Prof. Fabiola Cinque

Teorie e tecniche della Pubblicità

Theories and Techniques of Advertising

a.a. 2012 - 2013 Prof. Fabiola Cinque

Prof. Fabiola Cinque

Lezione 1

LA NASCITA

DELLA STAMPA

The beginnings Press

Prof. Fabiola Cinque

When the industry develops and product are sold in several shops in the same city so it's not enough anymore the sign outside the shop (botteghe) or the preople shouting in the square.

The brands are always been used since the ancient time (roman time, egyptian -grece etc). The publicty are born when goods were produced in large quantities and the producer and the byers are not in contact anymore.

We consider that modern advertising was born when the newspapers started to be printed in the 19th century . Without the industry and the press commercial information would have been just though graffiti on the wall, in the markets.

The advertising was born with the

press on 17th october 1492

Jean Dupres makes prints

the first Manifesto for a

celebration in Notre Dame.

Few years later Pierre Le Caron

publishes a short Manifesto

for the arrival

of Luigi XII in Paris.

.

Prof. Fabiola Cinque

Beside the few exeception books were the first good to be publicized because the University in Paris asking bookshop to publish the list of

the books available with their price.

During the following three centuries there wasn't much development of the advertising industry.

In the 18th century with the development of the industry, and in the 19th century with the faster means of trasportation (steam machine, train etc) there is a greater need and use of the commercial information and communication.

Culture doesn't belong to the aristocracy anymore and becames accesible to a larger number of people.

At the beginnings press was used just for to print the Bible and the other religious material.

The first printed publicity is introduced

in France at the end of the 19th century

and in England UK wich were the main

industrial countries in Europe.

Magazines and newspapers specialiced

like the “petit affiche” in France.

Prof. Fabiola Cinque

But is the 1836 De Girardin understands that to reduce the cost of newspapers advertising has to be paied.

He understands that the circulation of newspapers can be encreased by reducing it's cost-price. And than decides that newspapers advertising be a service should to be paied.

He created the 4th page, a whole page devoted to advertisement.

The initiative of Girardin was a big scandal because it was considered a betrayal (tradimento) by real journalist.

Similar developments take place in London too: in 1861 the first “Sandwich Man” was seen.

When the underground was inaugurated the train was covered with advertising posters.

Than the advertising comes out of the newspapers and the conquers the city.

Prof. Fabiola Cinque

In France with a new colour printing tecnique “chromolithography” starts the “Era Affiche”.

At the same time in Italy the two families Carlo Erba and Attilio Manzoni, that comes from farmacy industry, set up – give start the first Concessionaria di Pubblicità (Dealership) Media Planning Agency that still alive today.

At the end of the 19th century the word “Reclame” is used for the first time. Later replaced by “Advertising”.

Advertising follows the industrial development and as a reult several Media Planning Agency were established everywhere in the UK, France, Germany, as well as in Italy.

In Paris, around 1836, at the time of De Girardin

(that we mentioned before) Mister Havas,

a banker in Paris, created-established-

the first print agency in the word an afterwards

he offered “advertising space” in exchange

of suscription to his agency service. This new metod to sell advertising, this new kind of advertising agencies spread in France under the name Regie.

Prof. Fabiola Cinque

The publicity

The publicity, as we know it, it is a product of the mass-media. It is

born in England in the '700 with the advent of the newspapers.

To the his/her first to appear, introduces him with small

announcements, the famous ones "classified", insertions that

publicize, in the sense that a news, creams, ointments,

medicines, miraculous lotions, chiromancy or a whole certain

band make public of produced by market that they see for the

first time the possibility to exist out of the road. But also used

things, utensils, machineries, small inventions make him space

among the lines.

Prof. Fabiola Cinque

3_Nascita della Pubblicità

La pubblicità, così come la conosciamo, è un prodotto dei mass-media. Nasce in Inghilterra nel '700 con l'avvento dei giornali. Al suo primo apparire, si presenta con piccoli annunci, i famosi “classified”, inserzioni che pubblicizzano, nel senso che rendono pubblica una notizia, creme, unguenti, farmaci, lozioni miracolose, chiromanzia ovvero tutta una certa fascia di prodotti da mercato che vedono per la prima volta la possibilità di esistere fuori della strada. Ma anche cose usate, attrezzi, macchinari, piccole invenzioni si fanno spazio tra le righe.

Il lettore viene a conoscenza che esiste quello che cerca, poco lontano da casa, ad un prezzo da vero affare. Il mercato acquista così velocità, l' economia ne approfitta, le merci girano come mai prima. Pian piano gli annunci coprono sempre una più vasta area di mercato fino a diventare un affare per lo stesso giornale che li ospita. In questo periodo la pubblicità contribuisce notevolmente alla nascente democrazia in quanto rende alla portata di tutti il privilegio dell'informazione, chiunque può fare un annuncio, diventare visibile, entrare nel mercato senza strutture intermedie e selettive, inoltre funziona come un acceleratore verso il processo di industrializzazione.

