We as consumers are the digital narrative to advertisers. They deliver us a service, they are able to attribute an emotional quality to something motivating and influencing our behaviour. In this lecture I grew an understanding of advertising in how its a sign of the times by looking at its history. I had never realised how much society had so much of an influence on advertising!
Going back to 1960 we see the birth of modern society take place. As a country we had just recovered from WW2 therefore people still very much followed a traditional lifestyle. Women would stay at home whilst the man of the house would go to war, food rations and money was limited. After the war recovery teen culture started, financial and sexual freedom was a major break through in the UK. New technologies became more popular in households, ITV was our only channel. Because of this new found freedom in society advertising had no particular style. It did have a sense of humour and comedy as it was majorly influenced by advertisers such as William Bernbach an American designer who took this approach to advertising. It became well respected as an art form in the 1960’s which was a major break through in advertising.
This is a piece of humorous advertising from the 1960’s designed to advertise wigs. Even though as an audience you may have a little chuckle to yourself of the thought of your wig blowing away it works well as a advertisement because with the phrase “don’t let this happen to you” it makes you think “what if this does happen to me, how embarrassing would it be, I must go out and buy a brand new wig!!!”.
At the start of the 1970s advertising had no rules, literally anything went, it even went as far as sexism. Society was in a a recession and unemployment was high therefore advertisers had to work even harder to generate sales because nobody had money to waste.
This is a very sexist advertisement from this time era suggesting woman are bad drivers. Towards the end of the 70’s however the Equal pay act was introduced which meant that the world of advertising had limitations and rules to follow.
Advertising was heavily influence by society in the 80’s as Margaret Thatcher come into power as she created a divide between the rich and poor which added complexity into advertising. New technology created a need for advertisers as people had never seen certain technologies such as the mobile phone the advertisement campaign used was key to the success in sales.
Society affected advertising in the 90’s as globalisation took place. Advertising was in high demand, people were uploading everything and anything without any thought.
By the 2000 people became much more aware of advertisement therefore it became much more skilled and clever.
I think the Tv commercial for Cadburys chocolate is very clever from this decade as a gorilla has literally nothing to do with chocolate or the brand but because of this is got people talking and sales risen. From evaluating the history of advertising its made me aware of the fact that you have to be aware of whats going on in society to be successful in advertising.
An example of a successful advertisement voted by industry is the Levis advert with the man in the laundrette washing his jeans.
Not only did this increase sales of jeans but it also made the soundtrack to the video number 1 in the charts. Society was considered when designing as it was aired to a European audience to envision the American Dream and celebrate America’s capitalism; giving Levi’s an impression of cultural cleverness.
Next time I need a good idea for a advertisement campaign… it would be a good idea to watch the news and read a newpaper!