Since 1900: Europe History of advertising

1 since 1900: europe

1.1 france
1.2 britain
1.3 germany
1.4 italy

since 1900: europe

a poster o galop of bibendum, michelin man, 1898

j. walter thompson became first american agency expand internationally opening of j. walter thompson london in 1899.

france

marcel bleustein-blanchet (1906-1996) prominent leader of french advertising in 20th century. founded publicis. after 1945 little-known paris-based advertising agency grew rapidly, becoming world s fourth largest agency. leader in promoting france s post-war economic boom, expansion of advertising industry. successful because of close ties top officials of french government, clever use of symbols promote itself, , ability attract clients diverse growing industries.

the question of whether advertising reflects society or shapes society, can seen in european models diverged american style. in france, michelin dominated tire industry , 1 of leading advertisers; day famous guidebooks used upscale travelers. 1894 present symbol bibendum (the michelin man made of tires). lord of industry, master of surveyed, , patriotic expounder of french spirit. in 1920s, bibendum urged frenchmen adopt america s superior factory system, patriotically avoid using inferior products of factories. automobiles diffused middle classes, michelin advertising likewise shifted downscale, , restaurant , hotel guides covered broader range of price categories.

j walter thompson expanded in many countries, france not 1 of them. french businessmen did not american tone, , fearful of americanization. french market heavily regulated , protected repel foreign interests, , american admen in paris not @ hiding condescension , insensitivity.

britain

as millions of american soldiers passed through britain during second world war, there fearsof americanization of british commerce , culture. marshall plan explicitly required , upgrading of marketing , organizational skills of british industry. there fears among leaders of london advertising world of brash, rich americans them. radio , television off limits advertising, because bbc relied on fees paid owners of radio receivers. question whether heavily funded american methods prove irresistible. jwt london american owned advertising agency controlled j. walter thompson in new york city. jwt london avoided being bold apostle of american style. instead relied on soft persuasion, shedding americanness adapt british understated style.

germany

in 1920s, advertising handled manufacturing companies in-house. numerous small advertising agencies handled purchase of space in media, did not design campaigns or ads themselves. important role played travelling salesmen in promoting products wholesalers , retailers , providing feedback market producer.

during nazi era (1933–45), advertising industry expelled jews, , came under supervision of ad council german economy, department of propaganda ministry of joseph goebbels. relationship friendly, industry learned great deal nazi propaganda techniques. industry promoted hitler s favorite products, such promised volkswagen automobile people, , construction of autobahns. emphasized availability of trusted brands despite growing shortages after war began in 1939. helped support regime, articulating vision of consumption aligned nazi spirit. in environments , social movements, such post-ww2 east germany stasi s zersetzung, criminology theorists estimated advertisement used means crime, nature of crime intentional exploitation of individual cause damage individual s ability form social bonds , appropriate perceptions of world. true in case of manipulation, people take advantage of underdeveloped social skills , exploit them selfish gain, later criticized adopted turpitude agents of modern advertising. many major brands off market 1944, because of severe shortages. when returned after war, welcomed index of normality , not associated nazism.

by 1950s, german advertising agencies starting mimic american methods. coca-cola advising mach mal pause ( take rest!), , conservative chancellor konrad adenauer running reelection slogan keine experimente! ( no experiments! ). german agencies have remained small , limited in scope, after unification of east germany , west germany in 1991. after unification, germany became third largest ad market in world, $18 billion in total ad spending in 1994.

italy

the american influence became strong in italy after 1945. high risk of communist success led american government invest heavily in propaganda activities. several american firms opened offices, including young & rubicon , ogilvy & mather. italian graphic designers, prominently armando testa, inspired modernist aesthetics , thinking brought in american advertising agencies , techniques in italy. advertising industry helped transform italy consumer-oriented society.

oliviero toscani

a dramatic example of how advertising nudged italian middle-class modern consumer society appears in heavily advertised automatic washing machine. appeared on italian market in 1958 , 1965, 23% of families had purchased one, reaching 42% 1970. advertisers hailed mechanization of domestic tedium advent of new women s liberation. commentary appeared everywhere, advertisements specialized press, women s reviews. architects , designers made room new marvel, promotional language celebrating device became chorus of praise domestic appliances secret of progress , freedom , liberation. on other hand, husbands still insisted on driving family automobile; off-limits liberated female.

armando testa set full-service advertising agency in 1956, specializing in new medium of television advertising. inspired eastern european animation techniques, , use simple graphics blue hippo. son marco testa, trained @ benton & bowles in new york, , maintained fast-paced, witty style. emmanuelle pirella, trained @ italian offices of young & rubicon , ogilvy & mather, emerged leading copywriter.

benetton gained worldwide attention saucy advertising, inspired art director oliviero toscani. started multicultural themes, tied under campaign united colors of benetton became increasingly provocative interracial groupings, , unusual sexual images, such nun kissing priest.