Origin and Developments of an Advertisements

Origin and Developments of an Advertisements

Introduction

             Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or series. Advertising messages are usually paid for by sponsors and viewed via various mass media such as newspapers, magazines, television commercial, radio advertisement, outdoor ad or direct mail or new media such websites and texts messages.

Origin

The origins of advertising lie thousands of years in the past. One of the first known methods of advertising was an outdoor display, usually an eye catching sign painted on the wall of a building. Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travelers to a tavern situated in another town.

               In Latin, advertere means "to turn toward”. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media ;including mass media such as newspaper, magazines, television advertisement, radioadvertisement, outdoor advertising or directmail;Or new media such as blogs, websites or text messages.

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.

History of Advertisement

              Egyptians used papyrus to make sales messages and wall posters. Commercial messages and politicalcampaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and foundadvertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting forcommercial advertising is another manifestation of an ancient advertising form, which is present to thisday in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced backto Indian rock art paintings that date back to 4000 BC.

In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press;And medicines, which were increasingly sought after as disease ravaged Europe .However, false advertising and so called "quack" advertisements, became a problem, which ushered in the regulation of advertising content.

 19th century advertisement history Thomas J. Barratt from London has been called "the father of modern advertising.” Working for the Pears Soap Company, Barratt created an effective advertising campaign forthe company products, which involved the use of targeted slogans, images and phrases. One of his slogans, “Goodmorning. Have you used Pears' soap?" was famous in its day and into the 20th centuryUnder Barratt's guidance, Pears Soap became the world's first legally registered brand.

The success of an advertisement campaign is largely determined by the knowledge and skill of the people preparing it. The advertiser who is concerned with the marketing situation and proficient in the art of communication are more likely to produce effectively advertising.

Development of advertising in India:

       Advertising in India has created an incredible awareness among the people in the past decade growing in to big industry. It has grown along with the press and today it has found its way into the other two media Radio and Television.

                  The Advertising Agencies Association of India (AAAI) was established in 1945, training an authority to represent the interests and problems of advertising profession. At the time of independence, advertising business was expanding. It grew technically also with the introduction of multicolor printing, and improved printing machines. Commercial art also grew as a profession which boosted the advertising business.

              In 1951, the Indian Society of Advertisers was formed and in May 1958, the society of Advertising practitioners was formed. During pre independence era, Indian advertisements were mostly about clothes, travelling, eating and entrainments places, India, hotels, for wheelers, tea, gramophones and tailoring shops for Britishers in India and the princely families.

Definition of Advertising

(1)American marketing association has defined advertising as any paid form of non- personal presentation of ideas, goods, and services by an indentified sponsor.

(2) According to Webster, “advertising is to give public notice or to announce Publicity.”

(3) According to gardner, “advertising is the means of mass selling that has grown up parallel with and has been made necessary to mass production.”

Role of Advertisements

Education

School children become addict to watch the advertisement. So majority of their study time is occupied for entertainment programme rather than extra circular activities like sports and games. Advertisement informs the public about their need and influences the living standard according to pattern and customs. It brings the people to the scientific way of living than the traditional system. It straightens the parent’s child relationship in the family where parents are wheat straightens the parent’s child relationship in the family where parents are employed.

Behavior

It changes the attitude and behavior of the day to day life. It influences the people towards bad habits by seeing the advertisement. It tempts the low income group towards luxury life. It creates the image of personality and prestige.

Advertising ; socio – economic influence

Advertising is a buyer’s guide for both consumer and industrial purchasers, providing the former with use of new merchandise and special prices and the latter with information about the material, equipment and technology.

1)Advertising reduces distribution cost by simplifying the taste of personal selling or by replacing it entirely.

2) Advertising encourages competition and also fosters product quality through clear brand identification and producer or distributors accountability.

3) Advertising adds value of the product by adding to time, place and possession utility.

4) Advertising publicizes the material and cultural incentives of a democratic productive effort by both management and labor.

5) Advertising enable both printed and broadcast communication to maintain independently from government, political parties or other special interest group.

6) Advertising stimulates thought and action on national and local social problem.

Standard of living life and advertisement

The standard of living in society is bound to be higher one which is capable of making available more and more goods and services so that an average man enjoys these goods and service as they are brought within his easy reach.

The standard of living community depends on two basic factor, namely the ability to produce more and more goods and services at least cost and of better quality on hand and purchasing power of the consumer on the other improved standard of living does not mean printing of more notes and minting of more coins, but increasing the quality, improving the quality and reducing the costs of products and services. That is these benefit should reach the common man with lower purchasing power.

Cultural changes

The cultural function of advertising is to understand reflect and accept the value structure of society well before it vanishes. Advertising within the limits set by culture is to create new expectations for the consumers.

Market condition and role of advertisement.

The current day business situations warrant a forceful entry in new markets. In such newly explored market, advertising does the spade work and creates a fertile ground for the sponsor to sow the seeds of prosperity.

Advertising imprints the image of the product range and the producer on its exiting reputation. The sponsor can get increased share in the new market by this creative strategy of advertising which culminates into enjoyment of leadership in the new market.

Place of psychology in advertisement

 The words like motive, desire, response, impulse, conscious, sub – conscious attitudes are all technical term in the field of psychology. Psychology plays a vital role in advertising. Continuous pursue for the secrets of mass psychology is as the endless story of sindubath.

