The History of Advertising and Marketing in the UK:

History of Advertising and Marketing in the UK:

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Advertising and marketing was portrayed in a much more simplistic manner way back in history. Videos and photography has not been around forever, nor has the internet. Within this blog post, I am going to be addressing some key and pivotal moments within the history of Advertising and marketing in the U.K., and how people would sell goods/services to the public.

During 1299, the first form of ‘advertisement’ was carried out in England through ‘Town criers’. A Town crier is a person who has been employed by a town council to make public announcements in the streets. From this time on, Town criers were a crucial way of spreading news to the public, whether this was announcements about the town or to sell a product. Societies had very little literature skill, and there only few could read and write, so town criers were a universal form of notifying everyone. Criers would often dress in a traditional outfit in a red and gold robe, white breeches, black boots and a tricorne hat. This made them stand out to everyone, evidence of this clothing was discovered to also have been worn during the 18^th century also. They would carry a ‘hand bell’ to make a loud noise and then shout the words "Oyez, Oyez, Oyez!" before making their announcements. The word "Oyez" means "hear ye," which is a call for silence and attention. 

Here is a video of a Traditional Town Crier announcing the bird of a royal baby: 



The first known English ‘printed’ advertisement was a handbill written by William Caxton (a English printer, writer and author) in 1477. This was a handbill which he wrote to advertise his book called ‘The Pyes of Salisbury Use’, which was based upon “Religious matters”. The advertisement was supposed to be hung outside of Caxton’s shop in Westminster Abbey, but was instead hung in a church nearby. It read the words: "If it plese any man spirituel or temporel to bye ony pyes of two and thre commemoraios of Salisburi use empryntid after the forme of this preset lettre whiche ben wel and truly correct, late hym to come to Westmonester in to the almonry at the reed pale and he shal have them good chepe. Supplicio stet cedula [please do not remove this handbill]." In 1477, printing was actually prohibited by the Government. If anyone wanted to print an advertisement, it had to be approved and licensed by the government, hence why Caxton’s advertisement was handwritten. This regulation was set until 1641.

In 1567, the first National Lottery in England was issued by a letter from Queen Elizabeth I to Sir John Spencer, where the winner would win £5000. At this time England was seeking to expand its export markets and begin to trade around the world. The lottery was intended to raise money for the enormous costs of building ships and developing ports in order to do this. Tickets cost ten shillings each (around £150 in today’s money), which was far too much for the ‘ordinary’ citizen to afford. The £5000 was paid partly in ‘ready money’ and partly in plate, tapestries and ‘good linen cloth’ and the winner had to wait 3 years to find out about their winnings. To encourage as many people as possible to buy tickets, all ticket holders were promised freedom from arrest for all crimes other than murder, felonies, piracy or treason.

In 1622, the ‘Weekly Relations News’ was founded. This was the U.K.’S first ever ‘regularly’ published newspaper, which also included the first press advertisement also. This was the start of mass-advertisement within Newspapers. Could not find much information on this key moment. Since the release of the ‘Weekly Relations News’ in 1622, the demand for mass printing was growing even more larger. Due to this the Government suspended its restrictions on printing, therefore allowing home news to be published from 1641 onwards. 

During the 17^th century tea was imported to the U.K., the first advertisement for the selling of tea was said to have been printed on 23 September 1658. The London republican newspaper published by Mercurius Politicus carried the first advert for tea in the British Isles, announcing that a “China drink called by the Chinese, Tcha, by other Nations Tay alias Tee” was available in a coffee house in the city. From this moment onwards, the sales of tea rose dramatically, but was only drank by first class citizens.

In 1660, the first printed wrapper in the U.K. was created and designed for Buckworth’s Cough Lozenges. This meant that other businesses could now advertise their products by making them easily memorable for the public. The use of colours and a bold logo caused the consumers to be attracted to buying this product, it also increased the cost of the product which was a positive for the sellers but not for the buyer.

The first ever illustrated ‘trade’ advertisement was said to be for a patented chocolate maker. The advertisement appeared in the British paper ‘The Daily Courant’ on 17 March 1703.

By the 1730’s, there were many examples of newspapers, however a new breed of English papers was ‘The Daily Advertiser’ which was regularly published until 1807. ’The Daily Advertiser’ offered advertising space along with news of a political, commercial, social nature and reports on the stock market. Also, during this time, the use of horse-drawn carriages was the most popular use of travel, specifically for higher-classed people. The uses of Stage-coach boosted too, as in 1731 Birmingham Coach (and other coach services) began to use illustrated timetables. This meant citizens could easily check when the coaches were available to be used. One early example of a coach advertisement is: “Daventry Flying stage-coach in one day with three sets of able horses. Begins on Saturday 17^thApril from The Ram Inn in West-Smithfield, London to Mr James Pratt’s at The Black Boy, Daventry; and returns to The Ram Inn in West-Smithfield on Mondays and will continue all the Summer Season, at Fifteen Shillings each passenger. The coach sets out at Two in the morning precisely. Performed, if God permit, by Thomas Smith.”.

