Download Advertising Age - 21 March 2011 by Abbey Klaassen (Editor) PDF

By Abbey Klaassen (Editor)

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The origins and development of advertising 19 Plate 2 An eighteenth-century advertisement (from Fog’s Weekly Journal, 20 November 1736) 20 Advertising as Communication Plate 3 ‘Quack’ eighteenth-century advertisements (from Coventry Mercury, 14 February 1791) The origins and development of advertising 21 22 Advertising as Communication The origins and development of advertising 23 24 Advertising as Communication It is worth remembering that the eighteenth century was an age of quacks, ‘empirics’ and tricksters.

A code of ethics drawn up by the International Advertising Corporation (IAC) in 1924 pledged the industry to ‘seek the truth and live it’, a maxim taken very seriously by some ads: a New York department store proclaimed ‘Gimbels Tells the Whole Truth’. Fearing that advertising might be getting a bad name, the industry launched a campaign to advertise advertising. One example of this campaign which appeared in Life magazine in 1925 featured a young man saying ‘I begin to see that it’s advertising that makes America hum.

New methods of persuasion emerged and the field extended to embrace more market and motivational research, organized publicity of all kinds, various applications of computer software and hardware and a variety of non-media techniques of promotion. It has been estimated that by the end of the 1980s, advertising’s total world billings could exceed 300 billion dollars. And in a special feature in the Financial Times (15 October 1980), one advertiser declared that for the most part, face-to-face selling has disappeared.

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