First, Western advertising forms
The earliest advertisements people see now are those written on the parchment of the London Museum. According to textual research, this is an advertisement for a fugitive servant (slave) in ancient Egypt around 1000 BC. According to records, Julius Caesar, the autocratic ruler of ancient Rome, often carried out large-scale propaganda activities by distributing various leaflets in order to gain the support of the people when facing the upcoming war. It can be seen that the form of leaflet advertising was first used in the West.
Poster advertisements, voice advertisements and performance advertisements have appeared in western advertising forms. As a performance advertisement, it is often used by blind artists in the advertising history of China, but it is not widely used. In western society, it is common to influence and attract customers by playing. This method originated from 1 14 1 year in Berry, France. An oral advertising group composed of 12 people, with the permission of French King Louis VII, played flutes in a specific hotel to attract customers, thus promoting customers.
The most important advertising form in western countries constitutes the modern advertising form system. With the development of social economy, the main advertising forms in western countries have been continuously developed and improved, becoming the main advertising forms in modern society.
1. Newspaper advertisement
In European countries, newspapers have a long history. /kloc-at the end of 0/5th century, tabloids printed with news appeared in European countries, which were called "news books", printed paper folded in half and opened in four, and were regarded as the direct origin of newspapers. Early American newspapers included The New York Sun, The American Herald and The New York Times. The New York Sun was founded on September 3rd, 1983 by the people of B. H. Day, and soon set off a tabloid movement in the United States, that is, "a penny can buy a newspaper", thus creating a "news agency" in American history, which is a milestone in the history of American newspapers. After the People's Daily newspaper campaign was launched, due to the low price of newspapers. Everyone can afford it, so the number of newspaper distribution stars has increased greatly, and then the advertising fee has also increased rapidly. Ten, some enterprises in order to save advertising fees, hire professionals to create inflammatory news, in order to expand their influence. Although this period is called "the most disgraceful period" in the history of American communication, it has promoted the development of American newspaper industry after all.
After entering the 20th century, newspaper advertisements developed more rapidly. With the increase in the number of advertisements, there are more and more newspaper pages. Newspaper advertisements spread from political, military, economic, cultural and other information to all areas of personal life, such as engagement, marriage, job hunting, employment, renting a house, tutoring, parenting, hourly workers and so on. In western developed countries, the weekend edition of some newspapers contains 500,000 to 600,000 words, and most of them are advertising information and advertising-related publicity information. The influence and function of newspaper advertisements in western social life can be seen.
Broadcast advertisement
The emergence of broadcasting is one of the biggest breakthroughs in the field of human communication. It produces radio advertisements that are not limited by time, place and complex production technology. 1920, the first commercial radio station in the United States was established, 1926, the national radio station appeared, becoming an unprecedented major advertising media. Subsequently, countries all over the world set up their own radio stations. Due to different national conditions, in the field of broadcasting, some governments explicitly restrict or prohibit broadcasting advertisements. However, as far as radio stations in most countries or regions are concerned, broadcast advertisements are one of the important sources of broadcast expenses.
3. TV advertising
1936, Britain established the world's first television station. The first American TV station was established in 1939, but the commercial TV station officially opened in June of 194 1. After the Second World War, the cause of television communication developed rapidly, and television stations in various countries were established one after another. Many of these TV stations are engaged in TV advertising business, which makes TV advertising develop rapidly.
4. Magazine advertisements
173 1 The word "magazlne" was first used in Gentleman magazine published in Britain. It is described as "collecting essays, such as magazines, every month." The word "magazine" evolved from Arabic "makhzan". The original word means "warehouse". Perhaps it was changed into a warehouse of knowledge, and the periodicals that later published papers, novels and other words were called magazines. It was not until the twenties and thirties of this century that magazines were gradually taken seriously. The great development of magazines was after World War II. When the world is developing steadily, the development of various professional fields and comprehensive fields is objectively caused by the need for communication and communication. German magazine Der Spiegel, American magazine Time and Japanese magazine Yomiuri Shimbun have all become important magazines in the world. At the same time, a large number of interesting, informative and entertaining magazines appear constantly, which are combined with advertising communication, thus forming modern magazine advertisements.
5. Other advertisements
Outdoor advertising. The appearance and development of outdoor advertising abroad was after17th century. 1870, outdoor advertising revenue accounts for 30% of commercial advertising. At the beginning of the 20th century, with the improvement of traffic, especially the popularization of automobiles and the development of highway construction, the importance of outdoor advertising further increased. Outdoor advertising is mainly based on pictures, aiming at deepening people's impression. The types of outdoor advertisements include billboards, posters and architectural advertisements.
