We were inspired by the 2024 CAT to dedicate our first newsletter of the year to the topic of advertising. Advertising sparks excitement and engagement in scholars of all grades and provides a rich opportunity for teaching critical thinking skills; it is also such a fun aspect of the curriculum to explore.

Defining advertising

Advertising is defined as

To create an effective advert, strategies and tactics are used by advertising agencies to influence our behaviour and persuade us to buy a product or service. By studying advertising, our scholars gain insight into how adverts manipulate us, empowering them to make informed decisions. This critical awareness fosters responsible consumer behaviour in an increasingly commercialised world.

A little bit of history

  • Although advertising is believed to have originated with the ancient Egyptians’ steel carvings around 2000 BC, the first printed advertisement appeared in 1472, when William Caxton published adverts for a book and attached them to church doors in England.
  • The first newspaper adverts were published in the United States in 1704.
  • Then in 1835, the first billboards came into existence. In the United States some of the early billboards were circus posters such as the one below.

Source: bit.ly/RinglingBrosAC

  • With the introduction of radio adverts in 1922, companies were able to reach people directly, and advertising became more personalised as businesses could convey their unique selling propositions (USP) directly to consumers.
  • In 1941, the first television advert was aired. It was for the Bulova Watch Company, and even though it was only ten seconds long, it marked a significant moment in advertising history.

Watch the advert here: 

The World’s First Ever TV Ad (0.10)
bit.ly/AdvertFirst

  • During the ‘Golden Age of Advertising’ which lasted from the 1960s to the 1980s, companies began to create characters around their products to establish more of a connection between consumers and their brands. For example, Tony the Tiger was used to promote Frosted Flakes breakfast cereal, and the Marlboro Man became instantly recognisable and synonymous with the Marlboro brand.
  • In 2000, the first mobile phone advert was introduced when a Finnish news provider sent free news headlines via SMS, and in 2007, mobile advertising appeared on smartphones with the introduction of the first iPhone.2
  • In 2023, the digital ad industry was estimated to be worth $627 billion.3

Advertising today

As scholars delve into the analysis of adverts, it is crucial that they recognise the changing landscape of advertising. In today’s interconnected world, advertising has evolved significantly to keep pace with consumer behaviours and technological advancements. From traditional print and television advertising to social media and online platforms, advertisers face a diverse array of channels to reach their target audiences.

Digital advertising has emerged as a dominant force due to the widespread use of smartphones and social media platforms. Brands are now able to deliver personalised and relevant messages to consumers. Social media advertising, in particular, has become increasingly effective, with platforms like Facebook, Instagram and TikTok offering powerful tools for reaching and engaging with audiences.

The role of influencers is also changing the advertising world. They play a multifaceted role in advertising, serving as powerful ambassadors for brands while using their influence to connect with consumers in a more meaningful way. They are able to build communities, start movements and change the conversation.4

 


REFERENCES

  1. Patrick, V., Hagtvedt, H. Advertising Visuals – Bauer College of Business, [Electronic], Available: bit.ly/AdvertisingVisuals [18 Apr 2024].
  2. Ezzat, R. (2023) ‘History and Development of Advertising through Media Technology’, Journal of Art, Design and Music: Vol. 2 : Iss. 1, Article 2. Available: bit.ly/RinglingBrosAC [18 Apr 2024].
  3. Thompson, J. (2023) ‘The Ads Affair: How the Industry Has Changed and Is Changing’, [Electronic], Available: bit.ly/ChangingAdIndustry [18 Apr 2024].
  4. Mitchell, J. (2024) ‘If you want to see how out of touch traditional agencies are, just look at this year’s Super Bowl ads.’, Movement Strategy, Linkedin, [Electronic], Available: bit.ly/JasonMitchellAC [18 Apr 2024].
  5. Mupeti, L. (2024) ‘The Iconic ‘Think Small’ Campaign: How Volkswagen Revolutionized Advertising’, Linkedin, [Electronic], Available: bit.ly/IconicAdvert [18 Apr 2024].
  6. Hall, J. (2014) ‘“Think Small” Advertising Campaign’, Visual Rhetoric, [Electronic], Available: bit.ly/VRAdvertising [18 Apr 2024].
  7. 4A’s. ‘Truth in Advertising: DDB and VW Encourage the World to Think Small’, [Online], Available: bit.ly/DDBandVW [18 Apr 2024].

If you are using the Achieve Careers English HL Programme, the following information and activities are recommended:

  • Grade 8 ENG HL: Section 2, pp. 45–49
  • Grade 9 ENG HL: Section 2, pp. 38–41
  • Grade 10 ENG HL: Section 2, pp. 40–43
  • Grade 11 ENG HL: Section 2, pp. 44–45

If you are using the Achieve Careers LO Programme, the following information and activities are recommended:

• GR 10 LO Manual – Module 3 (Skills Development)
• GR 10 LO Manual – Module 5 (Career Research)
• GR 11 LO Manual – Module 4 & 5 (Career Research & Critical Thinking)
• RAK: GR 9 LO Manual – Module 3 (Community Responsibility)
• Social Justice: GR 10 LO Manual – Module 2 (Community Service)
• Suicide Prevention: GR 9 LO Manual – Module 2 (EQ: Mental Health and Mindfulness)
• Teacher’s Flash Drive – LO Resources – folder on Careers and Critical Thinking

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