ЕВОЛУЦИЈА ПРОПАГАНДЕ
EVOLUTION OF ADVERTISING

Summary/Abstract: Advertising has been present since ancient times, namely, as far back as the year 2,000 B.C. Various forms of advertising have been replacing each other over time, but the role of advertising has remained the same – drawing attention intentionally and knowingly with the aim of acquiring material benefits for its sender or other benefits in a less tangible form. Nowadays, advertising is full of a variety of mechanisms trying to influence the audience; it is woven into numerous segments of our everyday milieu and features an indirect creation of a multisensor experience, which makes a distinction from other means. What makes advertising especially attractive is the fact that the market battle nowadays is considerably based on intangibility and the advertising itself has contributed to the establishment of such a rule. This paper summarizes the evolution of advertising process, from its roots till today. It is especially emphasized that the development of advertising has been associated to a large extent with the development of branding, so that strong relation created between these two concepts still appears in mutual feeding of their effects.

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