What is the history of modern advertising development?

Centennial history of modern advertising art

(1)1880 ~1900.

This is the twenty years that European and American free capitalism has developed into monopoly capitalism. Many new technologies that have an important influence on human civilization, such as electric power and internal combustion engine, were invented during this period, and the railway across the North American continent was also built at this time. The popularization and development of large-scale industry has promoted the rapid development of economy, and a large number of new products have appeared. The market economy has turned into a stage of fierce competition, and commercial competition has become a major feature of the capitalist economy. A large number of goods need to be familiar to customers through some channels in order to promote sales. These promotional activities mainly include four aspects: personnel promotion, public relations, business promotion and advertising, and advertising is undoubtedly an important means of promotion.

In addition to commodities, with the development of economy, entertainment has also begun to flourish. The business objects of various dramas, acrobatics, bars and dance halls have expanded from a few powerful people in the past to a large number of middle class and even ordinary citizens. Competition in the entertainment industry has also strengthened the demand for advertising. It is in this context that modern advertising began to develop.

The advertising forms at this stage are mainly posters and street signs. Advertising design is mostly done by painters, and there are almost no professional advertising designers. Beardsley, a famous British illustrator, and Henri Tuhuz-Lautrec, a famous French painter, both drew a large number of posters and posters. At that time, the concept of advertising was basically a painting, which looked like a work of art, but the characters in the painting were holding some kind of goods, which seemed far-fetched. Unique advertising language has not yet formed. Because color printing technology is still relatively backward and expensive, lithographs account for a large proportion in poster advertisements at this stage.

(2) 1900 ~ 1920

The fierce competition of imperialism triggered the first world war between1914 ~1918, which had a great influence on the whole west. The establishment of the Geneva League of Nations after World War II further promoted the development of commodity economy in the international scope. In addition, the success of the October socialist revolution in the Soviet Union also caused great shock in the western capitalist world.

Stimulated by the war, various modern transportation undertakings (such as navigation, aviation, long-distance bus passenger transport, etc. ) have been greatly developed. In addition to traditional tourism and entertainment, the service industry has also made great progress in long-distance transportation and tourism. The proportion of service advertisements has risen rapidly. For example, the famous British luxury cruise ship Titanic put up posters to attract passengers before its maiden voyage in 19 12.

1909, Henry Ford, the American automobile king, used the assembly line for standardized production for the first time, and manufactured a civilian car with a price of only $600. Since then, cars have entered the lives of ordinary citizens and spread rapidly. The appearance of assembly line not only affected the automobile manufacturing industry. Moreover, the output of various products produced by large machines is greatly improved and the cost is rapidly reduced. As a result, the competition of various products is more intense, and commercial advertising has become a very important means of competition. With the prosperity of economy, cultural life has also been enriched. At present, there are more and more large-scale cultural performances, and the demand for posters also increases. The art field is also very active. Cubism, Fauvism, Futurism, Expressionism and a large number of modernist art schools have emerged one after another, competing to hold exhibitions of various art works, and various advertisements and posters have also stimulated the development of commercial advertisements. It is worth mentioning that 1903, a silent entertainment film "The Thief of the Train" with a length of only 12 minutes began to be released commercially, which opened a new era for movies as entertainment means. Movie posters have since become an important part of commercial advertisements.

These twenty years are an era of war and revolution, and there are a large number of non-commercial posters and posters. Britain, the United States and other countries have seen many conscription posters, and the Soviet Union has seen many revolutionary political posters.

At this time, posters and street signs are still the main forms of advertising, but magazine advertisements and classified advertisements of newspapers also appear with the development of these news media. The conception and expression of advertisements are artistic, focusing on painting effects and techniques.

The United States was not directly affected in the First World War, but its economy was stimulated by the war and developed greatly. The rapid development of advertising industry has obviously replaced the status of European powers. In the early stage of its development, American advertising showed a strong tendency of commercialization and attached importance to the transmission of commodity information. It is quite close to modern advertising in the form of expression and advertising language. It can be said that the United States laid the foundation for the development of modern advertising in these twenty years, and began to become the largest advertising country, and has remained so far.

