Modernity and Advertising

Towards the middle of the eighteenth-century, a critical shift in the way of thinking started to occur and gain momentum within Western Europe. This movement towards science and reason became known as ‘The Enlightenment’ and gave rise to the idea of ‘modernity’ and “…is often described as the original matrix of the modern social sciences.” (Hall, Giebeen, 1992; 2). The era of enlightenment was defined by the leading ideas of progress, science, reason and nature which gave way to material progress and prosperity as humans expanded their collective knowledge and understanding of the world. (Hall, Giebeen, 1992; 2). This gradual transition to modernity was the cause of the interactions between four major frameworks of society - the political, the economic, the social and the cultural. Modernity, then, was the outcome, not of anything in isolation, but of the combination of a wide variety of different frameworks and histories that lead to the definition of society as ‘modern’. Each framework lead to the rise of certain distinctive features or social characteristics, and it is these features which, taken together, provide a definition of ‘modernity’. One of the most pertinent features was the rise of “a monetarized exchange economy based on the large-scale production and consumption of commodities for the market, extensive  ownership of private property and the accumulation of capital on a systemic, long-term basis” (Hall, Giebeen, 1992; 6), and so with the rise of economic activity, the need for modern advertising was born.

Throughout the centuries population increased dramatically and so did the urban areas. “The population of the UK increased from about 9.4 million in 1701 to 16 million in 1801, with a marked increased in the proportion living in urban areas.” (Hall, Giebeen, 1992; 131). Improved roads and methods of transport varied as they increased in efficiency and travelling time became much less, which meant improved communications between the urban and rural areas. People and manufactured goods could travel more easily, and so could popular ideas, fashions and trends in consumer taste. (Hall, Giebeen, 1992; 131). 

With the invention of the printing press around 1440 by Johannes Gutenberg, by the 19th century regularly circulating newspapers and magazines were common. Advertising grew enormously, as advertisements started to appear weekly in newspapers in England. “Provincial newspapers especially alerted readers to metropolitan tastes.” (Porter R, 1990; 190). These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with the advances in the printing press. British newspapers in the mid-19th century appealed to the increasingly large affluent middle class that constantly sought out a variety of new products. The advertisements announced new new health remedies as well as fresh foods and beverages. The latest London fashions were showcased in regional newspapers. This consumeristic way of thinking and being within society became more and more prevalent with the rise of manufacturing power and the increase in product availability because of growing transportation. People became fascinated with the sense of novelty of buying and own possessions as items were often bought on whim with no actual purpose defined to them. “…the consumer revolution is seen as an essential precursor of the better publicised Industrial Revolution.” (Hall, Giebeen, 1992; 134). 

The communication between distant lands and people through the printing press as well as increased physical travel, was a major force in the driving of a globalised society and relates to the key modernist concepts of Universalism and Individualism. The drive of eighteenth century consumerism lead to an increasing population that was experiencing an increasing standard of living. Until late in the century, commercial monetised output operated only through the small scale workforce of crafts, cottage and workshop industry. (Porter, R. 1990; 193-6). Commercial expansion  in the late eighteenth century did not rely on new technological innovations but on the steady flow of accumulated wealth into circulation of the economy, more efficient distribution of labour and the new techniques used to sell goods and services - mainly the techniques of advertising that were developed and used to sell products. Industry remained mostly labour based and skill intensive - weaving, carving, smithing were all relevant skills needed. When demand was high, recruiting a bigger labour force was simple and it was easy to get women and children to work as manual labour too. (Porter, R. 1990; 193-6)

The Industrial Revolution of the late 18th/early 19th century launched the power of retail through mass production of goods, and textiles were the dominant industry at the time in terms of employment, monetary output value and capital invested; the textile industry was also the first to use modern production methods. Retail became increasingly stronger as products dressed in fancy shop windows became more alluring combined with the power of advertising in stimulating a demand for constant new products of the day. (Hall, Giebeen, 1992; 132). Industrialisation gave way to a shift to powered, special-purpose machinery, factories and mass production. The iron and textile industries, as well as the invention of the steam power, played central roles in the Industrial Revolution, which also saw improved systems of transportation, communication and banking. (Industrial Revolution; 2006). 

The availability of repeated advertising permitted manufacturers to develop nationally known brand names that had a much stronger appeal than generic products. This meant that consumers were willing to pay more money for gaining access to goods seen as ‘elite’ and ‘first class’ which gave advertisers more incentive to widely advertise and exploit people into buying products and services they did not really need. French newspaper “La Presse” was the first to include paid advertising in its pages in June 1836, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. Advertising became less focused on the individual, and more concentrated on targeting specific groups within an audience, known today as the target market. This concept came from the modernist idea that the principle characteristics of human nature were always and everywhere the same, within the same groups. Hailed as the “father of modern advertising” British man Thomas J. Barrat constantly stressed the idea of emphasising brand image as well as constantly reevaluating the market for changing tastes and opinions. (Hall, Giebeen, 1992; 144). Many people were not convinced that the press was the best advertising medium, as many people did not read newspapers, and so the concept of the poster was created. “Most advertising followed a standard pattern, but there were curious announcements for patent medicines. Of the leading pill-makers, James Morrison was among the most provocative. The self-styled "Hygiest" created the "Universal Pill," which one need swallow only once and all would be well.” (History: 19th century, 2003). The industrial revolution allowed for bigger and faster steam-powered presses, lithography, new methods of paper-making and colour reproduction techniques that made large scale printing cost effective by the middle of the century, and so advertising became a well known widely used concept for the promotion of goods and services within an area.

The advancements made in advertising during the 19th century set foundations of ideas and principles that echoed and propelled humanity into the 20th century world of consumerism and the capitalist driven market. The modernist ideology and concepts of  universalism, individualism, progression and national identity all helped form modern advertising, through the events of 19th century living such as consumeristic drive and the industrial revolution.