Air advertising. Aerial advertising is a form of advertising that uses floating objects and flying objects as media to hang or write advertisements to attract public attention and interest. Early aerial advertisements were expressed in the form of kites. 19 13, Major J·c· Savage of the Royal Air Force began to organize smoke screen aerial advertising experiments. The first performance was held in England on 1922. The plane wrote the words "Daily Mail" with smoke in the air. Later, Americans invented aerial projection advertisements, which gave people a magnificent feeling. 199 1 year, advertisement of neon lights in the sea. The first neon advertisement in the world was installed in Paris Palace by Claude, a Frenchman. Then the British began to follow suit. It was not until the 1920s that it entered the United States. The popularization and application of neon advertising was in the late 1920s and early 1930s. Then, with the invention and use of new technologies and materials, neon advertising became diversified in the 1950s. After the 1990s, its forms became more prosperous and colorful. Neon advertising has become an important symbol of regional economic prosperity.
Direct mail advertisement. Direct mail advertising is a form of advertising that sends product promotional materials directly to consumers. This form of advertising occupies a large proportion in some western countries, and is even regarded as one of the four major media to replace magazines.
Second, the professionalization and specialization of advertising.
The specialization and professionalization of advertising activities began in the United States and spread from the United States to many European countries.
1869, in Philadelphia, USA, N·w· Eier and his son founded a truly professional advertising company, namely "Eier and his son advertising company". The focus of the company's operation has shifted from simple newspaper layout to serving customers, advertising for customers, helping customers to formulate advertising strategies and paying attention to advertising effects.
At the beginning of the 20th century, advertising professional companies developed very rapidly. American advertising industry bears the brunt from the beginning, leading the development tide of advertising professional companies and producing a large number of famous advertising companies. During the Great Depression, which began in the late 1920s, advertising companies did a lot of work, which played an extremely important role in helping American industrial and commercial enterprises get rid of the economic depression. Therefore; In the world, an advertising company industrial group with the United States as the core has been formed.
The development of American advertising industry has promoted the activity and development of advertising industry all over the world. Judging from the advertising industry, since World War II, the world advertising industry, led by the United States and dominated by Western Europe and Japan, has made great progress.
Third, the emergence and development of advertising.
(A) the emergence of advertising
There are three reasons for the emergence of advertising, namely, the objective promotion of the development of commodity economy, the theoretical foundation laid by the development of psychology and the inevitability of discipline differentiation.
First, objective basis. At the beginning of the 20th century, the rapid development of professional advertising companies promoted the further development of commodity economy, which put forward higher requirements for advertising industry. It is urgent to summarize and improve the experience in advertising practice in advertising theory in order to further promote the development of advertising. It is precisely because of the great development of commodity economy at the beginning of this century that the objective basis of advertising theory research has been formed.
Second, the development of psychological theory laid a theoretical foundation. Since Professor Feng Te established the first psychology laboratory in Leipzig University in 1879, he has carried out research on psychological mechanism and psychological activities from an empirical perspective, and achieved a series of results, thus separating psychology from philosophy and becoming an independent discipline. The emergence and further development of modern psychology has had an important impact on consumer psychology and advertising. Every development and breakthrough of psychological theory leads to the deepening of advertising theory research and the emergence of new theories.
Third, the inevitability of the wave of discipline independence. The early 20th century was a period of social science differentiation. With the metaphysical development of social science in the18th century and the accumulation of discipline experience and the germination of concepts in the19th century, many fields in social science began to differentiate. Therefore, a large number of new disciplines appeared in the 20th century. As far as advertising is concerned, it adapts to the objective situation of great integration and differentiation of this discipline, synthesizes, abstracts and separates the concepts and categories that originally belonged to news, communication, marketing and psychological activities, finds out the internal logic, carries out new structural combination, and thus constructs an independent theoretical system of advertising.
(B) the development of foreign advertising
The development of foreign advertising has gone through three stages, namely, creation, maturity and innovation.
1. Initial stage
From the end of last century to the 1930s, advertising was founded.
1900 Harold gale, an American psychologist, wrote the book Advertising Psychology on the basis of years of extensive investigation and research, emphasizing that the content of commodity advertisements should be easy for consumers to understand, and psychological principles should be properly applied to attract consumers' attention and interest. 190 1 year, WalterD5 13Scott, president of Northwestern University and social psychologist in the United States, gave a speech at Northwestern University and systematically put forward the main points of how psychology can be applied to advertising. Subsequently, he published 12 papers one after another, and compiled and published a book "Advertising Theory" (also translated "Advertising Principles"). Advertising Theory, published in 1903, holds that psychology is widely used, not only in the advertising industry, but also in all industries, laying the foundation for the establishment of advertising science. After that, American economist Hicks compiled the Outline of Advertising, which systematically discussed advertising activities. Advertising Theory and Advertising Outline are considered as the earliest advertising works in the world.
