page_title: History of advertising
section_title: Since 1900:  Europe
hierarchical_section_title: History of advertising / Since 1900:  Europe
caption_attribution_description: The first depiction of the Michelin Man making a toast. He is also known as Bibendum, possibly because of this poster. The phrase Nunc est Bibendum! is taken from the Odes of Horace.
context_page_description: The history of advertising can be traced to ancient civilizations. It became a major force in capitalist economies in the mid-19th century, based primarily on newspapers and magazines. In the 20th century, advertising grew rapidly with new technologies such as direct mail, radio, television, the internet and mobile devices.
  Between 1919 and 2007 advertising averaged 2.2 percent of Gross Domestic Product in the United States.
context_section_description: J. Walter Thompson became the first American agency to expand internationally with the opening of J. Walter Thompson London in 1899.
caption: A poster by "O'Galop" of Bibendum, the Michelin Man, 1898
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