(3) 1920 ~ 1940

From 1929 to 1933, the economic crisis occurred in western capitalist countries. There is a surplus of goods in the market. Capitalists need to work harder on promotional advertisements if they want to sell their goods. In a sense, the crisis has a certain stimulating effect on the development of advertising.

In the 1930s after the crisis, the economy resumed development, many high-end consumer goods became popular, and the structure and content of advertisements had many new changes. Fashion, jewelry, cosmetics, skin care products, and household appliances such as cars, lawn mowers and vacuum cleaners account for a large proportion. The food industry is developing rapidly, and biscuits, candy and canned food are also advertised. At this time, the prohibition of alcohol was abolished in the United States, and the advertisements for alcohol and cigarettes increased sharply. With the expansion of the middle class, tourism has become a way of life, so advertisements promoting beautiful beaches and luxurious and comfortable yachts can be seen everywhere. At this time, the American film industry is in the golden age, and a group of movie stars enjoy world reputation. Charles Chaplin's comedy, Douglas Fairbanks' Baghdad Thief, etc. Have become famous blockbusters. Since then, film advertising has become an important member of the advertising family.

The rise of Nazism and the dangerous growth of militarism have been reflected in non-commercial posters and posters. At this time, a large number of political posters appeared, both advocating fascism and anti-Nazi.

In these twenty years' advertisements, works of art are still the main ones. There are still many successful artists among advertisement writers, and some advertisements are good works of art in themselves. Of course, the emphasis on commodity information transmission has exceeded that of previous years. At that time, advertisements always tried to exaggerate the luxurious life of the upper class, created an "American dream" realm higher than the actual living standard at that time, and satisfied the yearning and pursuit of ordinary consumers for a comfortable life. In previous advertisements, women were also the theme, but at that time, female models were not necessarily beautiful, and most of them had strong personality and characteristics. In the past twenty years, more and more people pay attention to choosing my fair lady, with beautiful figure and pretty appearance as the basic theme of advertising. They are impeccably beautiful. And almost a thousand people, this has become a major feature of advertising at this time, and continues to this day.

(4) 1940 ~ 1960

World War II is the most important international event at this stage. This war has affected almost all countries in the world and has far-reaching influence. In the 1950s, Europe, which suffered heavy losses in World War II, tried to recover. After the Korean War, the United States really entered a period of stability and development. A surprising number of "post-war babies" are the product of this stage, and have a considerable impact on the next few decades. In the past twenty years, pop music has developed rapidly and has become a parallel branch with traditional cultural performances such as opera, ballet, drama and symphony. As a pioneer of rock music, Elvis Presley aroused great enthusiasm among the younger generation.

In the anti-fascist war, a large number of anti-Nazi political posters appeared in the United States, Britain, the Soviet Union and other countries. The rapid development, wide popularization and high level can be called the peak period. Many arms factories, especially American arms dealers (such as Lockheed Aircraft Company, Stubeck Aircraft Company and Shell Rock Company). At that time, people who were called "the arsenal of democratic countries" made a large number of advertisements promoting arms and fighter planes against the background of the anti-fascist war, some of which were political.

The form of the poster.

In the early postwar period, a large number of advertisements were based on quiet and peaceful scenery, which catered to the people of the world's yearning for peace. Wedding and family scenes often appear on the screen, which is quite human and full of life interest.

In the advertisements in the 1950s, artistic style still occupied a considerable proportion. But it has begun to attach great importance to commercial effects. Professional advertising design team is forming, and many new advertising technologies have emerged. In addition to the usual realistic painting, plane cutting, surrealism, comics and other expressions are widely used to create a weird atmosphere that does not exist in reality to attract consumers' attention. In the late 1950s, with the development of photographic plate-making technology, commercial photography became an increasingly important advertising technology with its convenience and authenticity.

