Thomas J. Barrat, coined the father of modern advertising, is credited with the world’s first legally registered brand, slogans, images, and phrases to advertise Pears’ Soap Company. ("Thomas J. Barratt Dead.") The New York Times stated, “Mr. Barrat’s genius for advertising was revealed by the way in which he made use of the testimonials received from users of Pears’ soap, so that they came vividly and continually before the notice of the public.” ("Thomas J. Barratt Dead.") His integrated approach to advertising became the custom heading into the 20th century.
As the industrial revolution transformed business products and made large-scale manufacturing possible, businesses were able to produce more product and therefore sought to reach many more consumers. Over a 40-year time span, advertising grew in the United States from about $200 million in 1880 to nearly $3 billion in 1920. It became customary for businesses to influence an audience at a large scale compared to previous mom-and-pop stores. (Allor)
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