From 65438 to 0908, American sociologist Ross wrote the book "Social Psychology", which analyzed and studied the psychological and behavioral performance of groups and individuals in social life, involving a large number of direct and indirect factors related to consumer psychology, and played an auxiliary role in the establishment of advertising theory. 19 12 German psychologist Mü nsterberg published a book "Psychology and Economic Life", with industrial psychology as the main content, and clearly put forward some issues related to consumer psychology such as advertising effect and window display in some chapters. During the period of 1902- 1905, the University of Pennsylvania, the University of California, the University of Michigan and Northwestern University all started to offer courses in advertising.
From the end of 19 to the 1930s, advertising theory appeared and developed to a certain extent. The characteristics of advertising theory research in this period are asking questions, simple argumentation, scattered theory and not forming a complete subject system. However, advertising has become a discipline.
2. Maturity
The 1930s-1960s was the mature period of advertising.
In the 1920s, communication and marketing began to appear, especially the development and perfection of marketing activities and theories, which promoted the further formation of advertising. 1929 to 1933 The Great Depression caused by the world economic crisis objectively put forward theoretical requirements for advertising. Therefore, a large number of advertising experts and scholars appeared in this period, studying practical problems and using advertisements to influence and promote the development of the real economy.
A group of advertising theory researchers have made outstanding contributions to the maturity of advertising theory and produced many schools of advertising theory. At the beginning of this century, John Kennedy, the most influential American copywriter, founded the school of reasonable advertising, and he defined advertising as "paper salesman". Claude Hopkins developed John F. Kennedy's sensory advertisement and became a representative of the Sensory School. In his view, advertising is to goods what drama is to life. It is both a commodity and higher than a commodity. He wrote many famous advertisements, which made many commodities become famous brands. His book Advertising in Science is a must-read for American students to learn advertising. Leo Boehner established and developed Chicago Advertising Institute. In advertising performance, "we strive to be more honest and not arbitrary. We try to be enthusiastic and not emotional. " Tosher Reeves initiated the theory that advertising is a "unique sales proposition". Obviously, "the art of advertising is to pour a message into the hearts of most people at the lowest possible cost." William bernbach put forward that advertising writing must be creative, and the most important thing in advertising is originality and novelty. "Everything you write, everything in the print advertisement, every word, every chart symbol and every shadow should contribute to the effect of the information you want to convey." . David ogilvy founded the theory of "image design", known as "the architect in the era of image design", and wrote Confessions of an Advertiser. Summarized his own advertising practice experience. Since the publication of 1962, it has been translated into more than 20 languages and has sold more than 300,000 copies in the United States. This book is a must-read reference book for students majoring in advertising in Europe and America, including not only the creation of advertisements, but also many modern management theories. George Gribbin systematized Luo Bikai's school. He believes that "the point of writing advertisements and anything else is that the author should understand, be sensitive to and sympathize with others." In an advertisement, the other party should read the first sentence and the second sentence of the copy continuously until the last word of the advertisement is read. He clearly pointed out that advertisers must be well-read, not only writers, but all people involved in creating advertisements should write and create advertisements in this way, and should constantly revise and improve them. Advertising should be close to life, and copywriting should have a deep understanding of goods, future customers and your goods in order to create good advertisements.
During this period, many famous advertising company headquarters appeared on Madison Avenue in Manhattan, new york, USA, so this street became synonymous with American advertising industry.
3. Innovation period
Since 1970s, with the new technological revolution sweeping the world, the modern means and skills of advertising have been greatly innovated, the technologies of advertising research and prediction, media planning and advertising expression have been computerized, and the advertising theory has been constantly innovated.
In the late 1960s and early 1970s, Al Rees and Jack Trout put forward the concept of "positioning" and wrote a series of articles entitled "Positioning Times". Advertising positioning theory has spread rapidly to many countries. Recently, Jay trout published a new positioning on the basis of summing up the experience of the past 25 years, and put forward a positioning strategy that is more in line with the requirements of the times. At the same time, researches on advertising media, advertising psychology, advertising activity strategy, advertising economics, advertising sociology, advertising culturology and communication have sprung up, enriching and promoting the basic theory of advertising, and also promoting the development of advertising.