19th century History of advertising

1 19th century

1.1 advertising agencies

1.1.1 great britain
1.1.2 united states
1.1.3 france

19th century

in 19th century advertisements started appear in weekly newspapers in england. these print advertisements used promote books , newspapers, became increasingly affordable advances in printing press; , medicines, increasingly sought after modern people rejected traditional cures. however, false advertising , quackery became common. british newspapers in 1850s , 1860s appealed increasingly affluent middle-class sought out variety of new products. advertisements announced new health remedies fresh foods , beverages. latest london fashions featured in regional press. availability of repeated advertising permitted manufacturers develop nationally known brand names had stronger appeal generic products.

a leadership position in british advertising held cope bros & co tobacco company, founded in liverpool in 1848 thomas , george cope. smoking, of course, had been common centuries, innovations consisted in brand names, heavy advertising, , market segmentation according class. innovative appeal health consciousness; ads directed @ middle-class men promised smoke not checks disease preserves lungs. rugged heavy taste pitched working men, soldiers , sailors, while delicately fragrant part of appeal upper-class. packaging attractive, posters omnipresent show smoking normal part of english life; lobbying used undercut anti-tobacco lobby.

in june 1836, french newspaper la presse first include paid advertising in pages, allowing lower price, extend readership , increase profitability , formula copied titles.

advertising agencies
great britain


in britain, outdoor advertising based on hoardings (billboards): england 1835, john orlando parry

in london thomas j. barratt hailed father of modern advertising . working pears soap company, barratt created effective advertising campaign company products, involved use of targeted slogans, images , phrases. 1 of slogans, morning. have used pears soap? famous in day , 20th century.

an advertising tactic used associate pears brand high culture , quality. famously, used painting bubbles john everett millais advertisement adding bar of pears soap foreground. barratt continued theme series of adverts of groomed middle-class children, associating pears domestic comfort , aspirations of high society.

a 1900 british ad soap

barratt introduced many of crucial ideas lie behind successful advertising , these circulated in day. stressed importance of strong , exclusive brand image pears , of emphasizing product s availability through saturation campaigns. understood importance of reevaluating market changing tastes , mores, stating in 1907 tastes change, fashions change, , advertiser has change them. idea effective generation ago fall flat, stale, , unprofitable if presented public today. not idea of today better older idea, different – hits present taste.

united states

in united states around 1840, volney b. palmer set first advertising agency in philadelphia. in 1842 palmer bought large amounts of space in various newspapers @ discounted rate resold space @ higher rates advertisers. actual ad – copy, layout, , artwork – still prepared company wishing advertise; in effect, palmer space broker. situation changed in late 19th century when advertising agency of n.w. ayer & son founded in new york. planned, created, , executed complete advertising campaigns customers. created number of memorable slogans firms such de beers, at&t , u.s. army.

j. walter thompson co. promotes high-powered advertisement, 1903

by 1900 advertising agency had become focal point of creative planning, , advertising firmly established profession. @ first, agencies brokers advertisement space in newspapers. n. w. ayer & son first full-service agency assume responsibility advertising content. n.w. ayer opened in 1869, , located in philadelphia.

the amount of space available in newspapers grew rapidly. boston transcript published in 19,000 agate lines of advertising in 1860, 87,000 in 1900, , 237,000 in 1918.

in 1893, 104 companies spent on $50,000 each on national advertising; sold patent medicines, faded away after federal food , drug legislation of 20th century. 7 innovators had emerged in big time: quaker oats, armour meat, cudahy meat, american tobacco company, p. lorillard tobacco, remington typewriters, , procter & gamble soap. 1914, 2 thirds of top advertisers came 5 industries: 14 food producers, 13 in automobiles , tires, 9 in soap , cosmetics, , 4 in tobacco.

agencies forever breaking , reforming, when 1 executive split taking him major client , team of copywriters.

france

in late 19th century in france, charles-louis havas extended services of news agency, havas include advertisement brokerage, making first french group organize.