During the years 1744 or 1775, it was believed that ‘The General Advertiser’ was founded, this was the first ‘successful’ newspaper which was entirely dependent on advertising products or services. The first acknowledged advertising agency was by William Taylor in 1786. However, this agency did not offer a wide range of services, so was not overly beneficial. A more advanced Advertising agency was sprouted by James ‘Jem’ Whites in 1800 called ‘White Bull Homes’. This agency was successful and was running until the 1980’s. Agencies like this allowed companies to brand and market their products in different forms. Advertising agencies would control where, when and how specific businesses advertised and would typically participate in the design element.  

In 1793, scientist Johahn Jacob Schweppe began to advertise his mineral water product within local markets. His mineral water with a hand-cranked pump, and bottled it in corked stoneware bottles. However, Schweppe found it difficult to keep the water fizzy because glass bottles weren't available at this time and the water had a tendency to go flat within the stoneware. Schweppes is a product that is still widely available today in the 21^st century.

During the 1790’s, ‘Lithography’ was invented & developed by Alois Senefelder in Germany. This discovery helped to advance illustration and the production of printed posters, an essential element for advertising at the time. Lithography is based on the natural antagonism between oil and water. It is done via a print that is made from a design drawn on a flat stone block with a greasy crayon. The stone is wiped with water and then the ink is applied to the wet stone. When printed, the ink adheres to the parts of the stone marked with the oil based crayon. Nowadays, Lithography is a common media used by artists, such a Oldrich Kulhanek.
1805- Stereotyping (in printing) introduced commercially

1820- Warren's Shoe Blacking ads appeared, probably the UK's first nationally advertised household product

In 1826 the first ever Photograph was taken by Joseph Nicéphore Niepce in Gras, France. Niépce developed an interest in science when he began working with his brother, Claude, on various experiments and inventions- one of which was photography. As early as 1793, the brothers had discussed the possibility of using light to reproduce images. Joseph Nicéphore Niépce's earliest experiments in this direction began in 1816. His progress was slow because photography was not his sole, or even his primary, interest. When the craze for the newly invented art of lithography swept France in 1813, it attracted Joseph Nicéphore Niépce's attention. His trials with lithography led to what Niépce later termed ‘heliography’ and resulted in the earliest known surviving photograph made in a camera, which he produced in 1826.


1829- London omnibuses carried advertisements outside from their introduction (Geo. Shillibeer founded first regular bus service in London). The first full-page ad appeared, in The Times (for Portraits & Memoirs of the Most Illustrious Personages in British History)

A London Omnibus carrying a series of Adverts.

1833- Advertisement Tax reduced to one shilling per advertisement

1834- W. H. Fox Talbot made paper negative photograph (foundation of modern photographic process)

1836- The Newspaper Society founded to represent regional & London suburban press – one particular aim was the complete abolition of Advertisement Tax

1840- Full-page press ad for British Cornflour appeared on back page of the Courier and West End Advertiser

1842- First full-page illustrated ad, for British Cornflour, in Courier & West End Advertiser

1850- (approx.) First "sandwich board men" appeared in London                 

1851-The Great Exhibition stimulated trade & advertising

1853- Newspaper Advertisement Tax abolished and "Vehicular placards" (advertising carts) prohibited by the Hackney & Stage Carriage Act

1855- Crosse & Blackwell advertised in Morning Chronicle as “Purveyors in Ordinary to Her Majesty”

1858- The Stereoscopic Magazine regularly published photographs, including three in stereo. Padbury & Dickins produced stereographic photograph cards for salesmen of church furniture, possibly UK’s first photographic advertising material..

1859- UK’s first branded cigarette Sweet Threes, produced by Robert Peacock Gloag, London

1861- Colour photography demonstrated at Royal institution by Sutton and Maxwell       

1862- UK Billposters' Association founded by Edward Sheldon

An example of a Billposter from 1862.

1866- One hundred “advertising-related businesses” operating in London (Nevett, but see also 1906)         

1867 - First international advertising agency opened, Gordon & Gotch, London                 

1867- Decorative biscuit tins introduced by Huntley & Palmer

1869- Notable English pictorial poster, by Godfrey Durand for launch of The Graphic Sells Ltd (agency) founded by Henry Sell in Fleet Street

1871- Frederick Walker's poster The Woman in White appeared in London (often cited as the first UK poster to rely on visual rather than verbal effect)         

1876- Government’s “first wide-scale publicity campaign ... a million handbills ... to alert the public to the virtues of government saving schemes, life insurance and annuities” (COI)   

1877- Boots the Chemists took the largest advertising space in the Nottingham
Daily Express, itemising 128 branded goods and reported a doubling of profits within a month

An early Boots store. 

1882- Sells Ltd published first edition of Dictionary of the World's Press under the title The Philosophy of Advertising         

1887- First photographically illustrated advertisement in UK publication, for Harrison Patent Knitting Machine Co in the 11 November issue of The Parrot


1888- Kodak roll-film camera patented by Eastman, Kodak No 1 Box Camera launched
 Indecent Advertisements Act

1889- Thomas Smith (advertising agency) offered “Ad-writing & Designing Department”   1891- Advertising launched as a monthly magazine by Thomas Smith agency, as an offshoot from their annual Successful Advertising
 Comic Cuts, UK’s first comic, launched
Photographs began to be used in press ads (half-tone block)

1890s- Pears Soap used Lillie Langtry for “celebrity endorsement”, combining it with a reproduction of her portrait by Sir John Millais


1893- SCAPA founded as Society "to check the abuses of Public Advertising, the spoliation of rural scenery, and architecture."

