Bygone Thai Printed Ads

The Evolution of Thai Print Advertising: From Royal Roots to Modern Media

1. The Genesis: The Bangkok Recorder (1844)

Print advertising in Thailand (then Siam) traces its origins back nearly two hundred years to the reign of King Rama III.

• The Milestone: In 1844, Dr. Dan Beach Bradley, an American missionary, founded The Bangkok Recorder.

• The Impact: This was the first English-language newspaper in the country (later published in Thai as well). It introduced the concept of public notices and commercial announcements to a society that previously relied on word-of-mouth and official royal decrees.

• Early Style: These initial "ads" were rudimentary, consisting of simple text blocks announcing ship arrivals, imported goods, and medical services.

2. The Professional Turn: Prince Purachatra (1924)

As the economy grew and international trade expanded, the need for a more organized approach to marketing became evident.

• The Milestone: In 1924, a pivotal shift occurred when Prince Purachatra Jayakara (the Prince of Kamphaeng Phet), often regarded as the "Father of Thai Radio" and a pioneer of Thai marketing, established the first formal advertising agency in the country.

• The Agency: Known as The Siam Advertising Company (or Borisat Khotsana Sayam), this entity moved beyond simple notices. It began focusing on the art of persuasion, layout, and visual communication.

• The Legacy: The Prince’s vision helped legitimize advertising as a professional industry, blending Western marketing techniques with Thai cultural sensibilities.

---

3. Key Eras of Development

Period	Characteristics
Late 1800s	Focus on medicinal products (curative tonics) and luxury imports for the elite.
Early 1900s	Increase in visual elements; use of traditional Thai motifs alongside Western-style typography.
Post-1924	Professionalization; advertisements began appearing in a wider variety of magazines and daily journals.

---

Note

While the Bangkok Recorder planted the seeds of print media, it was the institutionalization of advertising by Prince Purachatra that transformed it into a commercial engine. His efforts paved the way for the vibrant, often humorous, and visually stunning Thai advertising industry we see today, which is now globally recognized for its unique storytelling flair.

Sources:

https://www.bangkokpost.com/opinion/opinion/2346738/curious-vintage-thai-ads