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Show " TEST RUN, Friday, October 6, 1967 : History of Advertising Next time you read an ad in your newspaper, or see a giant Jcolorslide on a bus, give a kind thought to the 60 young ladies who arrived in Charleston, S.C., back in 1736 and immediately -- advertised in the local for husbands! press THE FIRST AMERICAN newspaper advertisement? It r. 1704, in the Boston Three ads 'appeared May 'occupied four inches in a single column. They offered a mill for sale, a reward for the capture of a thief, and a notice of the loss 'of two anvils. The first advertising jingle dates back to 1852. A follow '.sat in front of a Harlem hotel. In unison with a pendulum, he "chanted: Here die comes, there die goes!" His stunt drew crowds and customers to the hotel. Nearly 3,000 years before this inspiration, the first form of advertising appeared. Slaveowners in Thebes, annoyed at the of runaway slaves, circulated clay tablets del -- them and offering rewards for their return. LACKING TODAYS giant bus-to- p illuminated ads on translucent plastic, the Creeks sent town criers through die streets ..shouting the virtues of products or shops. Roman bakers kept their names in the public eye by baking them on each loaf of bread. Apothecaries distributed ointments in clay jars marked with the shop name. Later Roman housewives used the clay jars for an early reusable package. storage Rome foil. Europe withdrew into the Dark Ages. Advertising lapsed. With most people bartering for necessities and supplying powerful lords with food and clothing in exchange for protection, lithe bottom fell out of the market. But in the 14th century, town revived. Shops multiplied. Again merchants looked for ways to introduce product to buyer. Few customers could read. But they responded to color-iJa garland for a wine shop, a boot for a cobbler, striped signs 'pole for a barber. It was the trademarks golden age. By 1668, jLondon was awash with banners and wooden signs which, un fortunately, helped the Craat Fire spread to destroy 13,000 houses. ALTHOUGH BANNERS may have been the "hottest" form of 17th century advertising, newspaper ads were also popular. They promised "miraculous newer of products. Coffee, for example, was recommended to relieve eyesores, headache, dropsy, in childbearing wogout, scurvy, and to prevent men! During the terrible plague of 1665, London newspapers Pills and Infallible advertisements for . carried Preventative Pills against die Plague. When newspapers brought advertising to America at the turn of die 18th century, it took root and grew to record size. The American genius for advertising developed new fields, too. More than 125 years ago, an enterprising horsecar conductor attached handbills to his vehicle and Transit advertising was bora! As early as 1850, the famous New York department store Lord and Taylor was placing ads on the outside of horsecars. INSIDE THE CARS, advertising displays were suspended by strings and hooks from the ceiling. Hn winter the ads, like the passengers, were grouped around the vehicles lone Plump, tender, - l-- 8, 0 broad-breast- ed ...C" Grade. News-Lette- No. Vi i - - No. 46-o- z. 211 Cans Del Monte, Havi - No. 2Vk Cans Del Monte Halves or Stw ( POACHES , 46-o-z. ul - KEG! . '2-nnftUMP CDBtf Medal's i- 0 r-llL- D CHBBOB Rilett of PresMrozen, tender - Del Monte APRICOT NECTAR Quart Bottle Del Monte PRUNE JUICE No. 211 Cans Natural, Banquet - erRmR Cm .... ft. 59 PINEAPPLE Jt 46-o- z. .g, Cans Del Monte Pineapple-Grap- r s! JUICE BRINK 46-o- Cans Dal Monte Assorted FRUIT BRINKS MS! coal-burnin- is marked in todays 829,000,000 Transit ad industry. The merchandising bus, for example, is a popular innovation. A vehicle converted into a mobile showroom rolls right up to the dealer's door, loaded with advertising, promotional material, products. Merchants place orders right on the A growing sophistication OBBIDSTIAK maiERDBBPOAUS cgrytiGgogu 46-o-z. Cans Del Monte TOMATO JUIC Gin spot. And take the most dramatic new development in Transit advertising history: illuminated advertising along bus tops. Tran-slides 12 ifferent ad and above eight feet above the ground the wall of traffic. This new concept gets 100 per cent visibility. The worse the weather, the clearer the ad. And backlighting produces a giant, 3-- effect. WITH 15 BILLION being spent expanding transit systems within the next decade, Americans have only glimpsed the beginning. In newspapers and magazines, on radio and TV as well as in biues, todays dramatic advertising is light-yeaaway from its rather primitive ancestors. Whatever its forms, the changing advertising industry will continue to spring surprises just as it did in the good old days when Julius Tullius Crassus made the best anti wrinkle in ancient - D h' . rs - BAKIG -- Rome. 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