Few industries have evolved as rapidly as advertising.

It is arguably one of the most transformative professions both in terms of impact and job description.

Considering the industry, as we know it, has only been around for the last 600 years, it is shocking to discover that it employs over 225,000 people in the UK alone.

Below is a brief history of an industry that has been vital in shaping our views, opinions and, most importantly, what we buy.

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The Print Revolution

The invention of the printing press by Johannes Gutenberg in the 15th century marked a pivotal moment in advertising history.

With the ability to produce printed materials at scale, businesses began to distribute pamphlets, posters, and newspapers that could reach far larger audiences.

Advertising quickly began to change the way that individuals write.

Copywriters of the time mastered the art of concise and persuasive writing.

In the UK, advertisers were charged by the word, whilst in the U.S. they were charged by the letter.

American copywriters quickly realised that words with less letters were more cost effective and so ‘colour’ became ‘color’ and ‘flavour’ became ‘flavor.’  

Advertising quickly changed the way that people wrote, in a very literal sense.

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The Birth of Branding

The 19th century witnessed the birth of recognizable brands like Coca-Cola’s script font or Levi’s blue jeans.

Copywriters played a vital role in crafting brand stories and slogans that stuck in consumers’ minds.

This era also saw the rise of department stores and mail-order catalogues (or for American copywriters – ‘catalogs’), creating new opportunities for copywriters to showcase products and benefits.

This is where advertisers recognised the utility in storytelling and brand persona rather than simply stating the name of a product and its function.

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The Golden Age of Advertising

The mid-20th century ushered in what many consider the “Golden Age” of advertising.

It was a time of creative genius, with copywriters and art directors collaborating on iconic campaigns.

Think of “Just Do It” by Nike or “A Diamond Is Forever” by De Beers.

This is where advertising as a profession came into its own, with the growth of behemoth agencies that became more powerful than the companies employing their services.

The slogans and jingles that copywriters developed became etched in popular culture, demonstrating the power of memorable, emotionally resonant copy.

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The Digital Revolution

The digital age transformed the advertising landscape once again.

Copywriters now craft content for websites, social media, and email marketing – none of which even existed 30 years ago.

Data-driven strategies have become essential to crafting good copy, allowing us to tailor messages to individual preferences.

Those copywriters who refuse to harness the power of SEO and multimedia will struggle to captivate audiences.

Reflecting on the history of advertising makes you realise that the profession is a continuum of creativity and innovation.

Each era has brought new challenges and opportunities and those who failed to adapt to each iteration of the industry were quickly left behind.

From the printing press to the internet, one thing remains constant: the power of persuasive words to capture hearts and minds.

As a copywriter, I’m privileged to be part of this rich history and excited to see where the future of advertising will take us.

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