The Genealogy of Advertising

Abstract

Advertisement, in its modern and proper meaning (Leiss et al ., 1986), originated with the massive breakthrough around the turn of the century of consumer society and its huge markets for consumer goods in the major European centres and particularly in the United States (Fraser, 1981; Hayes, 1941). The step from announcement to advertisement came with the recognition that making the product known to people formed an integral part of sales; or, to paraphrase Clausewitz, when this was recognised as a continuation of sales by other means. An early formulation of the idea was presented in 1904 by American advertising guru John E. Kennedy, whose simple but ingenious thesis was: ‘advertising is salesmanship in print’ (Pope, 1983, 238). These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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