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, Marlboro Man), 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 campaigns. The implications discussed include the pervasive nature of advertising in modern life, its influence on consumer behavior, and its controversial role in politics. The video details processes like the creation of advertising campaigns, from initial research and brainstorming to final production and placement across different media.
Detailed Summary:
The video is structured chronologically, covering the history of advertising across different eras and media:
Section 1: Ancient Origins to the Printing Press: The video begins by highlighting the ancient roots of advertising, citing examples from Babylonian wine signs and Roman highway announcements. It emphasizes the consistent goal of grabbing attention, regardless of the era. The role of town criers in ancient Greece is mentioned as an early form of mobile advertising. The invention of the Gutenberg printing press in 1448 is presented as a pivotal moment, enabling mass-produced advertisements and a significant increase in literacy, fueling the growth of advertising. The first printed English advertisement (William Caxton, 1480) is highlighted.
Section 2: Print Advertising and the Rise of Agencies: The development of newspapers and magazines as advertising mediums is discussed, starting with the first newspaper ad in 1625 and the first American ads in the Boston Newsletter. Benjamin Franklin's use of illustrations in advertisements is mentioned. The emergence of advertising agencies in the 1840s (Volney B. Palmer) is described, transitioning from simply placing ads to creating them. The importance of branding is emphasized, using examples like Lydia Pinkham's Vegetable Compound and Uneeda Biscuit, showcasing how brands transformed generic products into desirable goods. The role of early copywriters like Claude Hopkins and his "reason why" advertising is also discussed.
Section 3: Radio and the Golden Age of Advertising: The introduction of radio advertising in 1922 (WEAF) is detailed, showing how it quickly became a powerful medium. The evolution from simple announcements to sponsored radio shows (e.g., Amos 'n' Andy) is highlighted, emphasizing the power of associating products with popular entertainment. The targeting of specific demographics, like housewives through soap operas, is also explored. The video mentions the use of jingles (Wheaties) as a memorable technique for reaching children.
Section 4: Television and the Creative Revolution: Television's impact on advertising is explored, starting with its post-WWII boom. The early days of television advertising are characterized by the "hard sell" (Rosser Reeves and his Unique Selling Proposition), exemplified by Anacin's aggressive campaigns. The creative revolution of the late 1950s and 60s is presented as a shift towards more sophisticated and entertaining ads, with Bill Bernbach's Volkswagen campaign and David Ogilvy's work for Maxwell House as prime examples. The role of Mary Wells Lawrence and her innovative campaigns is also highlighted. The negative impact of advertiser influence on quiz shows is mentioned.
Section 5: Outdoor Advertising and New Media: The video covers outdoor advertising, from early billboards to the "Great White Way" of Broadway and Times Square. It discusses the use of innovative techniques like skywriting and Burma-Shave's memorable roadside signs. The transition to newer media like the internet and the challenges of online advertising are discussed, including banner ads and the use of cookies for targeted advertising. The concept of paying users to view ads is mentioned as a novel approach.
Section 6: Advertising Research and Political Advertising: The role of advertising research, from early formulaic approaches to modern focus groups, is examined. The use of research in shaping successful campaigns (e.g., McDonald's "You deserve a break today," Taco Bell's Chihuahua) is shown. The video concludes with a discussion of political advertising, starting with Eisenhower's 1952 campaign and progressing to the rise of negative advertising and its impact on voter turnout. The constitutional challenges to regulating political advertising are also mentioned. The video ends by reiterating the pervasive nature of advertising and its ongoing evolution in a rapidly changing media landscape. The speaker's concluding statement, "the most gratifying part of this whole business is that what you do, if you get it right once in a while...becomes a part of the popular culture," summarizes the enduring impact of effective advertising.