Commercial Advertising (RLE Advertising)

COMMERCIAL ADVERTISING

INTRODUCTION ADVERTISING: ITS PAST, PRESENT, AND FUTURE

THE historical aspects of Advertising will only be discussed here in so far as they derive practical importance from the way in which modern Commercial Advertising is affected by its origins. Advertising had its birth when the first maker of a useful commodity had served all the customers who came to him unsought and used some mode of making known his ability to supply wares to others. Perhaps he was a cave-dweller who allowed to be visible from the entrance of his abode more stone axes than a family of the prehistoric age customarily employed in its pursuit of food. Advertising as a definite business may be more conveniently said to have been born when merchants and ...