Objective of advertising.

The main objective of advertising is to influence human behavior. If too is to be accomplished, the advertiser must understand some of the basic factors that shape human behavior. The advertiser has to understand the essential psychological forces that, guide human behavior in general. Interest, drive, urge, goal, desire and motivation are some of the psychological forces needs are the most basic of these forces.

Role of Press in 21st Century

Role of Press in 21st  Century

 What is Press  ?

The press is a broad term now; it not only includes newspapers, new weeklies and magazines but also all them journalists working in the media orient and electronic. It plays great role in the iteration of public opinion. It also acts as a regulator and reflector of the same interacting, between the people and political parties in people.Hence, if the character of the press is healthy, the democratic system will be more transparent to what are the views and reactions of the people in respect thereof.

History

Around 13B.C. in Rome there grew a practice of putting up two handwritten bulletins in the main public square. These bulletins were known as Acta Diurnaa‛. It is believed that this was the first newspaper.

By the early 19thcentury, many cities in Europe, as well as North and South America, published newspaper-type publications though not all of them developed well content was vastly shaped by regional and cultural preferences. Advances in printing technology enabled newspapers to become an even more widely circulated means of

communication.

The first newspaper in France was published in 1631-La Gazette. The first newspaper in Portugal a Gazeta da Restauracao was published in 1641. The first Spanish newspaper, Gaceta de Madrial was published in 1661. The first newspaper in India was published by James Hicky in January 1780. It was called the Bengal Gazette and it was “weekly political and commercial paper.

         The impact of media is really noteworthy. Excessive coverage or type of sensitive news has led to communal riots at times. The illiterates are prone to provocations than the literates. Constant repetition of the news especially sensational news breeds apathy and insensitivity. For instance, some actions on TV lead children to imitate and they suffer.

         Commercialization of Press has created a stiff competition. In order to outdo each other print media has often gone one step in publishing negativity.

Freedom of the press refers to freedom of speech and expression which  is and always should be fundamental right. Without this right the liberty of man is not complete.

The Press has helped to make our society a democracy by placing emphasis on issues that at one point in time would have been considered strictly private such as child birth, homosexuality, child care, domestic violence, and sexual harassment.

Press has to perform an important role in guarding democracy of the country. Through press people come to know about the government‛s working, through news, debates, panel discussion and reports.

Flashback Technique in Grain of Wheat

      Introduction

       In literature, a flashback is an occurrence in which a character remembers an earlier event that happened before the current point of the story. The definition of flashback is identical to that of analepsis, which comes from the Greek for “the act of taking up.”

         What is Flashback Techique

There are two types of flashbacks—those that recount events that happened before the story started (external analepsis) and those that take the reader back to an event that already happened but that the character is considering again (internal analepsis).

            Many of us have flashbacks quite frequently. We may have flashbacks when we think of someone whom we haven’t thought of in a while, and remember some memory that that person was a part of. Or we may look at an object and think of when we first got it, or why it’s significant. Lots of different things in our daily lives can trigger flashbacks and we are not always aware of it.

Flashbacks in Literature

             Authors use Flashbacks as a means of adding background information in the present events of their story. They interrupt a specific event within their story by using event  that have already occurred or that have not been presented. This gives the reader added information about a character's past, including his or her secrets, inner or external conflict ,, or significant  events that affected his or her life. If the author is able to do this well, the reader will begin to convey reasoning for the actions of the characters throughout the story and develop a better understanding of present events. This also helps the author create a theme for the story and increase the emotional impact it will have on the reader.

             It is precisely in the act of recalling and reflecting on the past that A Grain of Wheat constructs a narration of the nation: the pedagogic moment (the act of recalling the liberation struggle) materializes in a per formative moment (Bhabha 1990a) disseminated in lots of narratives, each of which is a speech act. The narration becomes therefore an active (re)construction of the past, an act of writing, in the sense of modeling. Flashbacks are often used to recount events that happened before the story‛s primary sequence of events to fill in crucial back story. For example an early example of flashback is in the Ramayana, Mahabharata, where the main story is narrated through a frame story set at a later time.

Revealing stories in flashback

The stories are intertwined, making a complex story with many

threads. The two main story lines are there in the novel. There

are some other stories- the story of the Thompsons, the story of Kihika, the story of Wambuku and the story of Njeri. There is

also a story of the old woman and her deaf son. These stories

intercept at different points as Mugo walks into the old woman‛s room, as Mugo saves Wambuku‛s life, as Mugo confesses to Mumbi as Gikonyo reveals to Mugo, as Mumbi reveals to Mugo.

Point of view

            The novel is told by an omniscient narrator, who exposes the point of view of different characters at different times, revealing their inside. Though the subject matter is dense, the author freely opens the character‛s mind. Several events from the past are examined in flashback revealing the points of view from different characters.

            The narrator only occasionally uses the first person, leaving the majority of the novel to be told in third person. In addition to the narrator revealing characters inner thoughts, the characters also tell their stories to each other.

Structure

              The novel is divided into fourteen numbered chapters plus fourshort named chapters at the end. The four named chapters at the end wrap up the stories of the main chapters. The novel shortly begins before the Kenyan Uruhu celebration, and it climaxes at the celebration itself. In between, it travels back in time and then returns to Uruhu, filling in all the events that lead up to the day of independence. Each character‛s story is revealed in bits and pieces, throughout the novel.