Stephane Pincas, Marc Loiseau – “The History of Advertising 1842-2006”- Ed. Taschen 2008
Lucrarea poate fi considerata o calatorie fascinanta in timp, ce-i ofera cititorului sentimentul de nostalgie al unor vremuri de mult apuse si optimismul resimtit din evolutia publicitatii in toate formele ei.
Fiecare perioada este prezentata prin cele mai importante evenimente sociale, politice si economice ale contextului international, precum si efectele acestora asupra publicitatii.
Anii de pioneriat, 1842-1920 se evidentiaza prin stransa legatura cu arta la aparitia curentelor cubism si Dadaism. Celebritati precum actrita Sarah Bernhardt sau pictorul Henri de Touluse-Lautrec colaboreaza cu diferite produse pentru promovare. Acesti ani se remarca si prin campaniile sociale (votul femeilor) sau posterele de propaganda si apel la inrolare in fortele armate in perioada Primului Razboi Mondial, precum si de strangere de fonduri in perioada postbelica.
Se cristalizeaza profesia dupa ce Volney P.Balmer, prima agentie de publicitate este infiintata in 1842.
Aceasta perioada cuprinde nasterea brand-ului Coca Cola, aparitia primului logo-mascota (Ol’ Joe pentru Camel), primul slogan tradus in 4 limbi si pentru prima data se investeste 1 milion $ in publicitate (Uneeda Biscuit).
Perioda interbelica se caracterizeaza prin debutul fotografiei in publicitate, ce a generat si accentul pus pe estetica produsului si prin legatura publicitatii cu filmul (detergentul Oxydol sponsorizand serialele TV “soap operas” si totodata nasterea publicitatii pe suport de film) si cu radioul. Se promoveaza industria auto. Agentiile de publicitate trec la o noua etapa, de avant in Europa (chiar si in Rusia sovietica) precum si de promovare proprie. Pentru prima ora in campanii publicitare apare Mos Craciun.
Cel de-al Doilea Razboi Mondial aduce campanii profunde mobilizante. Propaganda este folosita de brand-uri. Publicitatea inregisteaza un progres prin imbunatatirea calitatii reproducerilor ce a marcat sfarsitul erei ilustratiilor si totodata prin faza incipienta a campaniilor “scandaloase”. Pe acest fundal, print-urile devin din ce in ce mai atragatoare.
Anii 1960 se caracterizeaza prin curentul Pop Art, prin campanii protest contra razboiului din Vietnam. In acelasi timp are loc o lupta pentru egalitatea intre sexe, dar si perioada baby boom. Ca progrese pot fi mentionate advertorialele si atentia asupra eticii.
Era globalizarii a inceput odata cu anii ’80 si in aceasta perioada publicitatea a cunoscut o incredibila extindere si diversificare in mesaje si abordari.
“The History of Advertising 1842-2006” poate fi si un ghid al inceputurilor de brand, al dezvoltarii acestora , oferind date atat despre companii, cat si o evolutie in ilustratii a promovarii produselor.
Pe langa aceasta incursiune in lungul drum al publicitatii din zilele noastre, autorii incearca sa contureze tendintele domeniului si directia urmata.
Cartea ofera si date despre personalitati marcante ale publicitatii, precum si despre cele mai influente agentii.
Lucrarea prezinta interes tuturor profesionistilor din domeniu, pasionatilor de arta, de grafica si celor ce doresc sa descopere istoria secolului XX vazuta din alt unghi.
The paper could be considered a fascinating journey in time, who gives the reader the nostalgia of past times and the optimism inspired by the evolution of advertising in all of its forms.
Every period is presented through its most important social, political and economic international event, as well as their effects on advertising.
The pioneer years 1842-1920 stand out through the strong connection with art by the birth of Cubism and Dadaism. Celebrities such as actress Sarah Bernhardt or painter Henri de Touluse-Lautrec collaborate with different products with promotion purposes. These years stand out also through social campaigns (women’s vote) or propaganda posters and military enrolment appeal during the first World War, as fell as fund raisings in the post war period.
- The profession of an advertiser is crystallized after Volney P. Balmer, the first agency is founded back in 1842.
This period includes the birth of Coca Cola, the birth of the first logo mascot (Ol’ Joe for Camel), the first slogan translated in 4 languages and for the first time 1 million $ is invested in advertising (Uneeda Biscuit).
The period between the two great wars could be characterized by the debut of photography in advertising, which generated the accent on the product’s aestetics and through the connection of film and advertising (Oxydol detergent’s sponsorship on soap operas and also the birth of advertising on film support) and with radio. The auto industry is being promoted. Agencies step to another level, of enthusiasm in Europe (even in soviet Russia) as well as of self-promotion. For the first time Santa Claus appears in an advertising campaign.
World War II brings profound mobilizing campaigns. Propaganda is used by brands. Advertising experiences progresses through the improvement of reproductions’ quality which marked the end of an era of illustrations, and also through the start on “scandalous campaigns”. Having this background, prints become more and more attractive.
The sixties could be featured by Pop Art, by protests campaigns against the Vietnam War. In the same time a battle for the equality of sexes took place, as well as the baby boom period. As progresses, one can mention advertorials and the focus on ethics.
The era of globalization began with the 80es and in that period advertising experienced an incredible extend and diversification in messages and approaches.
“The History of Advertising 1842-2006” could be a guide to the beginnings of brands and to their development, offering information about companies, as well as an evolution throughout photos af product promotions.
Along this incursion in the long road of our days’ advertising, the authors try to point put trends and a following direction.
The book offers information about leading advertising personalities, as well as about the most influent agencies.
The paper is of interest to professionals, art and graphics passionates and to those who wish to discover the twentieth century history viewed from another angle.
