Advertising today

The modern advertising began to progress in the United States and Great Britain at the end of XVIII century during the industrial revolution. Appeared advertising agents, the first was Volney B. Palmer who in 1841 opened an office in Philadelphia. In Spain in 1872 Rafael Roldós the advertising pioneer founded in Barcelona the first agency of the country, which nowadays still active.

At the beginning of the XX century, the agencies started to be professional and select with more preciseness and where put it. That´s how the the creativity began to be a important factor when make an advertisement. In the 30´s born a famous creative technique: The “brainstorming” but it was not used until 1960s when it was used usually. 

Advertising has two objectives, according to the preferences of the advertiser, his objectives or the market demands: 

• At first: Ideally, advertising informs to consumers about the benefits of a product or service, emphasizing the distinction over other brands.

•      At second: The advertising agents have to make people feel preference for the product through psychology. This kind of advertising is dominant in the ads “ above the line” because the time on television, or newspaper space is limited and need to create a preference for the advertised product from fast arguments. For example many commercials of coke, where you can see happy people and people consuming the product, it solidifies within implicit slogans like "Take Coke is to be happy", "If you take Coke will be happy "or" happy people making Coke. ".