A History of creative advertising
The beginning by Wight
Robin Wight, created the
idea behind the 118 118 adverts
Sunlight Vision, birth
of creative advertising
Unilever
Has over 900 brands
William Hesketh Lever,
first British tycoon
Lever spent £2m in the
first 2 decades of making soap
Lever was one of the
first ambient, he used innovative spaces for his advertising.
He had world domination
In the 20th
century Lever used different agencies
His achievement wasn’t
just getting people to want his products but that they needed his product.
1851Great Exhibition
Colour printing on a
large scale
Photos and 3D technology
Provided the blueprint
for the first shopping mall
Pre Packaging (Lewis,
2008)
1860s cereal companies
figured out how to print fold and package products mechanically on a industrial
scale.
Advertising Boom
·
Advertising
aided by tax cuts on newspapers
Printing Boom
·
1890s
technology enabled paintings to be reproduced
Lever Brothers were one
of the first multinationals
They used contemporary
paintings in there advertising, such as on there soap bar boxes where people
would collect the paintings, it was a way of getting expensive contemporary
paintings in to the average home.
The New Frock (1889),
William Powell Firth
Changed the meaning of a
image to sell soap
Alice In Wonderland
A dress rehersal (1888),
Albert Chevallier Tayler
- Used As soap advertisement in 1889
(emotional strategy)
Entertainment
BBH (Unilever accounts),
lynx advert poster, AXE anarchy
The first Creative
Agencies
Cracknell (2011) late
19c ad agencies
Agencies offered
creative services 20c (21st crowd)
First global ads
Soap and medicine
The Wedding Morning
Product placement, soap
put in advert
The Queen Of Soaps
People can use the same
soap as the queen
Capture the Children
Free gifts for children
Dove are the single
biggest user of palm oil, which is bad for the environment.
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