Advertising has always been a uniquely influential social force. It affects what we buy, what we believe, who we elect, and so much more. We tend to know histories of other massive social forces, but even people working in advertising often have a tenuous grasp of their field's background.

This book slices advertising's history into a smörgåsbord of specific topics like advertising to children, political advertising, people's names as advertisements, 3D advertising, programmatic buying, and so much more, offering a synopsis of how each developed and the role it played in this discipline. In doing so, many firsts are identified, such as the first full-page color magazine advertisement, and the first point-of-purchase advertisement. This book also reaches back farther in search of the earliest advertisements, and it tells the story of the variety of techniques used by our ancestors to promote their products and ideas.

Part textbook, part reference, the book is an advertising museum in portable form suitable for all levels of students, scholars, and arm-chair enthusiasts.

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Richards creates a “portable museum of advertising,” arranged chronologically and designed to encourage browsing. Readers can dip in and out, encouraged by hundreds of illustrations, primarily of advertisements past and present. Chapters 8 and 16 on social implications, ads, and culture relate interesting facts on how advertising both influences and reflects its time. Delivers a broad look from ancient times (there is evidence of Roman shops signs in BCE 776) to modern promotional products (Livestrong bracelets; MAGA caps). Well-documented and scholarly with crossover appeal for general audiences.

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Marketers describe advertising as a paid form of nonpersonal communication meant to persuade. Researchers have found examples of advertising dating back to ancient times, including a hanging tag used to identify a bottle of oil in 3000 BCE. Richards puts together the whole story of this fascinating, critical component of marketing. Students and practitioners of advertising and history will find the evolution of advertising from basic names, signs, and labels to the sophisticated electronic media of today a remarkable journey…. Richards' book is packed with examples and a timeline that threads together each advertising development, resulting in a surprising, fascinating historical narrative. Recommended. Advanced undergraduates through faculty and professionals.

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In addition to the extensive timelines, great selection of illustrations, and snappy prose, Richards has compiled impressive lists of advertising institutions, trade characters, jingles, and slogans over time. Arranged in chronological order from date of the earliest creation, these collections should be of great interest to most readers who have lived through some of this history.