Advertising – engine of commerce
Advertising is the promotion of goods or services through the use of slogans, images, and other attention-getting devices. The goal of most advertising is to make the public want to buy whatever is being advertised. People also use advertising to make the public form opinions about things.
Ads appear almost everywhere. They are found in newspapers and magazines. They appear on television, radio, and the Internet. Advertising and brand logos appeared regularly on T-shirts, baseball caps, key chains, clothing, plastic cups and mugs, garbage cans, bicycle racks, parking meters, the bottom of golf cups, in public restrooms, on mousepads, in public school hallways.
Governments usually pass laws to make sure that ads are truthful and do not offend consumers.
Signs were the first form of advertising. Even thousands of years ago people created hand-lettered signs to advertise their goods and services. The invention of the printing press in the 1400s expanded this type of advertising.
Advertising has become a part of our life. It seems that we almost do not notice it, because we are used to it. Nevertheless, manufacturers continue to invest in the promotion of their goods and services colossal funds. Today advertising is a huge part of business around the world.
Advertising often makes us get used to some new things. So, in the XIX century smoking was not considered a bad habit. It was a kind of ritual or entertainment. People smoked on a visit, during the conversation, it was part of communication. In the 1890s, tobacco tycoon James Duke was the first to establish a mass production of cigarettes, which were much cheaper than cigars. Advertising them, he argued that cigarettes best match the accelerating rhythm of life. The incomes of cigarette companies have increased dramatically.
No matter how strange it may seem, at the beginning of the last century people rarely cleaned their teeth. To make the inhabitants buy Pepsodent toothpaste, copywriter Claude Hopkins came up with advertising posters depicting girls with a snow-white smile. The message was simple: brush your teeth with this paste twice a day – and they will be beautiful! At that time it was an innovative idea, and advertising worked.
The phrase “fresh breath” appeared solely through advertising. It all started with the fact that in the 1920s, the company Listerine began to produce sprays for the mouth. To successfully sell them, the authors of advertising began to frighten potential consumers of the goods, convincing them that the smell from the mouth is a serious problem.
At the beginning of the XX century, farmers from California asked the advertiser Albert Lasker to come up with an idea to stimulate the sale of oranges. Lasker began to advertise orange juice, which at that time was not a popular drink. Advertising talked about how this juice was useful and how many vitamins it contained. Lasker also recommended starting the morning with a glass of orange juice, and it is still practiced in the US.
It is unlikely that anyone will argue that the logo is the face of the company and, of course, in a certain way affects the popularity of certain brands. By the way, not always the logos of the most successful and popular brands are created by “cool” designers and require large financial costs.
So, the Coca-Cola logo did not cost the company’s owners a cent. As the legend says, its author is the accountant and companion of the founder of the firm, Frank M. Robinson. He also came up with the name of the company. The first logo of Coca-Cola appeared in 1886, since then, the logo has not changed much.
The Nike logo was created in 1971 by student Carolyn Davidson. The girl was hired by the owner of the firm Phil Knight to work with graphic materials. One day, Carolyn was asked to draw a company logo. For the work she received … 35 dollars.
The Apple logo, according to myth, was created completely free. Its creator was the designer Rob Janoff from Regis McKenna’s office. Janoff and McKenna agreed to help the young company for free, only to quickly get rid of annoying Steve Jobs…
The Twitter logo was purchased for only six dollars in one of the stock photobanks. As a result, its author Simon Oxley never got rich, although he managed to become famous due to this.