Through History

A history of advertising with the Bodleian Libraries

They’re everywhere. They surround us, consume us and influence us – sometimes without us even noticing. Advertisements have long been a part of daily life, even more so today as companies employ the latest in social media and technology to promote their goods and services while also using oldfashioned posters and leaflets to sell their wares. And historians have shown that through studying advertising through the decades we can reveal much about our changing consumer culture and society.

A key figure in the mid-19th century, Thomas J Barratt, chairman of the soap manufacturer A&F Pears, is often referred to as ‘the father of modern advertising’. His novel approach was to combine a memorable image with a popular slogan, and slogans such as “Good morning, have you used Pears’ soap?” often became well-known catchphrases. During the 19th and early 20th century, it was common for firms to market directly to customers using colour illustrations. Over the years, these styles responded to developments in printing, moving from paintings and illustrations to photography. The Bodleian Libraries’ The Art Of Advertising exhibition celebrates the changing nature of advertising between the mid-19th century and the 1930s, giving us a unique insight into our social and economic history.