preface

Advertising, from its birth to today

What is advertising?

The birth of advertising media

Types of advertising media
First advertisement, poster
The birth of a newspaper
coupon
Catalogs and pamphlets

Everything about advertising agencies

The birth of an advertising agency

All About Advertising Techniques

The Beginning of Scientific Advertising
War and Advertising
Introduction of the investigation
Creative Revolution
The True Creator, William Burnbuck
character
The birth of a brand
The power of a brand
Brands and Trademarks
Brand and slogan
PPL = indirect advertising
Sponsorship
virtual advertising
Comparative advertising
Public service announcement
teaser ad
CM song
celebrity advertisements

Newly Changing Advertising

Changes in advertising
Planned obsolescence
Expansion of demand base
Market expansion through luxury
Consumption is psychology!

21st Century Advertising

The Birth of Marketing
viral marketing
online advertising
Advertising in the Smartphone Age
Neuroscience and Advertising

Advertising that rules the world

How much will the advertising cost be?
How do advertisements influence humanity?
More direct political advertising
Advertising sells psychology, not products.
Hate seeing ads? Then try something else!
Advertisements dominate the program
If you want to watch without commercials
Advertising Ethics and Regulations
The Future of Advertising

References

From the history of advertising to the future of advertising,
A to Z of Advertising

The history of advertising begins with the history of advertising media.

The most important thing in advertising is the advertising medium.
Advertising refers to an activity to inform consumers about a product (or service), and the advertising media plays a role in connecting consumers and products.
Advertising is difficult to achieve without advertising media, and therefore the history of advertising media can be said to be the history of advertising.
What was the first advertising medium? Broadly speaking, the poster was likely the first means of advertising, the first advertising medium.
The word 'poster' comes from 'post' (a wooden pole), and posters started out as posters that were attached to wooden poles on the street.
Therefore, in ancient Egypt around 5000 BC, something that was put up on a wall or tree to announce something could also be called a poster.
However, among advertising media, 'signboards' displayed in front of stores have existed since ancient Egypt, and it is not clear which advertising media appeared first.
However, it is clear that today's complex advertising and various advertising media originated from ancient times when people used them to inform others about certain facts, objects, and places.

War and Advertising

You've probably seen a poster with a foreigner pointing straight ahead and saying 'I WANT YOU'.
When World War I, a war that cannot be left out in the history of human warfare, broke out, a new change occurred in the history of advertising.
This is where propaganda began to have a significant effect.
During the war, when a lot of manpower was needed, posters were created to encourage people to join the army, and the effect was enormous.
Although effective propaganda resulted in the deaths of many people, it became an epoch-making element in the history of advertising and war.


A creative revolution sweeping the advertising industry

Advertising was originally implemented as a way to persuade consumers by conveying the characteristics of a product.
In a logical way, such as, 'Our product has these characteristics and these are good points, so please buy it.'
However, as numerous products emerged and similar products began to overflow, traditional advertising methods became insufficient to persuade consumers.
Then, those who wanted to promote advertising in a different way than before appeared.
Simply being honest about the product's information and characteristics was not enough to differentiate it from the numerous other similar products.
So what we came up with was a way to differentiate our advertising.
They wanted to break the conventions of traditional advertising.
The unique and creative advertising that was born in this way made the identity of an ordinary product seem more special.
Among today's advertisements, there are probably some that are particularly memorable.
Is it simply the quality of their products that makes them particularly memorable? The words of William Burnbuck, a genius creator known as the Picasso of advertising, offer a glimpse into the essence of advertising creativity.

“Advertising is an art, not a science.”
“It is not what you say that moves people, but how you say it.”

21st Century Advertising

As we entered the 21st century, advertising also began to change.
The concept of 'marketing' was born, moving beyond short-term, temporary advertising.
If advertising is simply an introduction to persuade consumers, marketing is all activities related to the market, including planning activities, market research, commercialization, advertising, and sales promotion, to smoothly deliver products from producers to consumers.
Just as there are various advertising techniques, there are also various marketing methods.
Meanwhile, in modern times, with the Internet becoming more active and smartphones becoming more widespread, online advertising and smartphone advertising have also emerged.
The advertising industry, recognizing that the Internet and smartphones are constantly ubiquitous in our daily lives, is implementing ad tech that leverages the media environment to execute advertisements.
Imagine we're alone in our room, shopping and watching videos on our smartphones.
We think we're alone, but someone is tracking our every move and accumulating big data about what we like.
The ads we see on our smartphone screens are ads generated through this.

Advertising today is
Not wearing the face of an advertisement

The age of advertising deluge we face is not simply an age of overflowing advertising.
While advertisements in the past appeared in front of us in a form that was recognizable as advertisements, advertisements today appear in front of us in a form that is so different that we don't even realize we are looking at an advertisement.
We are exposed to advertising more than we think, every moment.
Now, indirect advertising is so prevalent on screens that people joke, “Is this PPL too?” or “I guess that’s a sponsorship.”
We think we're watching a sports game, but what we're actually seeing are countless commercials, and when we see the main character eating something in a drama, we find ourselves craving it too.
Broadcasting stations are busy inserting advertisements between programs without wasting a single moment.
Now, not only TV but also smartphones constantly bombard us with countless advertisements.
A product from a mobile shopping mall that I was debating whether to buy a few minutes ago is now floating as a banner in a corner of the news article page I'm reading.


After watching a video on a video site, similar videos appear in succession, and advertisements for topics of interest to me appear in the middle of the videos.
In this way, today's advertising persuades and seduces more subtly and meticulously.
There is a huge difference between looking at an advertisement with eyes that do not know the reality of the advertisement and looking at an advertisement with eyes that do know the reality of the advertisement.
This applies to both those who see the advertisements and those who create them.
As the perspective on advertising expands, the way we perceive and create advertising also changes.
When you know advertising, you see the world differently.
To live wisely in the world, we need to look at advertising wisely.
Now, let's enter the world of advertising!