HISTORICAL MILESTONES IN ADVERTISING

Advertising goes back to the very beginning of recorded history. Archaeologists working in the countries around the Mediterranean Sea have dug up signs announcing various events and offers. The Romans painted walls to announce gladiator fights and the Phoenicians painted pictures promoting their wares on large rocks along parade routes. A Pompeii wall painting praised a politician and asked for the people’s votes. Another early form of advertising was the town crier. During the Golden Age in Greece, town criers announced the sale of slaves, cattle, and other goods. Another early advertising form was the mark that tradespeople placed on their goods, such as pottery. As the person’s reputation spread by word of mouth, buyers began to look for his special mark, just as trademarks and brand names are used today.

The turning point in the history of advertising came in the year 1450 when Gutenberg invented the printing press. Advertisers no longer had to produce extra copies of a sign by hand. The first printed advertisement in the English language appeared in 1478. In 1622, advertising got a big boost with the launching of the first English newspaper, “The Weekly News”. The invention of radio and later television created two more amazing media for the spread of advertising.

TEXT 2

Read the text then sum it up in 10 sentences and present your summary in class.

ADVERTISING

Advertising is the nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.

Let’s take this definition apart and analyze its components. Advertising is directed to groups of people, rather than to individuals, and is therefore nonpersonal. The groups, for example, might be teenagers who enjoy rock music or older adults who attend cultural events. In either case, advertising to these groups is not personal or face-to-face communication.

Direct-mail advertising often attempts to personalize the message by in­serting the receiver's name one or more times in the letter. But direct mail is still nonpersonal; a computer inserted the name. And the signature on the direct-mail advertisement is produced electronically.

Most advertising is paid for by sponsors. General Motors, Coca-Cola, and the local supermarket pay money to the media to carry the adver­tisements we read, hear, and see. But some ads are not paid for by their sponsors. The American Red Cross, United Way, and the American Cancer Society are only three of hundreds of organizations whose messages are customarily presented by the media at no charge as a public service.

Most advertising is intended to be persuasive— to win converts to a good, service, or idea. A company usually sponsors advertising to convince people its product will benefit them. Some ads, though, such as legal announce­ments, are intended merely to inform, not to persuade.

In addition to promoting tangiblegoods such as suits, soap, and soft drinks, advertising also helps sell the intangibleservices of bankers, beauti­cians, and bike repair shops. And increasingly, advertising is used to sell a wide variety ofideas—economic, political, religious, and social.

For a message to be considered an advertisement, the sponsor must be identified. This seems obvious: Naturally, the sponsor usually wants to be identified—or else why pay to advertise? But a distinguishing characteristic between advertising and public relations is that certain public relations activities like publicity are normally not openly sponsored. Advertising reaches us through various channels of communication re­ferred to as themedia.

T E X T 3

Read the text and be ready to answer the question after it.

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