When advertising was still advertising
Advertising: «In the Beginning Was the Advertising Column»: A Journey Through Nearly 100 Years of German Advertising History.
Advertising "In the beginning was the advertising pillar": a journey through almost 100 years of German advertising history. Not only for the favor of female beauty, but also for products and services. In the ruins of Pompeii, archaeologists found, among other things, the oldest known commercial advertising boards. The city in Campania in the Gulf of Naples disappeared under the glowing lava of Mount Vesuvius on August 24, 79 AD. This makes advertising one of the oldest trades in the world - but that alone is hardly the reason why some people like to compare advertisers with the ladies who pursue the oldest of all trades ...The age of expeditionsAdvertising as we know it has been around since the middle of the 19th century. The industrial revolution triggered the mass production of goods, which of course had to be advertised. The barker, who went from market to market selling his products to men and women, had had his day. Thanks to the freedom of the press, more and more advertisements appeared in many newspapers. From 1855, so-called advertising expeditions were set up to organize the rapidly growing advertising market - the first advertising agencies in the German-speaking world.
One example of this is Mosse-Annoncen, which some readers will probably remember. In 1867, Rudolf Mosse founded his international advertising expedition in Berlin and built up a network of branches throughout Germany. In 1869, the first Swiss branch was opened in St. Gallen, followed by the Zurich branch in 1871. Mosse-Annoncen was independent until 1939, when it became part of PubliGroupe. Since 1999, the former advertising expedition has been called Mosse Media and is now PubliGroupe's competence center for tourism and school advertising in Switzerland and abroad.
Learning from the pastVolker Ilgen and Dirk Schindelbeck tell the story of Rudolf Mosse and his advertising expedition in the excursus "Revolution of outdoor advertising - the advertising pillar" in their book "In the beginning was the advertising pillar". This richly illustrated German advertising history is much more than a picture book, it is a reader for anyone interested in communication and history. The chapter "Die Zeit fährt Auto" about advertising during the Weimar Republic, i.e. until 1933, is particularly worth reading because it is entertaining and instructive. During this period, when advertising was still allowed to be advertising and did not have to be propaganda, German advertisers developed measures that are very reminiscent of guerrilla marketing today.
Roger Hausmann
One example of this is Mosse-Annoncen, which some readers will probably remember. In 1867, Rudolf Mosse founded his international advertising expedition in Berlin and built up a network of branches throughout Germany. In 1869, the first Swiss branch was opened in St. Gallen, followed by the Zurich branch in 1871. Mosse-Annoncen was independent until 1939, when it became part of PubliGroupe. Since 1999, the former advertising expedition has been called Mosse Media and is now PubliGroupe's competence center for tourism and school advertising in Switzerland and abroad.
Learning from the pastVolker Ilgen and Dirk Schindelbeck tell the story of Rudolf Mosse and his advertising expedition in the excursus "Revolution of outdoor advertising - the advertising pillar" in their book "In the beginning was the advertising pillar". This richly illustrated German advertising history is much more than a picture book, it is a reader for anyone interested in communication and history. The chapter "Die Zeit fährt Auto" about advertising during the Weimar Republic, i.e. until 1933, is particularly worth reading because it is entertaining and instructive. During this period, when advertising was still allowed to be advertising and did not have to be propaganda, German advertisers developed measures that are very reminiscent of guerrilla marketing today.
Roger Hausmann
