An Empirical Analysis of The History of Advertising
An Empirical Analysis of The History of Advertising
An Empirical Analysis of The History of Advertising
Adnan Rahman & Afshan Rahman1 Riphah Center of Islamic Business, Al-Mizan Campus, 274, Peshawar Road, Old Supreme Court Building Email:Adnanrahman86@ymail.com Tel: +92-312-9993530
Abstract
In this study we first analyze the era of advertising before the 2nd world war and then analyze after the Second World War. We recognize the need for advertising and the impact of print and electronic media on the advertising. The impacts of pre and post industrial revolution were discussed in this study. The impacts of technological advancements were also analyze and discussed. At the end we conclude that advertising is the only way to survive in the current competitive market.
Key words: Industrial Revolution, Technology, Advertising, Print media, Electronic Media,
Newspaper, Magazine, Radio, Television.
Introduction:
Three or four centuries ago education was not so popular among the common man so greater quantity of lay man exist in the economy who hardly understood a message through picture or by hearing it, and they could not read or write anything so the businessman/tradesman/trades people started using criers and pictorial signs for selling their products. As the time passes the criers used to attract buyers by flowering descriptions and well decorated pictorial signs, these signs were free from words as peoples were not able to read. In ancient Egypt, Greek and Roman these types of advertisements were practices by the tradespeople. According to Frank Presbrey (1929) in England in the middle ages, customers could find weavers by the sign of the spinning wheel or bookmakers by the sign of the golden boot. When Johann Gutenberg invented movable type and the printing press in Germany in the mid-1400s that printed materials could be mass produce. (Bovee, Thill, Dovel, & Wood. 1995) with this great invention advertisers start printing there adds in greater quantities and in quick time so they became able to reach the far prong areas of the country. According to Presbrey (1929) in the mid-1700s printed posters and signs were appearing all over England, Predecessors to today`s billboards. With the advent/arrival of Industrial Revolution and Technology the shape and pattern of the advertising completely changed.
Students (Ms Islamic Business and Finance) Riphah International University RCIB
homelands/Farms and they grow in their farm their basic necessities and used to self dependant. The industrial revolutions increases the gap between the producer and the buyer, as the customers of many craftsmen moved to urban areas for greater comfort, the craftsman lose their contacts and they felt the need of a device or mechanism through which they can easily communicate their messages to the potential customers. The need is then satisfied by advertising.
Technology:
As advertising is a non personal mass communication, so the need of new ways and methods were felt, this need was satisfied upto certain extent by the technology, according to Bovee et al: (1995) during and after the industrial revolution, technological advances changed both the speed and form of communication. The invention of photography gives a new way of showcasing the products. The telegraph, telephone, typewriter, phonograph and motion pictures opened up new avenues for personal and business communication. Newspapers and magazines reached into the urban areas and beyond to bring news and ads to thousands of people. However, once the powerful technologies of radio and television became commonplace, the face of advertising changed forever as print and electronic media expanded the use and impact of advertising. Technology gives a new shape to the print media and electronic media. Before the arrival of technology paper were used but not on such large scale as with the technology gives it this mass usage ability by newspapers and magazines.
Literature Review:
The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arens, Wei gold, Arens 2010).Although much of what we know about advertising and how it works has been learned relatively recently, advertising is hardly a new phenomenon.(Bovee, Thill, Dovel, & Wood. 1995) According to Bovee et al: (1995) Advertising is the paid, non personal communication of information about products or ideas by an identified sponsor through the mass media in an effort to persuade or influence behavior. Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.2 The tradition of wall and rock painting for commercial advertising is still present in many parts of Asia, Africa and South America. Indian rock art painting date back to 4000 BCE. (1.Bhatia, Tej K. 2000).Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.The activity or profession of producing advertisements for commercial products or services.3 n 2010, spending on advertising was estimated at $142.5 billion in the United States and $467 billion worldwide.
2 3
http://en.wikipedia.org/wiki/Advertising http://www.google.com.pk/search?client=opera&rls=en&q=define:advertising&sourceid=opera&ie=utf8&oe=utf-8&channel=suggest
References:
Court, L Bovee., John, V Thill., George, P Dovel., & Marian, Burk Wood., (1995). The foundations of advertising.ln Bonnie, K. Binkert & Ira C. Roberts (Eds.), Advertising Excellence (International Edition., pp.2-20)Mcgraw-Hill Inc Retrieved April 1, 2012, from http://en.wikipedia.org/wiki/Advertising Bhatia, Tej K. (2000) Advertising In Rural India: Language, Marketing, Communication, and Consumerism Frank Presbrey, The history and development of advertising (Garden city, N.Y.;Doubleday, doran, 1929), 4, 14-16, 25; James Playsted Wood, The story of advertising (New York; Ronald Press, 1958), 18-24. Presbrey, The history and development of Advertising, 14-16, 492-491:Wood, The story of Advertising, 27-28. Wood, The story of advertising, 193-202; Leiss, kline and Jhally, Social Communication in advertising,100-101; Fox, The mirror makers28-35. Ed Papazlan, ed., Tv Dimensions 92 (New York:Media Dymanics,n.d,),3-5: William Philips, A century of Modern Advertising: From Fin de Siccle to Nervous Nineties,Admas, July-August 1992,11-16.
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