Lesson Plan
Course Title:
Graphic Design & Illustration
Session Title: The History of Advertising
Lesson Duration: Approximately one to two 90-minute class periods
[Lesson length is subjective and will vary from instructor to instructor]
Performance Objective: Upon completion of this lesson, the student will be able to discuss
the history of advertising in the U.S.
Specific Objectives:
1. Define terms associated with the lesson.
2. Identify key historical developments in advertising.
3. Discuss implications of technology on the advertising industry.
4. Create a timeline for the History of Advertising.
Preparation
TEKS Correlations:
130.88 ( c) (1) (A)
The student applies academic knowledge and skills in art and design projects. The student is
expected to: apply English language arts knowledge and skills by demonstrating use of content,
technical concepts, and vocabulary; …and composing and editing copy for a variety of written
documents such as brochures, programs, posters, flyers, and magazine covers;
130.88 ( c) (2) (A)
The student understands professional communications strategies. The student is expected to:
adapt language for audience, purpose, situation, and intent such as structure and style;
130.88 ( c) (2) (B)
organize oral and written information;
130.88 ( c) (2) (C)
interpret and communicate information, data and observations;
130.88 ( c) (5)
The student understands design systems. The student is expected to analyze and summarize
the history and evolution of related fields.
130.88 ( c) (11) (B)
The student develops an increasing understanding of graphic design and illustration. The
student is expected to: research history and evolution of art and design by:
(iii) comparing current visual arts technologies with historical technologies.
Instructor/Trainer
References:
http://scriptorium.lib.duke.edu/eaa/ Duke University’s uber-thorough guide to all that is or has
been advertising
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
1
Instructional Aids:
The History of Advertising Slide Presentation
The History of Advertising Outline Handout
The History of Advertising Quiz
The History of Advertising Quiz Key
The History of Advertising Rubric
Materials Needed:
Poster board
Ruler
Color Pencils
Equipment Needed:
Computer and projection system with appropriate software to display slide presentation
Internet or library access to do research
Learner
None
Introduction
MI
Introduction (LSI Quadrant I):
SAY: As a young, developing advertising professional, it is important for you to
have a working knowledge of the ad industry.
ASK: Have you ever wondered when advertising first started or who is the father of
magazine advertising in America?
SAY: Today we will look at a general overview of the History of Advertising.
Outline
MI
Outline (LSI Quadrant II):
Instructor Notes:
I. General overview
A. Origins
B. Word of mouth
C. Town criers
The slide presentation can
be used in conjunction with
the outline.
II. Timeline through 2000
A. 1704 – first newspaper ad published
B. 1729 – Benjamin Franklin/Philadelphia Gazette
C. 1749 – Benjamin Franklin/General Magazine
D. 1833 – Benjamin Day/Sun
E. 1843 – first advertising agency
F. 1873 – advertising convention
G. 1880 – first department store full-time
advertising copywriter
H. 1882 – first big budget client ($11,000 on ads
for soap)
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
2
I.
J.
K.
L.
M.
N.
O.
P.
Q.
R.
S.
T.
U.
V.
W.
X.
1893 – cola company has the first registered
trademark
1900 – Business Getting department created
1906 – first $1mil ad client (promotes cereal)
1916 – National Outdoor Advertising Bureau
1923 – first sponsored radio show
1929 – Stock Market crash causes advertising
revenue to plummet
1936 – magazine publishes $100 mil in ads
1938 – radio becomes dominant form of
advertising
1941 – first television ad
1954 – color television makes debut
1967 – Mary Wells becomes first woman to
head an advertising agency
1971 – Congress bans cigarette advertising via
broadcast media
1981 – music television debuts
1990s – product placement becomes very
common
1993 – Internet changes ad delivery
1999 – one company moves to standardize all
internet advertising
Application
MI
Guided Practice (LSI Quadrant III):
The teacher will show the slide presentation using the information from the History of
Advertising Outline in the U.S.
The students are encouraged to interact with the teacher as he or she explains
historical points. Students may contribute thoughts about the implications of
technology on the advertising world specifically with regard to social media,
crowdsourcing, and niche marketing which they may be most familiar.
MI
Independent Practice (LSI Quadrant III):
Using the History of Advertising Outline, students will create an illustrated timeline
on poster board (or electronically, if desired).
Using the internet and/or library resources, students will research one additional item
regarding the history of advertising and add it to their illustrated timeline.
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
3
Summary
MI
Review (LSI Quadrants I and IV):
Conduct a question and answer session – allow students to ask questions about
any points that they may not be clear on and call on individual students to assess
their understanding.
Evaluation
MI
Informal Assessment (LSI Quadrant III):
The teacher monitors individual progress as students work on activities, and
provides individual help/redirection as needed.
