Design, Investigation & Culture: Lesson 04
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Expertise Multimedia/Web Design, Photography, Information Design and Human-Computer Interaction.
LESSON 4: ORIGINS OF MODERN ADVERTISING
Lecturer Itamar Medeiros (Brazil) BA in Industrial Design; PgDip in Information Design; MSc In Design.
/29 DESIGN INVESTIGATION & CULTURE
welcome to DESIGN INVESTIGATION & CULTURE
LESSON 4: ORIGINS OF MODERN ADVERTISING
Student will learn about the main periods of western culture, understanding its history from both an artistic and technological background.
/29 DESIGN INVESTIGATION & CULTURE
LESSON 04: CULTURE LECTURE learning outcome
How advertising is shaped and shapes culture.
LESSON 4: ORIGINS OF MODERN ADVERTISING
An overview of media technology on the 20th century, in particular, the origins of modern advertising.
/29 DESIGN INVESTIGATION & CULTURE
LESSON 04: CULTURE LECTURE content
LESSON 4: ORIGINS OF MODERN ADVERTISING
Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
But “institutional” advertising has for a century sought to build corporate reputations without appealing for sales.
LESSON 4: ORIGINS OF MODERN ADVERTISING
Usually advertising attempts to persuade its audience to purchase a good or a service.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
LESSON 4: ORIGINS OF MODERN ADVERTISING
Authors distinguish advertising from salesmanship by defining it as mediated persuasion aimed at an audience rather than one-to-one communication with a potential customer.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
LESSON 4: ORIGINS OF MODERN ADVERTISING
In western history, advertising has responded to changing business demands, media technologies, and cultural contexts.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
Since the 1920s, advertising has grown massively, and current advertising expenditures are eighty times greater than in that decade.
LESSON 4: ORIGINS OF MODERN ADVERTISING
ADVERTISING what is it?
New media – radio, television, cinema, and the Internet – deliver commercial messages in ways almost unimaginable 80 years ago.
DESIGN INVESTIGATION & CULTURE
/29
We can note three contexts in advertising:
LESSON 4: ORIGINS OF MODERN ADVERTISING
As we see the ads, we may also be able to “see through” them to broader social and cultural realities.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING contexts
Posing the questions about purposes and methods will give us insights into the role of advertising in business.
LESSON 4: ORIGINS OF MODERN ADVERTISING
First of all, they are selling tools and reflect the business needs of the corporations that pay for them.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING business needs
DESIGN INVESTIGATION & CULTURE
/29
LESSON 4: ORIGINS OF MODERN ADVERTISING
LESSON 4: ORIGINS OF MODERN ADVERTISING
Second, advertisements are cultural indicators, though distorted ones.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING cultural indicators
DESIGN INVESTIGATION & CULTURE
/29
LESSON 4: ORIGINS OF MODERN ADVERTISING
LESSON 4: ORIGINS OF MODERN ADVERTISING
Finally, bear in mind that ads emerge from a professional culture of the advertising industry and suggest the aspirations and anxieties of the men (and sometimes women) who create them.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING industry culture
LESSON 4: ORIGINS OF MODERN ADVERTISING
Lecturer Itamar Medeiros (Brazil) BA in Industrial Design; PgDip in Information Design; MSc In Design.
/29 DESIGN INVESTIGATION & CULTURE
welcome to DESIGN INVESTIGATION & CULTURE
LESSON 4: ORIGINS OF MODERN ADVERTISING
Student will learn about the main periods of western culture, understanding its history from both an artistic and technological background.
/29 DESIGN INVESTIGATION & CULTURE
LESSON 04: CULTURE LECTURE learning outcome
How advertising is shaped and shapes culture.
LESSON 4: ORIGINS OF MODERN ADVERTISING
An overview of media technology on the 20th century, in particular, the origins of modern advertising.
/29 DESIGN INVESTIGATION & CULTURE
LESSON 04: CULTURE LECTURE content
LESSON 4: ORIGINS OF MODERN ADVERTISING
Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
But “institutional” advertising has for a century sought to build corporate reputations without appealing for sales.
LESSON 4: ORIGINS OF MODERN ADVERTISING
Usually advertising attempts to persuade its audience to purchase a good or a service.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
LESSON 4: ORIGINS OF MODERN ADVERTISING
Authors distinguish advertising from salesmanship by defining it as mediated persuasion aimed at an audience rather than one-to-one communication with a potential customer.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
LESSON 4: ORIGINS OF MODERN ADVERTISING
In western history, advertising has responded to changing business demands, media technologies, and cultural contexts.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING what is it?
Since the 1920s, advertising has grown massively, and current advertising expenditures are eighty times greater than in that decade.
LESSON 4: ORIGINS OF MODERN ADVERTISING
ADVERTISING what is it?
New media – radio, television, cinema, and the Internet – deliver commercial messages in ways almost unimaginable 80 years ago.
DESIGN INVESTIGATION & CULTURE
/29
We can note three contexts in advertising:
LESSON 4: ORIGINS OF MODERN ADVERTISING
As we see the ads, we may also be able to “see through” them to broader social and cultural realities.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING contexts
Posing the questions about purposes and methods will give us insights into the role of advertising in business.
LESSON 4: ORIGINS OF MODERN ADVERTISING
First of all, they are selling tools and reflect the business needs of the corporations that pay for them.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING business needs
DESIGN INVESTIGATION & CULTURE
/29
LESSON 4: ORIGINS OF MODERN ADVERTISING
LESSON 4: ORIGINS OF MODERN ADVERTISING
Second, advertisements are cultural indicators, though distorted ones.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING cultural indicators
DESIGN INVESTIGATION & CULTURE
/29
LESSON 4: ORIGINS OF MODERN ADVERTISING
LESSON 4: ORIGINS OF MODERN ADVERTISING
Finally, bear in mind that ads emerge from a professional culture of the advertising industry and suggest the aspirations and anxieties of the men (and sometimes women) who create them.
/29 DESIGN INVESTIGATION & CULTURE
ADVERTISING industry culture
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