Prof. Fabiola Cinque

The reader comes to knowledge that exists what looks for, few away

from house, to a price from true bargain.

The market purchases so speed, the economy takes advantage of it,

the commodities turn how come before. Plain Plan announces him

they always cover a vast area of market up to become a bargain for

the same newspaper that entertains them.

In this period the publicity contributes notably to the dawning

democracy in how much it makes to the course of the whole

privilege of the information, whoever can make an announcement,

to become visible, to enter the market without intermediary and

selective structures, works besides as an accelerator toward the

process of industrialization.

Prof. Fabiola Cinque

In this period the publicity

Without the publicity the so-called industrial revolution surely his would have delayed to appear. It is a heroic moment. announce him they trace the structure of the newspaper, pre-feels him as 'news', novelty to the service of the public.

Subsequently, thanks to the development of the competition, he evolves and it passes from the phase dell'informazione to that of the persuasion, to convince the reader of the quality of the publicized products. It is in this period that the publicity discovers the art of the reasoning and rehabilitates the rhetoric as powerful persuasive and demonstrative tool. The regime of competition that the same publicity had created, it produces a new need, that to distinguish from the competitors

Prof. Fabiola Cinque

Senza la pubblicità la cosiddetta rivoluzione industriale avrebbe sicuramente ritardato il suo apparire. È un momento eroico,.gli annunci ricalcano la struttura del giornale, si pre-sentano come 'notizie', novità al servizio del pubblico. In seguito, grazie allo sviluppo della concorrenza, si evolve e passa dalla fase del-l'informazione a quella della persuasione, al convincere il lettore della qualità dei prodotti pubblicizzati. È in questo periodo che la pubblicità scopre l'arte dell'argomentazione e riabilita la retorica come potente strumento persuasivo e dimostrativo. Il regime di concorrenza che la stessa pubblicità aveva creato, genera un nuovo bisogno, quello di distinguersi dai concorrenti.

l bisogno di farsi notare e di essere diversi dagli altri inaugura una nuova fase evolutiva della pubblicità quella della complicità fra prodotto e consumatore, in una parola: la seduzione. Seduzione è un corteggiamento, il prodotto diventa non solo utile ma anche simpatico, con la stessa visione del mondo, diventa uno stile di vita a cui chi compra aderisce. Per ottenere consenso, la pubblicità riscopre anche la potenza evocativa dell'elocuzione, delle figure retoriche che, prese a prestito dalla poesia, cominciano a lavorare nel territorio della prosa fornendo al mercato non solo argomenti ma soluzioni linguistiche nuove e accattivanti, nasce la creatività.

Prof. Fabiola Cinque

creativeness is born

The need to make to be noticed and to be different from the other ones

inaugurates a new evolutionary phase of the publicity that the

complicity between product and consumer, in a word: the seduction.

Seduction is a courting, the product becomes not only useful but

also nice, with the same vision of the world, it becomes a style of life

to which who purchase sticks. To get consent, the publicity also

rediscovers the evocative power of the elocution, of the rhetorical

figures that, taken to loan by the poetry, they start to work in the

territory of the prose not only furnishing to the market you deduce

but linguistic solutions new and winning, creativeness is born

Prof. Fabiola Cinque

Last century has been the century of the publicity.

Since then the publicity from humble handmaid of the mass-media

progressively owner of the same becomes up to the point of

sponsor the whole system of the media that, alone you would

not be able to survive.

Without the good news of the publicity there would be the silence,

any communication, any market.

Last century has been the century of the publicity.

From the years '50 in then, also in Italy, you is assisted to a

progressive development of the communication.

In USA very first.

Prof. Fabiola Cinque

Da allora la pubblicità da umile ancella dei mass-media diventa progressivamente padrona degli stessi fino al punto di sponsorizzare l'intero sistema dei media che, da solo, non sarebbe in grado di sopravvivere. Senza la buona notizia della pubblicità ci sarebbe il silenzio, nessuna comunicazione, nessun mercato. Il secolo scorso è stato il secolo della pubblicità. Dagli anni '50 in poi, anche in Italia, si è assistito ad un progressivo sviluppo della comunicazione. Negli USA molto prima.

Siamo all'inizio del secolo e già alcuni prodotti vengono pubblicizzati su larga scala dai mass-media: giornali e radiofonia. Le più importanti multinazionali, nel corso del secolo, si impongono nel mercato globale attraverso argomenti persuasivi, promesse e stili di vita, in una parola: la retorica. Il nascente marketing studia il mercato e consumatori, riscopre così la retorica, la plasma per i suoi obiettivi, la rinnova anche nel linguaggio e se ne impossessa in tutti i suoi aspetti.

Prof. Fabiola Cinque

We are to the beginning of the century and some products are already publicized on wide staircase by the mass-media: newspapers and radiofonia.

The most important multinational, during the century, they impose him in the global market through persuasive matters, promises and styles of life, in a word: the rhetoric.

The dawning marketing studies the market and consumers, it rediscovers so the rhetoric, moulds it for its objectives, it also renews her/it in the language and it takes possession in all of its aspects.