In addition to beautiful girls in the past, lovely babies, cats and dogs and other family pets are also appearing more and more in advertisements. Smart advertisers often invite movie stars to be advertising models and use the audience's familiarity with them to improve the advertising effect.

With the rapid rise of newspapers, magazines and other mass media, posters and street sign advertisements have given way to newspaper and magazine advertisements. Considering that the target of publicity is readers, such advertisements pay special attention to catering to readers' tastes and reading habits in production. Emphasize readability. In this way, the text and copy arrangement of advertisements have reached a considerable height. Because words can convey a lot of information and play an important role, the layout of advertising copy, like painting composition, has become an important part of advertising production. (5) 1960 ~ 1980

Although the local turmoil has never subsided, on the whole, the private economy has flourished in the past 20 years. Breakthroughs in cutting-edge technologies such as microelectronics, computers, aerospace technology and bioengineering have been widely used in the economic field very quickly, greatly liberating productive forces and gaining more lasting development opportunities almost all over the world. Driven by new technology, new products emerge one after another, and the nature of the market has undergone fundamental changes. At this time, the seller's market, which is in short supply, has been transformed into a fiercely competitive buyer's market. Advertising is no longer just an isolated means of promotion, but also an important means for all modern enterprises to survive. In this sense, modern advertising was really established in these twenty years. In the past twenty years, great progress has been made in the study of visual communication means and effects, the study of consumer psychology and market demand, and the development of new product design.

In the past twenty years, with the new changes in mass media, TV advertisements have replaced magazines and newspapers as the main forms of advertising. By 1985, TV advertisements accounted for 30%, newspapers and magazines advertisements accounted for 17%, and radio advertisements accounted for 10%, while the most common posters and street signs advertisements in early years accounted for less than 2%. In addition, the emerging direct mail advertising accounts for a considerable proportion. Due to the sharp increase in advertising demand, advertising expenditure has soared to an alarming level, especially in the American advertising industry. At the beginning of this century, the annual advertising expenditure in the United States was about several hundred million dollars, and now it is close to 80 billion dollars, which is equivalent to the total national economic income of some underdeveloped countries. Some western enterprises spend a few or even ten percent of their total investment on advertising, which is the most prominent among cigarettes, alcohol, beverages and consumer goods. In addition, the competition of high-end consumer goods such as cars, cameras, audio-visual equipment and labor services is also fierce, which plays an important role in advertising.

In the past twenty years, a highly specialized advertising design team has been formed. With the rapid development of advertising industry, the division of labor is becoming more and more detailed. A special person is responsible for overall planning, copywriting, photography, painting, typography, printing and distribution. Photography has become the most important illustration method. At this time, handwriting is rarely used, but a large number of words are planted to complete it. Art painting advertising has been greatly reduced, and the main goal of modern advertising is to convey commodity information and achieve the purpose of promotion.

Due to the continuous development of international trade, advertising has also appeared "international" style, and its creative motivation, copywriting, composition, color, and even the white female models in advertisements are very similar. Although it shows a strong sense of modernity in the picture, it is difficult to judge whether it is foreign or national. Advertising has gradually formed its own model, which is very common all over the world, especially product advertising. As for music records, the covers of famous magazines, art festivals, world exhibitions and other advertisements, in order to highlight individuality, avoid similarities and have less commercial flavor, some famous painters were invited to design them in the form of paintings. For example, the famous Spanish painter Joan Miro and others have also designed some special advertisements. But the proportion of such advertisements is very small.

Since the 1970s, people began to feel that the "international" style was too commercial and monotonous, even the models were familiar, which made it difficult to attract people's attention and failed to achieve the ideal commercial effect. Therefore, we also pursue novelty and eccentricity in composition and handling techniques, and strive to make advertisements have personality and characteristics, which can attract consumers' attention.