the history of advertising
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200 years of American
advertising
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Preliminary facts
• a study of cultural history
• a major educator of technology
• no foundational theory
• some tactics that work
• products that have stood the test of time
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From the founding of the
Republic to World War I
(1789 - 1914)
The History of Advertising
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1789 - 1800• advertising already well established and
imported from England
• 43 weekly newspapers
• 80% of ad copy was for land, slaves, and transportation
• 20% of ad copy was local
• newspapers were made of “rags”
• 16 column format - no design
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1789 - 1800: Consumer profile
• very little discretionary income
• 90% rural dwellers and subsistence
farmers
• demand for products was substantial,
especially for staples such as coffee, salt,
hardware, clothes, and tools
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1800 - Civil War (1861 - 1865)
• Communities grew and got wealthier
• most products advertised and sold locally
• coffee, sugar, liquor, and patent medicines were transported and were the first nationally advertised products
• 1850 technological innovation: wood pulp, chlorine
• 1868 emergence of first advertising agencies
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• Major problems after 1868: managing demandmanaging production capacitydistribution of products
• Nature of ads:creative billboards and postersnewspaper legal format
• By 1861 growth of :magazines and readership
1800 - Civil War (1861 - 1865)
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Civil War to World War I
1865 - 1914
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1865 - 1914: Major Happenings
• Wartime shortages a catalyst for developments in technology
• Women enter the labor force in substantial numbers
• The appearance of BRANDING:1866 Borden’s Eagle Brand 1869 Campbell’s Soup 1873 Levi Strauss 1879 Ivory Soap
1903 Coca Cola
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• Bulk packaging (“Cracker Barrel”)gave
way to trade marking:
Heinz 57 varieties
Kellogs
Post
• 1896 radio was invented
• Photographic innovation
1865 - 1914: Major Happenings
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A special focus on patent medicines
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• the identification and development of advertising locations and target marketing
• the birth of the American magazine
• the birth of catalogs, e.g., Montgomery Ward in 1872
• regulation of advertising rates
• regulation of advertising content
• development of creative advertising
The importance of patent medicines
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By 1914 everything we know as advertising today was already in place in the U.S.
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World War I to 1990
(1914-1990)
The History of Advertising
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Some major inventions and events that changed the appearance of American Advertising just prior to WW I
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Major Events and Inventions
• The invention of asprin:Pure Food and Drug Actdeath of patent medicine era
• Invention of the automobile:savage ad campaignsdevelopment of highwaysdevelopment of transportation systems
• Federal government buys ad space war bonds, recruitment, relief programs
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Major Images prior to WW I• Women:
idealized visions
two alternative images
women making consumption choices
identity linked closely to family
• Men:
success climbing the corporate ladder
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Product images prior to WW I
• Cosmetics and product for appearance• distant real estates and travel• endless stream of new inventions:
electric light bulbshand ironsvacuum cleanerswashing machinestelephonesgramophones
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The War Years
1914-1918
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And then came the . . . . .
1930s Depression
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1930s The Great Depression
• the better life crumpled
• prosperity collapsed
• many advertising agencies were wiped out
• collapse of consumer demand
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1935 - 1939 • market research was born
• ad copy turned strictly “hard sell” image
• age of advertising regulation was born
• the consumer movement started
• radio as a medium of advertising became very popular
• national magazines were plentiful and had audiences of millions
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The War Years
1939-1945
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The Post War Years
1945-1960
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Post War Period: 1945-1960• economic boom
• baby boom
• demand boom
• and the advent of. . . . .
TELEVISION
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Advertising’s Maturity
1960-1990 +
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1960-1990+
• the design revolution and the birth of graphic art profession
• “boutique” advertising agencies
• decline of the era of the American magazine
• birth of strategic and target marketing
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And then briefly . . . .
sexual images in advertising
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Sexual images in advertising
• 1850s patent medicine ads
• 1880 fully clothed women
• 1889 even ankles were taboo
• 1913 ads were often “doctored”
• 1915 silk hose become accessible
• 1920 the “Flapper” era
• 1925 respectable standards were falling
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• 1936 first female nudity
• 1947 Elliot White Springs
• 1950s images
• 1960s images
• 1970s images
• 1980s images
• 1990s images
Sexual images in advertising