1894- Exhibition of Poster Art at Royal Aquarium, Westminster  

1895- "Electric Advertising" appears (projection of luminous ads on buildings & the air)

1897- First advertising film made by Edison Co, for Admiral Cigarettes, shown in US, UK & France simultaneously

1898- Bile Beans launched by Mr Charles Fulford with the slogan “Bile Beans for Biliousness”

1900- (1 March) Daily Mail becomes first UK newspaper to reach 1 million circulation

1901- (23 March) First ever front page headline - Daily Express on death of Queen Victoria

1905- First strip lighting used for advertisements, Moore Electric Co, London

1906- Newspaper Publishers Association (owners of national press), Press
Advertisement
Managers Association and Newspaper Proprietors’ Association founded First co-operative advertising campaign (California Orange Growers) – “horizontal” co-operation between producers

1907- Total UK advertising expenditure for the year 1907 was estimated at £22 million (figures published in The Economics of Advertising by F. W. Taylor in

1907- Advertisements Regulations Act controls hoardings etc - sky signs banned (solid letters fixed to a frame and silhouetted against the sky)

1907- First UK radio broadcast (concert for the Fleet at Chatham from HMS Andromeda)
Click here to listen to this Broadcast via the BBC website

1912- Exhibition entirely devoted to advertising organised by Advertising World at Horticultural Hall, Westminster (several previous exhibitions had been of posters only), First neon sign on building in UK, West End Cinema, London and Total UK ads-pend estimated by the Times at £100m (£22m in 1912)

1914-18- World War I - Advertising extensively used for the first time for public & national purposes

An advertisement for The Woman's Land Army 

1917- Association of British Advertising Agencies (ABAA) formed, later to become Institute of Practitioners in Advertising (IPA) and Advertising prohibited of products for “any condition associated with sexual indulgence”

1922- Wall’s Ice Cream sold by men on tricycles, with the slogan “Stop me & buy one”


1924- “Talkies” (films with soundtrack) introduced, UK advertising industry set up National Vigilance Committee to police advertising complaints (initially patent and other medicines were targeted) and The Screen Advertising Association formed to foster and regulate cinema advertising

1929- First Advertising talkie film, UK (Meet Mr York, Rowntree’s cartoon) and Colour advertising film UK, It's an Ill Wind, for Tintex Dyes

1930- TV used for advertising (closed circuit) in both GB & US: Hairdressing Fair of Fashion, London Olympia, for Eugene Method & radio shops in Chicago for Libby's canned goods

1934 - Advertising Association launched its first “Campaign to the Consumer”, promoting the advantages of advertising   

1946- Boom time of UK cinema industry with 635m admissions to 4,703 cinemas

1948- Polaroid cameras introduced by Edwin Land and the First regular UK TV news, BBC Television Newsreel, introduced by Richard Baker

The first Polaroid camera model, invented by Edwind Land

1954- Advertising expenditure up to £157 million, 0.87% of GNP and The UK Television Act set up ITA and laid down rules for future TV advertising (Advertising Advisory Committee set up).
TV advertisements had to be “clearly distinguishable as such and recognisably separate from the rest of the programme” and only “at the beginning or end of the programme or in natural breaks therein”. Subliminal advertising was thus prohibited, although not explicitly.

1955- Commercial TV launched in UK, First animated UK TV ad, Remington Razor (on opening night) and Advertisers Weekly (the highest weekly selling trade journal) published guidelines on TV advertising: “Product demonstrations must be believable”, “Use the kitchen for believability”, “Wild claims look absurd on TV” among them

1956- £10.5m spent on UK TV advertising in its first year. Advertising expenditure overall up from £157 million (1954 figure) to £196 million, 0.93% of GNP

1958- Advertising expenditure up to £249 million, now above 1% of GNP (1.08%)

1960- Advertising was allowed on taxis (“ambient media”)

1965- Cigarette advertising (but not ads for cigars and pipe-tobacco) banned on UK

1986- Advertising expenditure up to £5,328, million 1.38% of GNP and Ban on tobacco advertising in cinemas, six new health warnings, ban on ads showing people smoking etc

1988- Advertising expenditure up to £7,085 million, 1.5% of GNP and World Wide Web launched

1989- Internet invented by Tim Berners-Lee

Tim Burners-Lee with an early computer model. 

1994- First ad on the World Wide Web (for Wired magazine)

2001- UK internet advertising reached £166 million, 1.0 per cent of total

2012- (13 February) The first television commercial only dogs can hear was screened on ITV1 at 7:15pm. The commercial was for Bakers complete and was a canine spoof of classic 1969 movie ‘The Italian Job’.

2017- Over £20 billion advertisement expenditure in the U.K. alone.

A article which explains in further detail