The History of Advertising
Short Summary:
This video explores the history of advertising, tracing its evolution from ancient announcements to modern-day multimedia campaigns. Key points cover the development of various advertising mediums (stone etchings, town criers, print, radio, television, internet), the rise of branding and iconic imagery (e.g., Tony the Tiger, the Marlboro Man, the Chihuahua), the impact of advertising agencies and creative revolutions (e.g., Leo Burnett, Bill Bernbach, David Ogilvy), and the use of research and focus groups to shape effective campaigns. The applications discussed range from selling consumer products to influencing political elections, highlighting both the successes and ethical concerns associated with advertising's pervasive influence on society. Processes like the development of the unique selling proposition (USP) and the use of focus groups in market research are detailed.
Detailed Summary:
The video is structured chronologically, covering advertising's evolution across different eras and media:
Section 1: Ancient to Early Modern Advertising (Pre-1400s - 1800s): The video begins by establishing advertising's ancient roots, citing examples like Babylonian wine signs and Roman highway advertisements. It discusses the role of town criers and the limitations imposed by illiteracy during the Middle Ages. The invention of the Gutenberg printing press is highlighted as a pivotal moment, enabling mass production of advertisements and the emergence of the first printed ads (William Caxton's book advertisement). The video then traces the integration of advertising into newspapers, starting with the Boston Newsletter and Benjamin Franklin's use of illustrations. The emergence of Volney B. Palmer and the first advertising agencies is also discussed, initially focused on placing ads in newspapers.
Section 2: Branding and the Rise of Mass Media (Late 1800s - Early 1900s): This section focuses on the development of branding, using examples like National Biscuit Company's "Uneeda Biscuit" campaign and Lydia Pinkham's Vegetable Compound. The importance of creating memorable names, icons, and slogans is emphasized. The rise of reason-why advertising (Claude Hopkins) and the manipulation of consumer anxieties (e.g., halitosis) are discussed. The section also covers the early days of outdoor advertising, including the evolution of billboards and the use of innovative techniques like skywriting and Burma-Shave's roadside signs. The "Great White Way" of Broadway and the development of illuminated signs are also highlighted.
Section 3: Radio and the Golden Age of Advertising (1920s - 1950s): The introduction of radio as an advertising medium is explored, detailing the initial reluctance of broadcasters to commercialize and the subsequent shift towards sponsored programs. The first radio commercial (WEAF) and the success of programs like Amos 'n' Andy are discussed, showcasing the power of radio in reaching a mass audience and building brand loyalty. The targeting of housewives through soap operas and children through jingles is also examined.
Section 4: Television and the Creative Revolution (1950s - 1970s): The video describes television's explosive impact on advertising, noting the early hard-sell techniques and the subsequent creative revolution spearheaded by figures like Bill Bernbach (Volkswagen) and David Ogilvy (Maxwell House). The unique selling proposition (USP) developed by Rosser Reeves is explained, along with the ethical concerns raised by the quiz show scandals. The shift towards more sophisticated and entertaining advertising is highlighted.
Section 5: Research, the Internet, and the Future of Advertising (1970s - Present): The role of market research (George Gallup) and focus groups in shaping advertising campaigns is discussed, using examples like McDonald's "You deserve a break today" campaign and Taco Bell's Chihuahua campaign. The video then explores the emergence of internet advertising, including banner ads and the use of cookies to track consumer preferences. The ongoing debate about the effectiveness of advertising and the challenges posed by the remote control and the fragmented media landscape are addressed. The video concludes by emphasizing the enduring power of advertising to shape culture and influence consumer behavior, even in the face of evolving technologies and increasing skepticism. The speaker notes, "The most gratifying part of this whole business is that what you do, if you get it right once in a while—we do—becomes a part of the popular culture."