广告发展简史广告规制.pdfVIP

第二节 广告发展简史 一、广告的历史变迁 二、广告学产生的原因 三、广告学科发展简述 四、广告代理制 一、广告的历史变迁  广告的兴起  美国的广告发展历程  我国的广告发展  现代广告运作 一、广告的历史变迁 广告的兴起  大量生产  交通运输  人口增加和城市化  制造商追求其在分销渠道中的权力  大众传媒的发展 一、广告的历史变迁 美国的广告发展历程  the preindustrial era (pre1800) printed ad in 1700s  the era of industrialization (1800-1875) 1st advertising agent patent medicines heavily advertised  1875-1918 consumption/consumer culture Claude Hopkins 一、广告的历史变迁 adverting agency, branding lots of copy, prominence of the product and lack of social context, small size, little color, few photographs  the 1920s (1918-1929) prosperous boom consumption, modernity, male/female division, more visual, far less wordy, teaching how to fit in with modern society 一、广告的历史变迁  the struggle (1929-1941) tough, no-nonsense style emergence of radio J. Walter Thompson advertising agency Bruce Barton of BBDO  war, paranoia, and economic growth(1941-1960) linking the product with patriotism motivation research, subliminal advertising TVs Rosser Reeves of Ted Bates Ernest Dichter 一、广告的历史变迁  the creative revolution (1960-1972) clean, minimalist, sparse, simple copy, sense of self- effacing humor Leo Burnett, David Ogilvy of Ogilvy Mather, Bill Burnbach of Doyle, Dane, Burnbach  the 1970s (1973-1980) feminist movement, African Americans focus on the product regulation cable system 一、广告的历史变迁  the Republican era (1980-1993) consumption, but understated infomercial: long advertisement that looks like a talk show or a half-hour product demonstration.  the present era interactive media 一、广告的历史变迁 我国的广告发展 以口头叫卖、实物展示为主的古代广告时期 以印刷广告为主的近代广告时期 以电子技术为主的现代广告时期 一、广告的历史变迁 现代广告运作 市场环境的变化 买方市场、公众消费观念成熟、品牌意识强化 广告业的发展 大量的现代广告媒介、大批的广告从业人员和 广告经营机构