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.
