Since 1900: Asia and Africa History of advertising

1 since 1900: asia , africa

1.1 japan
1.2 china
1.3 india
1.4 developing world

1.4.1 mexico

since 1900: asia , africa
japan

dentsu dominant firm in japan. origins media representative. produced japan s first newspaper advertisements first television commercials. established in 1901 japan advertising ltd. , telegraphic service co. hoshiro mitsunaga. in 1936, sold off news division doumei news agency, focus on advertising. in 1946, purchased 16 small companies , set operational bases in tokyo, osaka, nagoya, , kyūshū. dentsu company offers range of services, traditional , creative marketing specialty disciplines such sports marketing, investing in feature film production , acquiring broadcasting rights, pr, digital contents, , growing range of communications services.

china

in first 20 years of communist control of china (1947 1966) mao zedong tried reverse long-standing advertising practices of chinese newspapers, considering capitalist infringement on goals of socialism. consumerism, had been highly developed in shanghai, anathema, mao s peasant-based communist perspective. regime emphasized maximum production rather optimal consumption. approach worsened massive famines happened when national resources devoted highly inefficient factory production @ cost of basic food output. on other hand, propaganda highly developed art in communist party, , sort of compromise reached. socialist-oriented advertising emphasized collective good, rather benefits of products individual consumer. since 1980, strength of private economy, , advertising, has grown dramatically. 1980s emphasis placed on role of advertising in promoting 4 modernizations emphasized deng xiaoping. lip service still paid old maoist ideals recycling images of historic places , episodes, not inhibit growth of consumerism.

since chinese entry world trade organization (wto) in 2002, advertising industry has fundamentally changed. has become world s fastest-growing advertising market , country largest pool of netizens. major changes have come in terms of shifting cultural values, growing role of brand names, attractiveness of english-language titles younger generation, redefinition of acceptable/offensive advertising, rapid growth of new media (especially internet , smart phones), emergence of on-line shopping in country underdeveloped system of department stores in shopping centers, , more advanced techniques of managing advertising agencies.

india

many elements of indian culture , industry have british roots, british advertising models work well. in 1991, government dramatically liberalized indian economy, opening international business. emergence of moderately affluent middle-class numbering in hundreds of millions attracts multinational corporations , international advertisers. advertising in india operates @ 2 levels. ads high-value products appear in english-language papers such hindu , madras mail, targeted europeans , high-status indians. contrast, ads low-value products typically placed in vernacular papers , aimed @ lower middle class highly restricted spending power. working class , peasant populations, low disposable incomes, seldom targeted advertising agencies. local merchants might use signs , posters reach them. cricket 1 sport indians have had international success, cricket stars prominent endorsers in national advertising.

subtle cultural norms can transgressed. in 2002, widespread protests forced hindustan lever ltd. (the indian subsidiary of london-based unilever) cancel television ad campaign fairness cream because of portrayal of women. campaign built around theme of father lamenting if had son while showing problem: dark-skinned, unattractive daughter. fast-forward. uses fair & lovely cream , has become gorgeous light-skinned beauty. clad in stylish miniskirt, successful airline flight attendant , takes proud father dine @ five-star hotel. india women s democratic association (aidwa), far left political organization, lodged complaint national human rights commission in new delhi. argued endorsing traditional preference sons strengthens gender discrimination, major problem in india. furthermore, said aidwa, ad perpetuated culture of discrimination in society fair skin synonymous beautiful. government s ministry of information , broadcast sided aidwa , directed stations not air ads because violated cable , television networks act of 1995 states no advertisement shall permitted derides race, caste, color, creed , nationality , furthermore states that, women must not portrayed in manner emphasizes passive, submissive qualities , encourages them play subordinate secondary role in family , society. minister told parliament if broadcasters not regulate ad content government forced so. mumbai-based advertising standards council of india (asci), body of advertisers , media agencies, insisted should regulating not government. asci had told hindustan lever ad campaign offensive , ended.

developing world

during decolonization era late 1940s 1970s, british , french firms operating in africa , asia @ first largely ignored local, nationalistic aspirations. learned adjust exploit new spirit of independence shaping consumer attitudes. new emergence of middle class target audience. advertising abandoned traditional paternalistic attitude toward natives. instead there portrayal of locals up-and-coming middle class men in control of developing nations. these more positive images assisted business operations during spells of military dictatorship, economic nationalism, , expropriation of foreign assets. tobacco advertising important. example, in egyptian popular culture cigar associated elites, water pipe lower-class , traditional lifestyle, , cigarette new middle class striving make transition modernity. third group cigarette industry targeted.

brazil largest country in latin america, , number 5 in world in terms of population. economy grew rapidly in 21st century, until began stall in 2010. @ time world s sixth-biggest advertising market, @ $us 14.2 billion. brazil in 2010 ranks #1 in deodorants, #2 in children s products, #3 in cosmetics, , #4 in automobile sales

mexico

the start in 1994 of north american free trade agreement had dramatic impact on adveritising industry in mexico, 130 full service agencies , 270 smaller operations under auspisces of mexican association of advertising agencies. flood of american brand-name products expanded scope of advertising indfustry, , mexican agencies faced new competition branch offices of international firms.

a key new market upscale consumers in mexico typically display malinchismo , preference imported american brands rather local mexican brands. result, american products sold middle class market, , advertising agencies avoid working class , rural areas. concentrate efforts instead on mexico city, monterrey, , guadalajara, purchase 70 percent of american imports. advertising battles in mexico, include not issues of quality, issues of national authenticity. example, in mexico in 1990s, 2 american exporters procter & gamble , frito-lay fought advertising battle concerning potato chips tastier, more natural, , more mexican. procter & gamble challenged frito-lay s sabritas controls 80 percent of $1 billion chip market.