Unit 2 The Evolution of Advertising 经典广告学英语课件合集
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Unit 2. The Evolution of Advertising
What Makes an Ad Great
The Primitive Age
• Humans lived in small, isolated groups and focused on basic psychological and safety needs, bartering among themselves.
Europe had its first paper mill in 1275. Johannes Guttenberg invented the printing press in the 1440s.
• 3. The creation of a new advertising media: (printed posters, handbills, and newspapers)
bartering
I. The Preindustrial Age
(recoded history—beginning of 19th century)
• 1. Population growth made the
marketplace more complex.
carved signs
• 2. Chinese invented paper.
A handbill in 1472
Illustrations in ads by Benjamin Franklin the father of advertising art
II. The Industrializing Age (1750s – 1920s)
• Manufacturers gained the ability to mass produce goods with uniform quality, and mass production required mass consumption.
Benefits of Chewing
Scientific Advertising
• Written by the legendary copywriter Claude Hopkins, published in 1923.
• He proclaimed: Advertising has reached the status of a science, it is based on fixed principles.
• Radio produced in 1920.
• For the first time, advertising could be heard, not just seen.
• 1929, The Great Depression and advertising expenditure collapsed.
• N.W. Ayer & Son, of Philadelphia, became to first agency to offer the services of planning, creating, and executing complete campaigns for advertisers.
• Breakthroughs in bulk transportation.
• Innovative manufacturers use mass-media as a way to stimulate demand for their products.
• 1841, Volney B. Palmer, the first agent in Philadelphia, contracted with newspapers to receive discounts on newspaper space.
• Daniel Starch, A.C. Nielsen and George Gallup founded research companies to study consumer attitudes and behavior.
• Product Differentiation
• The first television program was broadcast in 1941, and television grew rapidly after the end of WWII.
• Birth of Mass Consumption
In1890
• The invention of photography in 1839 showed products, places, and people as they really were.
• The telegraph, telephone, typewriter, phonograpBiblioteka Baidu, and later, motion pictures, all let people communicate as never before.
• Public schooling led to a 90 percent literacy rate.
III. The Industrial Age (1900s— 1970s)
• Manufacturers shifted focus from production orientation to sales orientation that promoted brand.
• The golden era of advertising in the 40s and 50s was marked by a consumer society.
A Silver Ghost Rolls-Royce, 1907
Advertising Strategies
• 1. Product differentiation. • Each brand sought to sell the public on its own
What Makes an Ad Great
The Primitive Age
• Humans lived in small, isolated groups and focused on basic psychological and safety needs, bartering among themselves.
Europe had its first paper mill in 1275. Johannes Guttenberg invented the printing press in the 1440s.
• 3. The creation of a new advertising media: (printed posters, handbills, and newspapers)
bartering
I. The Preindustrial Age
(recoded history—beginning of 19th century)
• 1. Population growth made the
marketplace more complex.
carved signs
• 2. Chinese invented paper.
A handbill in 1472
Illustrations in ads by Benjamin Franklin the father of advertising art
II. The Industrializing Age (1750s – 1920s)
• Manufacturers gained the ability to mass produce goods with uniform quality, and mass production required mass consumption.
Benefits of Chewing
Scientific Advertising
• Written by the legendary copywriter Claude Hopkins, published in 1923.
• He proclaimed: Advertising has reached the status of a science, it is based on fixed principles.
• Radio produced in 1920.
• For the first time, advertising could be heard, not just seen.
• 1929, The Great Depression and advertising expenditure collapsed.
• N.W. Ayer & Son, of Philadelphia, became to first agency to offer the services of planning, creating, and executing complete campaigns for advertisers.
• Breakthroughs in bulk transportation.
• Innovative manufacturers use mass-media as a way to stimulate demand for their products.
• 1841, Volney B. Palmer, the first agent in Philadelphia, contracted with newspapers to receive discounts on newspaper space.
• Daniel Starch, A.C. Nielsen and George Gallup founded research companies to study consumer attitudes and behavior.
• Product Differentiation
• The first television program was broadcast in 1941, and television grew rapidly after the end of WWII.
• Birth of Mass Consumption
In1890
• The invention of photography in 1839 showed products, places, and people as they really were.
• The telegraph, telephone, typewriter, phonograpBiblioteka Baidu, and later, motion pictures, all let people communicate as never before.
• Public schooling led to a 90 percent literacy rate.
III. The Industrial Age (1900s— 1970s)
• Manufacturers shifted focus from production orientation to sales orientation that promoted brand.
• The golden era of advertising in the 40s and 50s was marked by a consumer society.
A Silver Ghost Rolls-Royce, 1907
Advertising Strategies
• 1. Product differentiation. • Each brand sought to sell the public on its own