Test 1 - Ch 2a Flashcards
What are 3 Fundamental Influences on the Evolution of Advertising
Capitalism, industrial revolution, rise of modern mass media
Capitalism
Competition for resources
Industrial Revolution
Mass production of goods. Manufacturers pursuit of distribution channel power. Branding emerges.
Rise of modern mass media
Democratization of goods. Made to the people, and decided by the people.
Pre-industrialization era (Pre-1800)
Handbills (Pamphlets) and “newsbooks” (newspaper small books w/ less pages).
Early ads resembled today’s classifieds (jobs wanted)
The Era of Industrialization (1800-1875)
“Dailies” (newspaper of the day) grow in popularity.
Advertising was considered an embarrassment by some (bragging was embarrassing, if the product was good then why do you have to brag it’s the best)
P.T. Barnum Era (1875-1918)
Greatest showman that ever lived, Advertising becomes an industry
The 1920s (1918-1929)
Advertising finds fame and glamour.
Ads play on social anxieties.
Segmentation begins by social class
The Depression Era (1929-1941)
Big Business is vilified—advertising turns to harsh, anxiety creating ads.
Radio emerges as a new medium
WWII and the Fifties (1941-1960)
Products linked with patriotism (patriotism during the war)
Fascination with “science”
Subliminal advertising scare hits (James victory – claimed he invented subliminal ad in movie 1957 – flashed images, eat more popcorn and drink more coke, mass hypnosis)
3 main influencers in advertising in the 50s
Doyle Dane Bernbach 1959,
David Ogilvy 1951,
Leo Burnett 1950’s
Peace, Love and the Creative Revolution (1960-1972)
Creatives gain control
Advertising emerges as a cultural icon
The 1970s (1973-1980)
• Women and minorities adopt new roles – shown as the target market
• Hedonistic values – indulging in pleasure, maximizing pleasure in life
• Regulation and overseeing take hold – government becomes strict
• FTC and NARB become active – federal trading communications, national association radio broadcast
The Designer Era (1980-1992)
Rapid-paced MTV editing becomes ad style
Late night infomercial is born
The Second Nineties (1993-2000)
The challenge and promise of interactive media arrives
Problems with new media applications disappoint many advertisers
The 00s: More Hip Ads and More Technology (2001–present)
Interactive/wireless/broadband revolution & On-line ads soar
Advertainment (Current)
The blending of advertising with entertainment programming.
Brand “placement” key here.
Some films and television programs are considered hour-long promotions.
