History of Advertising and Graphic Design

Posted on Sep 2, 2024 in Arts and Humanities

UNIT 2

Symbols

  • Pine = Tavern. Squared.
  • Board = Game house.
  • Donkey = bakery.

UNIT 3

1. Ex Libris

Small print or decorative label pasted into a book, often on the inside front cover, to indicate its owner. Abstract, simple, and modern symbols that move beyond evocation of the professional activity. Artistic vocation linked to an individual professional activity, and not to a collective (guilds). In Germany (1575) the emperors opened the first office of registered trademarks. Business cards with printed emblems, ex-libris, and logos appeared by the end of the 16th century.

2. England’s Liberal Press

Woodfall brothers opened in 1767, the Public Advertising with political opinion. By that time, in England, more and more newspapers combining advertising with public affairs were open. Whereas, in the rest of Europe, due to royal authorities, guilds, and religious institutions, there weren’t many newspapers yet.

The Times, the first modern newspaper, was published in 1785. It clearly states advertising as an economical support of its informative activity and devotes its first page to the most expensive advertisements.

UNIT 4

1. Steam Engine, Contemporary Age

  • 1606, first patent by Jerónimo de Aynz y Beaumont.
  • 1698, first steam pump by Thomas Savery.
  • 1781, James Watt, first steam engine with rotary motion.
  • 1829, the steam locomotive “Rocket” wins the Rainhill world contest, transportation revolution.
  • 1796, lithography is developed (printing color).
  • 1814, The Times uses the first steam printing press.
  • 1843, rotary press.
  • 1816, Nicéphore Niépce combines the camera obscura technique with photosensitive paper (first invented in 1727 based on silver nitrate).
  • 1826, Niépce takes the first permanent image.
  • 1837, Louise Daguerre creates images on silver-plated copper, called Daguerreotypes.
  • 1839, Daguerre is awarded a state pension to publish Daguerreotype methods and, thus, to give rights to other citizens to use the process.
  • 1861-1865, the American Civil War is the first war covered by photographers (Mathew Brady and staff). The only existing photograph of a witness of the Napoleonic Wars (1812). By the time the photograph was taken, this soldier was 117.
  • Electricity was discovered about 600 BC – batteries found at ancient Roman sites.
  • Alessandro Volta constructed in 1800 the first voltaic pile that produced electric current.
  • 1882, Edison produced the first filament lamp.
  • Electricity facilitated the invention of the telegraph, and thus, boosted communications.
  • 1844, Samuel F.B. Morse patented the first telegraph.
  • 1876, Graham Bell achieves the first voice transmission.
  • 1888, telegraph without wires.

2. Artists from Art Nouveau

  • Aubrey Beardsley: English illustrator, influenced by Japanese woodcuts, dark and black colors.
  • The Beggarstaffs: English artists, very far from Art Nouveau, collage technique.
  • Maxfield Parrish: American illustrator, neoclassical.
  • Ramón Casas: Spanish painter, Catalan modernism.

3. Agents

William Tayler

The pioneer agent born in Britain, he opened an office in London and acted as an ad sales representative for printers, several of whom had launched newspapers to promote their trade. Tayler worked for editors, both rural and urban. He bought them advertising space and charged advertisers for these spaces.

James White

White took the idea of Tayler and thought that it would be easier to sell space if an agent could also design and write ads for clients. He was operating a flourishing business in London considered to be the advent of copywriting. Tayler and White weren’t considered yet as advertisement agents, but as news agents.

In France, Havas

He created a new form of agency. In his office, he received everyday international press. He translated the important news into French and sold them to French newspapers. Havas created the first international news agency. The first branch office he opened in London is called Agency Reuters, still open currently.

In the USA

Advertising agencies arrived from Europe and got consolidated very fast, the first agents were:

  • Volney Palmer: He opened an office in Philadelphia and worked exclusively for editors in New Jersey and Pennsylvania.
  • John Hooper: He opened an office in New York and also worked for editors in this state.
  • Rowell: In 1855 he opened his office in New York, his business was based on the British and French model of a news agent. Later, he issued the first Rowell’s American Newspaper Directory listing 5788 American papers, he was accused by other agents of revealing professional secrets. Rowell published a chart of comparative costs so he facilitated the creation of a media plan, agents now work for advertisers, not for newspapers. He published the first journal devoted to advertising “Printer’s Ink”.

UNIT 5

Historical Context

  • 1890-1910: Rise of nationalisms, imperialisms, and first signs of economic decrease.
  • 1914-1918: The Great War.
  • 1919-1929: Economic growth.
  • 1929: Wall Street Crash, strong decrease in the economy, and increase in unemployment.
  • World War II.

Automobile

  • 1769: The first automobile powered with a steam engine appears.
  • 1864: The first gasoline-powered combustion engine appears.
  • 1886: Karl Benz developed the first gasoline-powered automobile.
  • 1908: Ford Motor Company produces the first assembly line-produced automobile, an affordable car that opened travel for middle-classes.

2. 11 Principles of Propaganda

How to Plan Communication

  • Principle of Orchestration
    • Propaganda must be planned and executed by only one authority.
    • Propaganda is based on the idea that is constantly repeated.
  • Principle of Renovation
    • Generating constantly new information and content would make audiences always aware of the enemy and its multiple mistakes.
    • When the enemy is able to respond, audiences aren’t anymore interested.
  • Principle of Verisimilitude
    • Take different sources and interpretations to deconstruct a fact that is against your objective.
    • Use fragmented information to generate an environment of objectivity and deviate audiences from the fact.
  • Principle of Silenciation
    • Silence those issues about which there isn’t a counterargument.
    • Silence those issues that favor the enemy.
    • Counter-programming if necessary.
  • Principle of Transfusion
    • Communicate using preexisting prejudices, national mythology, or traditions.
    • Use arguments that operate from primitive forms.
  • Principle of Unanimity
    • Create a sensation of homogeneity.
    • Make people think that they are thinking like everyone else, common sense.

3. Authors

Walter Dill Scott

He was the president of Northwestern University as he was into applied psychology. He published in 1908 “The Psychology of Advertising”, the first book that suggests that advertisers should include psychologists in their teams. The US army did it for the first time for the WWI Division of Pictorial Publicity.

Daniel Starch

He was a mathematician and psychologist. He is considered one of the pioneers of marketing and customer research with the introduction of research inside advertising agencies.

He published in 1923 “Principles of Advertising” one of the first major books in Advertising science.

Albert Lasker

Often considered to be the founder of modern advertising. He made L&T agency, the most successful agency in the USA by introducing a department of marketing research. He was also a pioneer of electoral advertising, advisor of the 1920 electoral campaign for Republican Harding.