Early Development of Advertising in the Philippines
Early Development of
Advertising in the Philippines
Beginnings
• Earliest Filipino traders engaged in some sort of advertising, not unlike the primitive forms practiced by the Egyptians, Greeks and Romans
Before the advent of Spaniards in 1521
Our forefathers made use of printed signs to communicate their business messages:
• Writings on the shoulders of excavated jars from Calatagan.
Batangas and Mindoro
(14th-15th century) bear the title of the piece and sevensyllabic lines evocative of Tagalog poetic compositions called
Tanaga
• Town criers or some sort of printed materials during the galleon trade in Manila
• 1637- The first Philippine newsletter,
Succesos Felices was established
• 19th century – first newspaper del Superior
Govierno saw print. Readers were kept abreast of the local developments and news of war between Spain and France.
Publication stopped after 15 issues.
• La Esperanza – firs daily newspaper.
Published only religious, scientific and historical stories
• 1848- El Diario de Manila put up by
Felipe del Pan. Lasted 38 years during the Spanish period
Early History of print Ads
•
•
•
•
•
Growth of advertising ensued with the development of printing and journalism. Advertising inextricably linked to the economic and social temper. Towards the 19th century, Philippines caught up with the Industrial
Revolution
Raised the purchasing power among limited segments of the population
Boosted production
Necessitated the use of print medium supported by advertisement to sell goods and services
• Dec. 1, 1846- La Esperanza emerged with paid advertisements. Other dailies followed suit.
• 1896- majority of Philippine newspapers and magazines was subsidized by advertising.
• Best journalism, some from
Spain, were hired.
Advertisements during the second half of the 19th century
•
•
•
•
•
•
Mostly textual
Indicating the product or service and its outlet or its producer Type used and the presentation was uninteresting
Hardly any full-page ads in
Advertising in the Philippines
Beginnings
• Earliest Filipino traders engaged in some sort of advertising, not unlike the primitive forms practiced by the Egyptians, Greeks and Romans
Before the advent of Spaniards in 1521
Our forefathers made use of printed signs to communicate their business messages:
• Writings on the shoulders of excavated jars from Calatagan.
Batangas and Mindoro
(14th-15th century) bear the title of the piece and sevensyllabic lines evocative of Tagalog poetic compositions called
Tanaga
• Town criers or some sort of printed materials during the galleon trade in Manila
• 1637- The first Philippine newsletter,
Succesos Felices was established
• 19th century – first newspaper del Superior
Govierno saw print. Readers were kept abreast of the local developments and news of war between Spain and France.
Publication stopped after 15 issues.
• La Esperanza – firs daily newspaper.
Published only religious, scientific and historical stories
• 1848- El Diario de Manila put up by
Felipe del Pan. Lasted 38 years during the Spanish period
Early History of print Ads
•
•
•
•
•
Growth of advertising ensued with the development of printing and journalism. Advertising inextricably linked to the economic and social temper. Towards the 19th century, Philippines caught up with the Industrial
Revolution
Raised the purchasing power among limited segments of the population
Boosted production
Necessitated the use of print medium supported by advertisement to sell goods and services
• Dec. 1, 1846- La Esperanza emerged with paid advertisements. Other dailies followed suit.
• 1896- majority of Philippine newspapers and magazines was subsidized by advertising.
• Best journalism, some from
Spain, were hired.
Advertisements during the second half of the 19th century
•
•
•
•
•
•
Mostly textual
Indicating the product or service and its outlet or its producer Type used and the presentation was uninteresting
Hardly any full-page ads in