For any product to be in demand, it must have properties and qualities that will be useful to society. But in addition, its popularity can be increased through various market mechanisms, one of which is advertising.
The simplest advertising existed even in the ancient world. In Egypt, one could find papyri, which reported the sale of any property, most often slaves. Advertising then consisted of inscriptions scrawled or painted on the walls of buildings. In Greece and Rome, they were placed on tablets and engravings that were hung and read in the square.
Advertising in the West
The first advertisements in the usual sense appeared in the 15th century. Then Johannes Gutenberg invented the printing press, which marked the era of education and mass books. The very first printed announcement dates from 1472. It reported on the sale of prayer books in the church to the doors of which it was attached.
In 1630 Theophrastus zealously opened a reference office, which was engaged in the publication of printed advertisements in the French Gazette. But they were, as a rule, of a non-commercial nature, and they were submitted by individual citizens.
Later, merchants realized the benefits of advertising and started to advertise their products. Most often it was food. At first they were clear and dry. But soon the tone and character of the messages changed, and the use of plot and design techniques became common practice.
After the invention of photography in 1839, advertising text began to be supplemented not only with drawn illustrations. This, in turn, increased the confidence of potential customers, since previously the photo could not be changed without the risk of detecting forgery.
Then special agencies began to deal with advertising. They provided services for the compilation of the text, the selection of photographs, the location. So, the first company, which, among other things, was engaged in and conducting advertising campaigns is the agency Ayer and Son. It was founded in 1890.
Russian advertising
Russian merchants back in the 10th century. used advertising as a way to promote their products. So they paid a certain amount to the barkers. The latter stood next to the merchant's shop and loudly informed passers-by about the availability of this or that product, its merits.
A certain contribution to the development of the advertising business was made by folk pictures - popular prints. They conveyed information and ideas in the form of images. A significant place in them was occupied by messages of a commercial nature. And with the development of the economy, they have become a great way to advertise.
In the 19th century, advertising took on all sorts of forms: it was placed on round pedestals in the streets, children and adolescents distributed it in the form of calendars and price lists. In addition, the first advertising newspapers appeared, such as Nizhegorodskaya Yarmarka and Trade.
After the establishment of Soviet power, advertising, like all other branches of public activity, came under the control of the party. It was only a means of popularizing and promoting monopolization. Only members of the government could publish it. After the Civil War and NEP, commercial advertising began to revive again.
