第二单元 广告历史.pptVIP

The Evolution of Advertising广告历史 单元学习目的 了解广告的发展历史：四个阶段 了解现代广告的一些发展方向 Looking at the developing process of advertising, the history of advertising falls into four eras, which are the ancient period, the age of print, the formative years, and modern advertising. The ancient period Most of people were illiteracy, and they couldn’t get messages by reading words, so the messages sponsors sent the information on tablets, wall, and papyrus. Information rather than persuasion was the objective of the early commercial message. the age of print By the invention of moveable type, the society has been moved toward a new level of communication—mass communication. The availability of print media to a greater number of people increased the level of literacy, and in turn, this phenomenon encouraged more businesses to advertise. In terms of media, the early printed advertisements included posters, handbills, and classified advertisements in newspapers. The formative years The mid-1800s marked the beginning of the development of the advertising industry in the united states. The emerging importance and growth of advertising during this period resulting from a number of social and technological developments associated with the industrial revolution. By the late nineteenth century the advertising profession was more fully developed. Agencies had taken on the role of convincing manufactures to advertising their products Ads had assumed a more complete informational and educational role. Copywriting had become a polished and reputable craft in the period. Modern advertising By the beginning of the twentieth century, the advertising industry had become a major force in marketing, and had achieved a significant level of respect and esteem([isti:m]尊重). “soft-sell” advertising creates images through a slow accumulation of positive message than “hard-sell” approach. To be continued With the outbreak of world war Ⅰ,the advertising industry offered its services to the Council of