jojo

 -Pine = Tavern. Squared.      Board = Game house.      Donkey = bakery. 

UNIT 3 

 1.Ex libris:

Small print or decorative label pasted into a book , often on the inside font cover , to inmate its owner. Abstract , simple and modern symbols that move beyond evocation of the professional activity. Artistic vocation linked to an individual professional activity , and not to a collective (guilds) In Germany (1575) the emperors opened the first office of registered trade marks. Bussines cards with printed emblems , ex libbers , and logos appeared by the end of 16th. 

2.England liberal press:

Woodfall brothers opened in 1767 , the Public Advertising with political onion. By the time , in England , more and more newspaper combining advertising with public affairs are open . Where areas , in the rest of Europe , due to royal authorities , guilds and religious institutions , there aren’t many newspaper yet.

The Times , the first modern newspaper , was published in 1785 . It clearly states advertising as an economical support of its informative activity ,and devotes its first page to the most expensive advertisements.

UNIT 4 

1.Steam engine , contemporany age: 

-1606, first patent by Jerónimo de Aynz y Beaumont. 

  -1698 , first steam pump by Thomas Savery. 

  -1781 , James Watt , fist steam egine with rotatory motion.  

  -1829, the steam locomotive “rocket” wins the Rainfall world contest , transportation revolution. 

  -1796 , lithography is developed (printing colour). 

  -1814 , The Times uses the first steam printing press. 

  -1843 , rotatory press. 

  -1816, Nicéphore Niépce combines the camera obscuratechnique with photosensitve paper (first invented in 1727 based on silver nitrate)

  -1826, Niépce takes the first permanent image

  -1837, Louise Daguerre creates images on silver-plated cooper, called Daguerrotypes.

  -1839, Daguerre is awarded a state pension to publish Daguerrotype methods and, thus, to give rights to other citizens to use the process. 

  -1861-1865, the Amercian Civil War is the first war covered by photographers (Mathew Brady and staff) The only existing photograph of a witness of the Napoleonic Wars (1812). By the moment the

photograph was taken, this soldier was 117. 

  -Electricity was discovered about 600 BC à batteries found at ancient Roman sites.

  -Alessandro Volta constructed in 1800 the first voltaic pile that produced electric current.

  -1882, Edison produced the first filament lamp.

  -Electricity facilitated the invention of telegraph, and thus, boosted communications.

  -1844, Samuel F.B. Mores patented the first telegraph.

  -1876, Graham Bell achieves the first voice tranmission.

-1888, telegraph without wires.

2.Artist fro Art Noveau: 

–Aubrey Beardsley: English illustrator, influenced by Japanise woodcuts, dark and black colours.

–The Beggarstaffs: English artists, very far from Art Nouveau, collage technique.

-Maxfield Parrish: american illustrator, neoclassical.

–Ramón Casas: spanish painter, catalan modernism.

3.Agents: 2.William Tyaler: The pioner agents born in Britain , he open an office in London and acted as an ad sales representatives for printers , several of whom had launched newspapers to promote their trade. Tailer worked for editors , both rural and urban . He bought them advertising space and charged advertisers for these spaces.

3.James White: White took the idea of Taylor and thought that it would be easier to sell space if an agent could also design and write ads for clients. He was operating a flourishing business in London considered to be the advent of copywriting. Taylor and White weren’t considered yet as advertisement agents , but as news agents. 

4.In France, Havas: he created a new form of agency . In his office , he received everyday international press. He translated the important news into French and sold them French newspapers. Havas created the first international news agency. The first brach office he opened in London is called Agency Reuters , still open currently.

5.In USA , advertising agencies arrived from Europe and go consolidated very fast , the first agents were:

  -Volney Palmer: he opneded an office in Philadelphia and worked exclusively for editors in New Jersey and Pennsylvania.

  -John Hooper: he opened an office in New York and also worked for editors in this state. 

  -Rowell: in 1855 he opned his office in New York , his business was based in British and French model of new agent. After , he issued the first Rowell´s American Newspaper directory listing 5788 American papers , he was accused by other agents of revealing professional secrets. Orwell published a char of comparative costs so he facilitated the creation of media plan , agents now work for advertisers , not for newspapers. He published the first journal devoted to advertising “Printer´s Ink”

UNIT 5

1.-(1980-1910)In this ages was the rise of nationalisms , imperialisms and first signs of economical decrease. 

  -(1914-18) Was the Great War.

  -(1919-29) was the economical growth. 

  -(1929) Was the Wall Street Crash , strong decrease in economy and increase in unemployment. 

  -The World War II.

  -1769 appear the first automobile powered with steam engine. 

  -1864 appeared first gasoline powered combustion engine. 

  -1886 Karl Benz developed the first kaoline-powered automobile. 

  -1908 Ford Motor Company produces the first assembly line produced automobile , affordable car that opened travel for middle-classes. 

2. 11 PRINCIPES

   -How to plan communication:

          +Principle of orchestration: 

             *Propganada must be planned and executed by only one authority. 

             *Propaganda is bases in on the idea that is constantly repeated. 

          +Principle of renovation: 

              *Generatin constantly new information and contents would make audiences always aware of the enemy and its multiple mistakes. 

              *When enemy is able to respond , audiences aren’t anymore interested. 

         +Principle of verismility:

              *Take different sources and interpretations to deconstruct a fact that is against your objective. 

              *Use fragmented information to generate an environment of objectivity and deviate audiences from the fact. 

         +Principle of silenciation: 

              *Silence those issues about which there isn’t counterargument.

              *Silence those issues that favor the enemy. 

              *Counter-programming if necessary.

          +Principle of transfusion:

               *Communicate using preexisting prejudgements , national mythology or traditions.

               *Use arguments that operate from primitive forms: 

          +Principle of unanimity: 

               *Create a sensation of homogeneity. 

               *Make people think that they re thinking like everyone else , common sense.

3.Authors: 

-Walter Dill Scott: He was the president of Northwestern University as he was into applied psychology. He published in 1908 The psychology of advertising , the first book that suggest that advertisers should include psychologist in their teams. The US army did it for the first time for the WWI Division of Pictorial Publicity. 

-.Daniel Starch: He was a mathematician and psychologist. He is considered one of the pioneers of marketing and costumers research with the introduction of research inside advertising agencies. 

He published in 1923 “Principles of Advertising” on of the fist major books in Advertising science. 

-.Albert Lasker: Often considered to be the founder of modern advertising . He made L&T agency , the most agency successful in USA by introducing a department of marketing research. He was also a pioneer of electoral advertising , advisor of 1920 electoral campaign for republican Harding.