advertising in the 20th century - melisa shen's...
TRANSCRIPT
Advertising in the 20th Century
Themes & Trends in Advertising
1900’s
By Andy and Ashley
What was Happened during this Decade?
● During this time, millions of european immigrants were moving to the United States
● These immigrants took the place of the middle class in factories and other points of production,
therefore pushing them up the social ladder
● Because of this, the middle class began to earn more disposable income than past generations.
Therefore the amount of machine-made goods purchased by Americans significantly increased. This
gave way to a new culture of consumerism and therefore a greater need for advertisements
What changes took place in the advertizing industry during this decade?● In the past, advertising was limited to ads placed newspapers and magazines
● With the expanding consumer culture, companies began to expand their reach by placing advertisements on billboards, in store windows, on the outside of buildings, and on public transportation
● Companies now looked for creative and innovative ways to advertise their goods to
thoroughly convince Americans to buy their products
What style of Advertising were most common in the 1900?● Training booklets/ads for the consumer so they could know how to use the
product being sold○ gillette had “shaving lessons” ads which made their product very popular
● Free samples/handouts of the products ○ Heinz participated in fairs, markets, and expositions. They hired women to hand out free samples
and mentos.
● Text heavy articles describing the company's products
Ads Target Sanitation and Well Being● Advertisements in the 1900’s played a major role in the situation of public
sanitation (at the time the norm was only to bathe yourself once a week)
● Insurance company agents handed out pamphlets that described how diseases were transferred
● Cities started to install disposable drinking cups on railroad lines ● flyswatters were given away and came with the message of “clean homes, pure
food, clean milk, no flies, and no mosquitos”
Advertising in the
1910s
by George and Miranda
Why Ads Became Popular● great improvements in reading and writing● more Americans working and living in cities
○ higher concentration in one place, advertising to the masses was easier
● intended to help people● ads helped create a new standard way of acting and being● a lot of money was put into advertising ($256 million in 1900 to $1
billion in 1919)
Most Common Medium● newspapers were a big contributor to the growth of the industry. They were
printed daily and weekly and contained lots of ads● bill boards - though limited artistic formats and lack of imagination still helped
advertisement growth● magazines - the most successful ones were those who sold relatively common
products to a wide range of people (Cosmopolitan, Ladies’ Home Journal, Saturday Evening Post which earned more than $17 million in advertisements)
● Ad agencies were centered in large cities (New York, Chicago and Philadelphia) - though some people were afraid that advertising was little more than trickery
Types of Ads and Their Differences● two types of advertisements
● soft sell○ impressionistic approach
○ made clear associations between the product and human feelings
○ actors were placed at the center of the ads
○ considered revolutionary for the time
● hard sell○ based on “plain speaking”
○ relied on honesty and genuine pitches
○ featured the product at the center and contained a lot of
information, spared no space
Difficulties Experienced● while most advertising agencies used both styles, promoters
themselves had hardly any idea what was effective
○ ended up spending large amounts of money in attempts to stay
relevant
● manufacturers experienced trouble with the newness of their products
○ electrically powered products, (toasters, refrigerators, washing
machines, etc.) were introduced
○ in 1910, a standard electrical current was agreed upon by power
providers
○ so at this time, many homes still did not have electricity
Advertising in the 1920s
By Olivia Bibbo
What was happening historically in the 1920s?- Americans were beginning to define themselves
through houses, cars, clothes and other goods- Americans had more money than they did in previous
years, they also compared their personal success to one another
- Cars were becoming more popular and gave Americans more freedom
- The 18th amendment was created, banning liquor- Prohibition caused a lot of social tension- Passage of the immigration law
What changes took place in the advertising industry?- More money than ever before was being spent on ads- Advertisers argued that their products would
enhance health, beauty and even life- Ads began to associated products with desirable
traits, such as youthfulness, attractiveness, intelligence and popularity
- Advertisers began using persuasiveness to encourage consumers to buy their products
- Putting ads in magazines and newspapers made it so that retailers could advertise products coast to coast, it also made magazines more colorful and eye catching
What style of advertisements were most common?- Most common form of advertising was billboards,
newspapers, magazines and radio commercials- Instead of featuring the product alone, the ads
began to feature people enjoying the product- Advertisers began to portray products in such a way
that would comfort people's needs and fears- Neon signs were used to provide a more modern, high
tech approach to consumers- For the first time, ads began to use celebrities as
sponsors to promote products - Motorists at the time were fond of billboards that
were meant to be read in progression
Other important info.- Over $700 million was spent on advertising in 1914,
by 1929, over $3 billion was being spent on ads- Only 10% of ad professionals were women - Advertisers began to track consumer reactions and
began to use statistics- Architecture was starting to be used as a way of
advertising, restaurants developed unique unique architecture designs to capture consumers attention
- Intimate and personal ads taught Americans to judge each other based on brand names
Pictures
Advertising In The 1930s
By: Matt Guerra And Rebecca Ward
What Was Happening Historically In the 1930s
● The Stock Market crash happened on October 15th 1929, led to the Great Depression.
● WW2 started in 1939● The Nazi Party took power in 1933● Franklin Roosevelt created the “New Deal”, a widespread welfare
strategy● The dustbowl or the “Dirty Thirties”, affecting 100,000,000 acres of
land● The 21st Amendment repealed the 18th Amendment● Radio became the dominant mass media
What changes took place in the advertising industry?
● Unemployment was at 25% ○ Because of the decrease in spending money, people were
suspicious of advertisements and purchasing their products● With fewer associates in stores, advertisements became the
educator on which products to buy and why○ They became less about the consumer and more about the
product○ Many ads suggested that products could help end the
depression and make times ahead better
What changes took place in the advertising industry?
● For the first time, advertisements were directed at teenagers (for school supplies, clothes, etc.), not their parents
● Ad revenues plummeted to ⅓ of what they were in the 20’s● Struggling to sell products, advertisements promoted gender roles
○ Women were portrayed as consumers, while men as producers● Cartoon shorts were used as TV advertisements● Cartoons and pictures were used in place of paintings, as people felt
that paintings could lie to them
What style of advertisements were most common?● Print ads decreased while radio promotions increased● Advertisers toned down the “clamor and hoopla” and went back to
basics● Large words and pictures were favored over lengthy texts
○ Cubism was shown in advertisements, eliminating words○ Pictures and cartoons were used more than paintings
● Contests and giveaways were promoted more- due to increased radio advertisements
● Jingles became popular as people could remember them more than wordy print ads
Advertising in the 1940’s
By: Brett and Sam
events of the time period
● World War II started in 1939 when Nazi Germany invaded Poland, causing France and England to declare war. The war lasted a day over 6 years, ending when Japan surrendered after having an atomic bomb dropped on them. This war involved almost every major power.
● In the post WWII era, two major superpowers emerged, the US and the Soviet Union. The other countries involved in WWII were in ruin, economies collapsed, millions were homeless. To try and help these problems the United Nations was formed out of the rubble of the League of Nations
Changes In Advertising● Advertising Companies made efforts to Align themselves
with everyday people, appealing to the normal everyday housman, wife, and child .
● pitched a “world of tomorrow,” better “futurist” products that would help out everyday life.
● With the war still in progress, companies used advertisements as an alternate way to promote the purchase of war bonds
Style of 40’s Advertisements ● With World War II in progress, America’s consumer market was having a tough
time progressing. