Advertising Week


Advertising Week 10th Anniversary Official Guide

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Page 184 of 333

AW2017 183 Advertising Gets an Assist On June 4, 1917, the American Association of Advertising Agencies, now known as the 4A's, was formed with 111 charter members. It adopted standards of practice and an advertising code of ethics for its members. That same year, the 4A's par- ticipated in the war effort by coordinating patriotic messages to appear in ads and aiding in military recruitment campaigns. 1900s 1920s The Rise of Radio and Out-of-Home Ads Radio advertising was born in 1922 with the fi rst radio com- mercial broadcast on WEAF in New York, promoting the new Hawthorne Court Apartments in Jackson Heights, Queens. Radio host H.M. Blackwell spoke to listeners about the virtues of living in the suburbs. Out-of-home came into its own around the same time when the Burma-Shave company created the concept of sequential billboards, which proved to be so effective in raising brand awareness that Burma would soon become the no. 2 shav- ing cream company in the United States. The 4A's is turning 100, so to celebrate we're taking a trip down memory lane through the "modern" advertising age, replete with disruptions, politics, technology, platforms, innovation, and even a bit of intrigue. Come along for the wild, roller-coaster ride that continues to this very day. By Juliette Fairley 1900s

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