The developement of advertising

I’ve just read the article „The development of advertising“ and it talks about the history of advertising.

Advertising started in the nineteenth century and it was used mainly to promote novelties and fringe products. But when the factory production got into swing brand-naming of products became necessary.

The economic depression marked a turning point between the old method of industrial organisation and the new. Then the depression brought a crisis of over-production and under-consumption, so the manufactured goods piled up unsold and prices and profits fell.

Then the firms realised they would be in a better position if they combined with other businesses and widened their range of goods. They would have to take steps to ensure that if the goods were produced there would be a market for them.

After the depression the firms relied on mass advertising to promote their new range of products.

A good change is the soap trade. From about 1850 the market had been flooded with many bars of soap which were produced by hundreds of small manufactures. Lord Leverhulme decided to „brand“ his soap by selling it.

He realised that advertisements should contain „logical and considered“ arguments as well as eye-catching and witty slogans.

Many advertisers followed his lead.

My favourite advertising spot is „Zalando“.

A man is standing in a room full of shoes. He says that nobody should tell his sister or his girlfriend of the online shop. He also mentions that delivering and sending back is free of charge. Suddenly the doorbell rings. His wife opens & starts shouting. Then her husband also starts shouting because the postman again brings some packages of shoes. At last the postman starts shouting.

http://www.youtube.com/watch?v=tHk42otbSNQ