Origin and Growth of Advertising

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The history of advertising dates back to the early days of human civilization. The evolution or growth of advertising can be briefly stated as follows: Early Forms of Advertising: Three forms of advertising existed during the pre-printing period, i.e. before 15th century. The three forms are as follows: a) Trade Marks: In olden days, artisans used to inscribe on their goods such as pots, wooden tools, etc., certain marks such a stars, moon, tiger, etc. Such marks came to be regarded as trade marks. The trademark was treated as a form of advertising because the reputation of a particular trademark spread by word of mouth. The buyer used to look for such marks before buying the product or tools at the village fairs or such other places. b) Town Criers: Prior to 15th centaury, shopkeepers and other sellers appointed town criers to popularize their stores and products. The town crier wore clowny cloths and played a musical instrument such as drum or a flute and attracted the attention of the people at the village fairs, bazaars etc. the town crier used to offer samples and praise the shop and the product soled by the shops. Town crier were treated as a form of advertising as they attracted the attention of t5he people and also induced or persuaded the people to buy the products popularized by them. c) Sign Boards: Signs or signboards have been in use for over 5000 years. In those days, sellers used to paint signs on the rocks or boards about their goods. People were attracted by those signs and purchased the product popularized by the signs or signboards. For e.g., a sign of cow was used for dairy products, row of ham for butcher’s shop etc. Birth of Printing Press: In 1438, Johan Gutenberg invented the crude form of printing press. This made possible the printed advertisements in the following forms: a) Hand Mills: In 1477, William Caxton from London brought out the first ever-printed advertisement in the form of a hand mill. The advertisement was for...
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