The earliest “proto-advertising” developed along with human society. At first, it was a system of signs that indicated the boundaries and expressed a welcome or a warning. Advertising in the modern sense of the word emerged with the appearance of heralds who shouted out important announcements in crowded places in the city. The word “advertising” derives from the Latin “reclamare” meaning “to shout”.
With the development of printing, print advertising, which combined text and image, came to the fore. Since the middle of the 19th century, it has become an indispensable companion of a booming industry and a powerful weapon in the competitive struggle. Manufacturers were looking for ways to attract buyers: they used new materials, applied innovative technologies, and took public interests and tastes into account. They used advertising campaigns to inform their customers about all this news.
European and American trends came to Russia, and influenced confectioners as well. Entire advertising strategies were developed with systems of gifts, bonuses, discounts, and charity events. Print advertising played a huge role: customers were attracted by memorable logos, bright packaging, labels, and thematic series of confectionery. Shop windows became the realm of advertising: customers were to appreciate the display of bonbonniere boxes, artificial flowers, and beautifully decorated price lists.
Signs became a separate type of advertising. Small shops and shops for poor, usually illiterate people used signs only with drawings and emblems and without inscriptions. Top-class patisseries for educated guests commissioned professional artists to create real works of art. Several of these signs are housed in the museum’s collection. One of them is an advertisement plate for François Cailler chocolate — one of the oldest firms in Switzerland. François-Louis Cailler was the first to obtain a thick mass that was as solid as butter using liquid chocolate. Later he learned how to press chocolate into bars.
Cailler’s daughter Fanny and her husband Daniel Peter continued managing the business. They had a chocolate factory built in the Swiss town of Broc — it produced the world’s first milk chocolate. Today, at the Maison Cailler factory, visitors not only learn a lot of interesting things about chocolate production, but can also watch the process of making sweets.
With the development of printing, print advertising, which combined text and image, came to the fore. Since the middle of the 19th century, it has become an indispensable companion of a booming industry and a powerful weapon in the competitive struggle. Manufacturers were looking for ways to attract buyers: they used new materials, applied innovative technologies, and took public interests and tastes into account. They used advertising campaigns to inform their customers about all this news.
European and American trends came to Russia, and influenced confectioners as well. Entire advertising strategies were developed with systems of gifts, bonuses, discounts, and charity events. Print advertising played a huge role: customers were attracted by memorable logos, bright packaging, labels, and thematic series of confectionery. Shop windows became the realm of advertising: customers were to appreciate the display of bonbonniere boxes, artificial flowers, and beautifully decorated price lists.
Signs became a separate type of advertising. Small shops and shops for poor, usually illiterate people used signs only with drawings and emblems and without inscriptions. Top-class patisseries for educated guests commissioned professional artists to create real works of art. Several of these signs are housed in the museum’s collection. One of them is an advertisement plate for François Cailler chocolate — one of the oldest firms in Switzerland. François-Louis Cailler was the first to obtain a thick mass that was as solid as butter using liquid chocolate. Later he learned how to press chocolate into bars.
Cailler’s daughter Fanny and her husband Daniel Peter continued managing the business. They had a chocolate factory built in the Swiss town of Broc — it produced the world’s first milk chocolate. Today, at the Maison Cailler factory, visitors not only learn a lot of interesting things about chocolate production, but can also watch the process of making sweets.
