《广告学 Advertising》课件-CH03_V97.ppt

Lecture Presentation Series Influences in the Evolution of Advertising Historical Developments in Advertising 1 Historical Developments in Advertising 2 Historical Developments in Advertising 3 Historical Developments in Advertising 4 Historical Developments in Advertising 5 Reinventing the Advertising Process Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Three 1. The rise of capitalism 2. The Industrial Revolution 3. Manufacturers’ pursuit of distribution channel power 4. The rise of modern mass media OH 3-1 OH 3-2 The Preindustrialization Era (pre-1800) Informal “newsbook” appendages appear Early ads resembled classifieds of today The Era of Industrialization (1800-1875) “Dailies” grow in popularity Railroads spread the word The 1920s (1918-1929) Advertising finds fame and glamour Segmentation begins by social class OH 3-3 The P.T. Barnum Era (1875-1918) The “consumer culture” dawns Advertising becomes an industry The Depression Era (1929-1941) Big business is vilified Radio emerges as a new medium OH 3-4 WWII and The Fifties (1941-1960) Products linked with patriotism Sentiment runs toward paranoia Nuclear family standard arrives The Creative Revolution (1960-1972) Copywriters and Art Directors gain control Advertising emerges as a cultural icon OH 3-5 The 1970s (1973-1980) Women minorities adopt new roles Hedonistic values define the era Regulation and oversight take hold The Republican Era (1980-1992) “Conservative consumption” is emphasized Rapid-paced MTV editing appears The late night infomercial is born OH 3-6 The Second Nineties (post-1993) Interactive media arrives