Advertising

Individual PortfolioB321

A brief history of Advertising

• Advertising has been around for well over 100 years

• Advertising used to be based mostly on either– Direct advertising that was more factual– ‘Reason why’ advertising

• Advertising goes hand-in-hand with consumerism

1886

1880

1904

1886

Some things don’t change…

1905

19071920

1918 1919

Older Adverts

• In what ways do they differ?• In what ways are they the same?

Changes in the Industry

• Advertising begins to flourish as an industry in the 1950s

• The idea of the USP was originated in the 50s• Maslow was working on his ‘Hierarchy of

Needs’ and published 1954• This model is still widely used and accepted

although ‘theory’ has evolved since then

1960s

• Advertising becomes more prevalent• Images become increasingly important• ETHICAL questions become important –

questions about telling the truth and deceiving the ‘audience’ are considered

• The first legal case against an advert happens in 1968 in New York (Campbell’s Soup)

1961 - 1962

1960 - 1961

1961 - 1964

1964 - 1969

The 1970s

• Colour televisions begin to infiltrate most homes

• Advertising moves towards the moving image more and more and colour TV advertising springs into life

• Stereotypes and Sexism are a key feature of advertising in the 60s, 70s & 80s

1971

1976

1972

1971

1971

"You'll never look at music the same way again"

The 80s

Edward de Bono (1985)He noted: "Emotions are an essential part of our

thinking ability and not just something extra that mucks up our thinking

The importance of the audience becomes more prevalent – a search for ‘cool’ and a selling of ‘lifestyle’ and not just products begins

• Consumer Research Model• Customer value• Brand loyalty• Long term brand investment

New ideas in the 80s

1982

1989

1987

1988

In the 90s

• The advertising industry is fully mature• Theoretical models abound• For us there are some key theories we need to

know about• YOUNG & RUBICAM• LIFESTYLE GROUPINGS

Young & Rubicam

• We’ll look at some of the values but which group do you think you belong in?

• What about your parents/carers?• Do you know anyone from the other groups?

Into the Noughties…

• Revolution!!• Internet advertising• Viral Marketing• Social Networking• Technology• Loss of Interest