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HISTORY OF ADVERTISING

Austro-Hungarian Empire Rakousko-Uhersko
proclaim vyhlásit
establishment založení
invade okupovat
seize okupovat, chopit se čeho, zabavit
resistance odboj
assassination atentát
the Allies Spojenci
troops vojenské jednotky
uprising povstání
subsequent následný
liberation osvobození
Red Army Rudá armáda
lead by veden kým
nationalization znárodnění
industry průmysl
take place dít se
confiscate zabavit (majetek)
property majetek
coup d'état převrat
Velvet Revolution Sametová revoluce
own vlastnit
trials procesy
human rights lidská práva
suppress potlačovat
attempt pokusit se
amount množství
reach dosáhnout k, docílit čeho
threat (threaten) hrozba (hrozit)
the Warsaw Pact Varšavská smlouva
sign of disapproval náznak nesouhlasu
suicide sebevražda
set sth. /sb. on fire zapálit co, koho
Charter 77 Charta 77
be elected být zvolen
split rozpadnout se, rozpůlit, rozdělit
join připojit se
approve schválit

 

HISTORY OF ADVERTISING

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.

As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers.

However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content.

In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. As time passed, many non-profit organizations followed suit in setting up their own radio stations, and included: schools, clubs and civic groups. When the practice of sponsoring programs was popularized, each individual radio program was usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radio station owners soon realized they could earn more money by selling sponsorship rights in small time allocations to multiple businesses throughout their radio station's broadcasts, rather than selling the sponsorship rights to single businesses per show.



This practice was carried over to commercial television in the late 1940s and early 1950s. A fierce battle was fought between those seeking to commercialize the radio and people who argued that the radio spectrum should be considered a part of the commons – to be used only non-commercially and for the public good. The United Kingdom pursued a public funding model for the BBC, originally a private company, the British Broadcasting Company, but incorporated as a public body by Royal Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creating the Canadian Broadcasting Corporation. However, in the United States, the capitalist model prevailed with the passage of the Communications Act of 1934 which created the Federal Communications Commission (FCC). However, the U.S. Congress did require commercial broadcasting companies to operate in the "public interest, convenience, and necessity". Public broadcasting now exists in the United States due to the 1967 Public Broadcasting Act which led to the Public Broadcasting Service (PBS) and National Public Radio (NPR).

 

Although word of mouth, the most basic (and still the most powerful) form of advertising has been around ever since humans started providing each other with goods and services, Advertising as a discrete form is generally agreed to have begun alongside newspapers, in the seventeenth century. Frenchman Théophraste Renaudot (Louis XIII's official physician) created a very early version of the supermarket noticeboard, a 'bureau des addresses et des rencontres'. Parisians seeking or offering jobs, or wanting to buy or sell goods, put notices at the office on Île de la Cité. So that the maximum number of people had access to this information, Renaudot created La Gazette in 1631, the first French newspaper. The personal ad was born.

In England, line advertisements in newspapers were very popular in the second half of the seventeenth century, often announcing the publication of a new book, or the opening of a new play. The Great Fire of London in 1666 was a boost to this type of advertisement, as people used newspapers in the aftermath of the fire to advertise lost & found, and changes of address. These early line ads were predominantly informative, containing descriptive, rather than persuasive language.

Let Them Drink Coffee

Advertisements were of key importance, even at this early point in their history, when it came to informing consumers about new products. Coffee is one such example. Coffee was first brewed into a drink in the Middle East, in the fifteenth century. The Arabs kept the existence of this vivifying concoction a secret, refusing to export beans (or instructions on how to grind and brew them). Legend has it that Sufi Baba Budan smuggled seven beans into India in 1570 and planted them. Coffee then spread to Italy, and throughout Europe, served at coffeehouses. The rapid spread of coffee as both a drink and a pattern of behavior (coffeehouses became social gathering places) is in no small part due to the advertising of coffee's benefits in newspapers.

The ad for coffee was the first advertisement in London for coffee, and appeared in 1657.

This early example of advertising copy makes coffee sound like a wonder drug. While the claims in the first half of the sentence may be true (coffee does indeed stave off hunger pangs and 'quicken the Spirits'), the presentation of coffee as a cure-all for specific medical conditions like dropsy, gout and Kings Evil (scrofula - swollen abscesses in the neck) is pure advertising hyperbole. But it worked – people flocked to coffee houses to try this new beverage for themselves, and engendered a caffeine habit that persists in our society today.

 


Date: 2015-01-02; view: 1126


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