The teacher will encourage the students to be creative in illustrating their timelines
and make sure they understand the criteria for creating their History of Advertising
poster board timelines.
MI
Formal Assessment (LSI Quadrant III, IV):
The students are assessed with the quiz provided.
The timelines will be evaluated using the History of Advertising Rubric.
Extension
MI
Extension/Enrichment (LSI Quadrant IV):
Students who would like to learn more about the history of advertising may research
and include more than one additional item on their timelines and present their
findings to the class.
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
4
Name: __________________________
The History of Advertising Quiz Key
DIRECTIONS: Circle the number which corresponds with the best answer for each question below.
1. The earliest form of advertising was what?
a. Billboards
b. Councils
c. Newspapers
d. Tablets
e. Word of mouth
2. In 1704, what happened?
a. The first ad agency was started
b. The first ad was paid for
c. The first newspaper was published
d. The Gutenberg Bible was first printed
e. The union army advertised on their mess kits
3. The first big budget client buys ads for what product?
a. Car
b. Shoes
c. War Bonds
d. Soap
e. Cereal
4. The first woman to head a major advertising agency in 1964 was who?
a. Ingrid Bergman
b. Betty Crocker
c. Sylvia Plath
d. Gretchen Thurman
e. Mary Wells
5. What is product placement?
a. How high on the shelf you place the merchandise
b. Non‐commercial scuba welding
c. Selling a product at the highest price possible
d. Using movies to advertise products
e. Using one product to advertise another
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
5
Name: __________________________
History of Advertising Quiz
DIRECTIONS: Circle the number which corresponds with the best answer for each question below.
1. The earliest form of advertising was what?
a. Billboards
b. Councils
c. Newspapers
d. Tablets
e. Word of mouth
2. In 1704, what happened?
a. The first ad agency was started
b. The first ad was paid for
c. The first newspaper was published
d. The Gutenberg Bible was first printed
e. The union army advertised on their mess kits
3. The first big budget client buys ads for what product?
a. Car
b. Shoes
c. War Bonds
d. Soap
e. Cereal
4. The first woman to head a major advertising agency in 1964 was who?
a. Ingrid Bergman
b. Betty Crocker
c. Sylvia Plath
d. Gretchen Thurman
e. Mary Wells
5. What is product placement?
a. How high on the shelf you place the merchandise
b. Non‐commercial scuba welding
c. Selling a product at the highest price possible
d. Using movies to advertise products
e. Using one product to advertise another
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
6
The History of Advertising in the U.S.
OUTLINE – 1704-2000
A General Overview
•
•
•
Advertising has not always been as glamorous as it seems to be in this day of mass media in
America.
The most reliable source of advertising in the old days (before print) was word of mouth.
The town crier was the source of most information, and this was one of the early ways that
people advertised.
In 1704, the first newspaper ad was published.
•
It was an announcement about a house for sale in the Boston Newsletter.
In 1729, our forefather Benjamin Franklin began the advertising tradition in
America.
•
His Philadelphia Gazette had a full page of advertisements.
Ben Franklin also started magazine advertising in 1749 with his General
Magazine.
•
The first successful newspaper (after our founding as a nation) was in 1784, also in Pennsylvania.
It was even called the Advertiser!
In 1833, Benjamin Day started the first successful “penny newspaper” in New
York called the New York Sun.
•
•
He revolutionized distribution by selling lots of 100 newspapers to young boys to sell on the
street.
By 1837, circulation had reached 30,000 making it the world’s largest newspaper.
The first Advertising Agency opened in 1843.
•
•
Believe it or not, it was also in Philadelphia! A man named Volney Palmer was the first true ad
agency man.
He was in charge of brokering space for advertising more than for the actual creation of the ads.
In 1873, there was a convention of advertising agents in New York.
•
•
A few years later, James Walter Thompson created the position of “account executive” for
himself, and went into the business of general magazine advertising.
This was the beginning of creative advertising in this country.
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
7
1880 – First full-time retail advertising copywriter
•
In 1880, Department store founder John Wanamaker became the first retailer to hire a full-time
advertising copywriter, John E. Powers.
In 1882, Proctor and Gamble became the first “big budget” client with $11,000
to spend on advertisements.
•
Selling soap was big business in America!
In 1893, Coca-Cola had the first registered trademark.
•
•
The company bookkeeper came up with the original first mark for the brand.
His name was Frank Robinson.
In 1900, N.W. Ayer started a “Business Getting” Department in their agency.
•
This department was based on the marketing needs of their clients. Marketing in America now
had a name. “Business Getting” was what it was all about.
In 1906, the first million dollar advertising client was born.
•
The W.K. Kellogg company broke that million dollar barrier to promote its cereal products.
In 1916, outdoor billboard ads came mostly under the control of a group of
representatives from many different agencies that formed a new entity.
•
The National Outdoor Advertising Bureau controlled about 75% of all outdoor ads placed at this
time.
The first sponsored radio show was the “Eveready Hour” in 1923.
•
In 1924, Goodrich Tires also sponsored a program, and the age of radio advertising was then
fully in bloom.
1929 – The Stock Market Crashes!
•
Advertising revenue plummets. From a high of $3.5 billion, it reaches only $1.5 billion by 1933.
Life Magazine begins its life in 1936.
•
Life publishes over $100 million dollars in ads and is the most financially successful magazine the
country has ever seen, primarily due to ad revenues.
Radio surpasses magazines as the dominant form of advertising in 1938.
•
This is the year “War of the Worlds” was on the radio, making America fear alien attack.
1941: Television’s first broadcast ad!
•
A Bulova watch ticked for 60 seconds while 7500 televisions in New York were tuned in to see
it… the thrill of watching a watch.
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
8
By 1954, CBS was the largest advertising medium in the world.
•
Color came into the picture, and the world was set on its ear. Everyone had to have a color
television!
In 1967, Mary Wells became the first woman to head a major advertising
agency.
•
In the heat of the Women’s Movement, we soon were to see the impact of a woman having a
great deal of influence on the direction advertising was taking in America.
In 1971, Congress banned advertising cigarettes via broadcast media.
•
Advertising in general felt the bruises from the restraint, and re-channeled all of the ads into
magazines and billboards.
MTV debuts in 1981.
•
A new, frenetically paced style of television advertising tries to emulate the music videos that
youth was quickly coming to expect.
1993 brings the Internet to over 5 million people worldwide and changes the
way ads are delivered yet again.
•
•
Ads pop up, pop under, and become a general nuisance to most computer users.
Special software programs are written to help eliminate unwanted ads from the computer
screen.
In 1999, an old favorite name, Proctor and Gamble, moves to standardize all
internet advertising.
•
This occurs as billings for internet advertising near the $3 Billion mark.
With the new millennium, product placement has become quite common in
advertising.
•
•
•
Next time you buy a movie ticket or tune in to a commercial television program, watch for your
favorite stars wearing a Rolex, swigging a Pepsi, driving an Audi or Volvo, or munching on
Doritos.
Internet popups, banners, and email advertisements are commonplace.
Niche marketing, crowdsourcing, and virtual placement are other common practices in
advertising.
Where did all of this start?
•
Most modern advertising can essentially trace its roots to the invention of the Gutenberg
printing press with moveable type back in 1441. The rest of it is almost a natural evolutionary
process. With new inventions come new ways to advertise. So the next time you sit down with
that paper, realize that it was print advertising that revolutionized the way things are done.
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
9
THE HISTORY OF ADVERTISING RUBRIC
Criteria
Completeness
(30 points)
Timeline items
(20 points)
Graphic
Design
elements
(20 points)
Creativity
(20 points)
Professional
Appearance
(10 points)
Comments:
Exceptional
Above Average
Below Average
Unacceptable
25-30 points
12-24 points
1-11 points
0 points
Work is
complete and
presents a
unified whole.
Work is
complete, but
lacks unity in the
composite.
Work is
incomplete.
No attempt was
made to produce
the document.
17-20 points
8-16 points
1-7 points
0 points
All of the
Timeline items
are represented
and detailed.
Some of the
Timeline items
are missing or
are not detailed.
Many of the
Timeline items
are missing or
are not detailed.
Most of the
Timeline items
are missing or
are not detailed.
17-20 points
8-16 points
1-7 points
0 points
Graphic Design
elements are
successfully
applied.
Graphic Design
elements are
applied but need
refinement to
achieve success.
Graphic Design
elements are
poorly applied.
No evidence of
application of any
graphic design
elements.
17-20 points
8-16 points
1-7 points
0 points
Design ideas
are original in
thought and
exceptionally
creative.
Design ideas are
somewhat
original and
creative.
Limited
evidence of
creativity and
originality in
thought.
No evidence of
creativity or
originality in
thought or
execution of
project.
9-10 points
5-8 points
1-4 points
0 points
Professional
project.
Final product is
neat and
professionally
presented.
Good
presentation of
project. Only
minor corrections
are needed
Fair
presentation of
project. Several
errors are
evident.
Project is
unprofessional.
Errors distract
significantly from
the content.
TOTAL
POINTS:
AAVTC: Graphic Design & Illustration: The History of Advertising: A General Overview
Copyright © Texas Education Agency, 2013. All rights reserved.
10
Points