Unit 2 The Evolution of Advertising 经典广告学英语课件合集.pptVIP

Unit 2. The Evolution of AdvertisingWhat Makes an Ad Great The Primitive Age Humans lived in small, isolated groups and focused on basic psychological and safety needs, bartering among themselves. I. The Preindustrial Age (recoded history—beginning of 19th century) 1. Population growth made the marketplace more complex. Signs printing press There are four very influential inventions that have shaped the media and thus the advertising industry - the printing press, radio, television and the Internet. The printing press made the wide dissemination of information with words on paper possible, mainly advertisements in newspapers and magazines. Selling material had to be created and advertising agencies were born. 2. Chinese invented paper. 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) 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. 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. N.W. Ayer Son, of Philadelphia, became to first agency to offer the services of planning, creating, and executing complete campaigns for advertisers. Birth of Mass Consumption The invention of photography in 1839 showed products, places, and people as they really were. The telegraph, telephone, typewriter, phonograph, and later, motion pictures, all let people communicate as never before. Public schooling led to a 90 percent litera