Ask for an English article about the development of advertising.

Judging from the earliest appearance of advertising, when and where it originated is a controversial issue in the advertising industry. Judging from the information we have come into contact with at present, it should be that advertisements appear almost simultaneously in the East and the West. However, there is no doubt that the birthplace of modern advertising is the western countries.

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. Outdoor advertising appeared and developed abroad 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 contents 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 to be 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.

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.

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