissioned to create ads with little input from company’s founderSmall companies consolidated into larger corporations and names were changedAds focuses on the consumer, not the productConsumers needed ad campaigns to re-orient them to the products.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 Franceo Job notice board for the unemployedo 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 technologyThese 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 Yorko 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 lineso 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 identityo 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 adso 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 endorsemento Typically poser-sized printso Circus 1890’s, fighters drinking a cup of tea, a jello city Advertising as an Industry- Early Agencieso Worked


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