A Brief History of Advertising

McDonald, Colin; Scott, Jane

doi:10.4135/9781848607897.n2

Cited by 17 publications

(6 citation statements)

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“…This tendency also has a long history in advertising research. Literary analyses of advertising emerged as a theoretical counterpoint to managerially-oriented theories that represented an advertisement as a mediated personal selling encounter (Dinner et al, 2014;McDonald and Scott, 2007;Praveen et al, 2017;Sethuraman et al, 2011). The idea that advertising must be analogous to salesmanship in print (Kennedy, 1924) (or radio, or video) is retained in normative practice models of the Attention-Interest-Desire-Action (AIDA) model of advertising persuasion.…”

Section: Evolving Paratextual Advertising Practices Under Convergencementioning

confidence: 99%

Advertising at the threshold: Paratextual promotion in the era of media convergence

Hackley

2018

Marketing Theory

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In the media convergence era, brands are embracing hybrid forms of advertising communication such as branded content, product placement and sponsored TV 'pods', brand blogs, share-able video, programmatic advertising, 'native' advertising and more, as alternatives to, and extensions of, traditional mass media advertising campaigns. In this paper we draw on Genette's (2010) theory of transtextuality to re-frame this phenomenon from a paratextual purview. We suggest that the analogy of the paratext articulates the iterative, ambiguous, participative, and intertextual character of much contemporary brand communication. We describe extended examples of paratextual advertising and promotion that illustrate the fluid and mutually contingent relation of advertising text to paratext, and we outline an analytical framework for future research and practice. Introduction: advertising as paratextThis paper introduces the notion of the paratext, the text about the text, to the tradition of literary advertising analysis in marketing and consumer research (Brown, 2016a;Stern, 1989;1993a). Many studies have conceived of mass media advertisements as primary texts that can be subjected to close analytical readings McQuarrie and Mick, 1999;McQuarrie and Phillips, 2005;Scott, 1994) but marketing and consumer researchers have largely neglected both the paratextual character of advertising, and the advertising potential of paratexts. Paratexts have been considered secondary to the primary text, as a title, a review, a footnote, a cover 'blurb' or a preface is considered secondary to the literary work to which it refers. Yet, paratexts frame and cue the culturally constituted meanings of texts, acting as thresholds that "shape the reading strategies that we will take with us "into" the text" (Gray, 2010, p. 26). We draw on Genette's (2010; Genette and Maclean, 1991) theory of transtextuality and on developments of paratextual theory in film, television and media

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Section: Evolving Paratextual Advertising Practices Under Convergencementioning

confidence: 99%

Advertising at the threshold: Paratextual promotion in the era of media convergence

Hackley

2018

Marketing Theory

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“…There was evidence of adverts in the early civilisation of Egypt, Greece, and Rome mainly for directions and the sale of books. Advertising has grown through the Industrial Revolution, the 19th century, post-World War II and current times [52]. Today, adverts are showcased through many mediums, ranging from multimedia (TV & radio), print (newspapers and magazines) and the internet (social media and web pages).…”

Section: Impact Of Advertising On Product Awarenessmentioning

confidence: 99%

Proposing an Approach for the Diffusion of Building Integrated Photovoltaics (BIPVs)—A Case Study

Amo Awuku,

Bennadji,

Muhammad-Sukki

et al. 2024

New Energy Exploit. Appl.

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Consistent probing into building integrity has led to the exploration of clean energy options such as building integrated photovoltaic (BIPV). BIPV has proven to be aesthetically pleasing, architecturally feasible, and capable of making buildings energy producers instead of mere energy consumers. Despite the enormous benefits of BIPV, its adoption and diffusion have been relatively sluggish and remain far below expectations, especially in developing countries like Ghana. This empirical study aims to assess the impact of advertising on BIPV awareness in Ghana. It also highlights the aesthetic preferences of various respondents. The study uses online surveys to gather quantitative data from 412 respondents across all 16 regions of the country. An initial study conducted on the awareness of BIPV in Ghana indicated a low rate of awareness. Therefore, a sensitisation poster and architectural visualization (AV) were adopted to boost awareness across all 16 regions of the country. Awareness of BIPV increased from 18% to 79.5% after the introduction of the sensitisation poster. Also, 88.8% of the respondents preferred BIPV to Building Applied Photovoltaic (BAPV) mainly because of aesthetics (beauty) and the cost benefits. The respondents indicated that aesthetics is paramount when choosing solar panels for their homes. This study therefore recommends high investment in awareness creation, development of specific design guidelines for BIPV applications and establishment of demo projects in developing countries. The findings of this study contribute to the existing literature on BIPV adoption and may be useful for BIPV manufacturers, marketers, government, and other stakeholders as it provides evidence on the often-neglected approach to BIPV diffusion.

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“…In fact, as Sherman (1900) pointed out, magazines did not contain advertising for any product until the February 1860 issue of The Atlantic appeared. Magazine advertising began to increase in the 1870s, as publishers recognized it could help lower costs for subscriptions and newsstand copies; by 1900, advertising (in general) accounted for two thirds of magazine revenues (McDonald & Scott, 2007). Specific figures for patent medicines are difficult to locate, but as Bok (1901) noted, excluding proprietary-substance ads from the Ladies ’ Home Journal cost the magazine upward of US$100,000 per year during the 1890s.…”

Section: Magazine Journalism and Patent Medicinesmentioning

confidence: 99%

Magazine Journalism in the Golden Age of Muckraking: Patent-Medicine Exposures Before and After the Pure Food and Drug Act of 1906

Denham

2020

Journalism & Communication Monographs

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Although studies in mass communication and investigative journalism have examined associations between newspaper reporting and policy formation, little research has focused on the policy influence of magazine coverage. In addition, given research questions that implicitly or explicitly conclude with policy implementation, studies have tended to analyze materials prior to the passage of legislation with little attention paid to subsequent reporting. This monograph examines magazine coverage of patent medicines before and after the Pure Food and Drug Act of 1906 became law. Patent medicines, which appeared in the form of cure-alls, headache remedies, and soothing syrups, emerged long before the federal government regulated substances such as morphine and cocaine, and nostrums often included these substances in addition to alcohol. Near the turn of the 20th century, magazine journalists began to draw attention to the hazards associated with patent medicines, building an agenda for policy reform. The Pure Food and Drug Act of 1906 required manufacturers to list habit-forming substances and the quantities of those substances on product labels, and sales showed an appreciable decline; however, companies continued to profit. An examination of magazine articles showed that, in addition to patent-medicine manufacturers, newspapers received significant criticism for advancing industry interests through advertising. As a partial result of outlandish claims made in advertisements, problems with patent medicines continued after implementation of the Pure Food and Drug Act. Government officials and the U.S. Supreme Court were among those who undermined the 1906 law. Implications for investigative journalism, history, and public policy are discussed.

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A Brief History of Advertising

Cited by 17 publications

References 0 publications

Advertising at the threshold: Paratextual promotion in the era of media convergence

Advertising at the threshold: Paratextual promotion in the era of media convergence

Proposing an Approach for the Diffusion of Building Integrated Photovoltaics (BIPVs)—A Case Study

Magazine Journalism in the Golden Age of Muckraking: Patent-Medicine Exposures Before and After the Pure Food and Drug Act of 1906

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