The
history of advertising is divided into six periods or stages as follows:
a.
Pre-printing period, prior to the Fifteenth century.
b.
Early printing period from the Fifteenth century to about 1840.
c.
Period of expansion, from 1840 to 1900.
d.
Period of consolidation from 1900 to 1925.
e.
Period of scientific development, from 1925 to 1945;and
f.
Period of business and social integration from 1945 to the present.
a.
Pre- Printing Period
The
'Town crier' was the first means of supplementing sign advertising during the
Pre-printing period. The 'criers' had charters from the government and were
often organized in a sort of union. Their numbers were usually restricted. In
the province of Berry, in France, in the year 1141, twelve 'criers' organized a
company and obtained a charter from Louis VII giving them the exclusive
privileges of town crying in the province. The Power of commercial criers grew
until they were able in some instances to obtain an edict from
the ruler of the land forcing shopkeepers to employ a 'crier’
b.
Early Printing Period
The
invention of the printing press and the revival of learning meant much to
business. It had led to the production of advertisements in large quantities
for wide distribution. The first printed English advertisement was a 'handbill'
or 'poster' announcement written by William Caxton in 1472.
In general, the growth of advertising during
this period, paralleled the increase in population and in the number of
periodicals and newspapers in circulation in both Europe and the United States.
However, in 1712, England levied a tax on newspapers and advertising, which
retarded the growth of newspapers as well as the advertisements in newspapers, caused the bereavement of such a leading
publication as 'Addison's spectator'.
During
that time the tax on each advertisement, regardless of size, amounted to 84
cents at its peak. In England the taxes on both newspapers and advertisements
were abolished in 1853. The circulation of newspapers in the United States,
where no tax was imposed, was much greater than in England, during this period
consequently more advertisements advertisers had emerged in the United States
when compared to England. Printed advertising was generally in use until the
end of the Eighteenth century.
C.
Period of Expansion
This
period includes, the sixty years between 1840 and'1900. It was during these six
decades that the great changes, which had a vital influence on the business of
advertising, were witnessed in the United States.
By
1840, the growth in the numbers and the circulation of magazines were mainly
due to the development of rapid and long distance transportation. This parallel
movement is rather striking, while it does not prove a casual relationship
between the growth of long distance transportation and advertising media, it is
logical to believe that the increase of transportation facilities did have a
definite influence on the rapid rise in the number of publications.
In fact, the increased revenue from the sale
of advertising space encouraged a growth in the number of publications and
their wider circulations. Advertisements during that period were mostly trade
advertisements in nature, announcing the arrival of shipments of Coffee, Tea,
Silk cloth, etc.
d. Period of Consolidation
This
period stretches over a period of 25 years from 1900 to1925.1n 1911 a crusade
against the ranker types of untruthfulness in advertising was launched in the United
States. Printers Ink, the Curtis Publishing Company and other organizations led
the fight to reduce or eliminate the use of gross exaggeration, false
testimonials and other forms of misleading and untruthful advertising. It was
also during this period that trust - busting, expose and reform programs became
popular. It is not surprising that advertising was caught up in this clean up
movement.
e. Period of Scientific Development
This
period saw the application of the scientific methods to resolve the problems of
advertising. Knowledge was systematized to a much greater degree than before;
and facts were observed, recorded and classified through the application of
various scientific devices.
There were a few
"radical" advertising men who were so bold as to suggest that
advertising be subjected to tests to prove or disprove its ability to work the
wonders claimed for it. Not until the depression, starting in 1929, did these
men get much of a hearing.
f.
Period of Business and Social Integration
The
post war years were characterized by prosperity in advertising. In the 1950s
came television which developed fast to the advertising-media .The growing
popularity of T.V as an important media of mass communication and recreation
had contributed greatly in bringing about this situation and had also provided
the much needed momentum to the advertising business. This, in its turn, had
led to a host of American companies to start sponsoring T.V programmes. These
advertisers could demonstrate the use of their products and services and
present well-known figures to praise such products and services.They
also could arrange emotions through television.
....................SYEKEYE MATHAYO M......................
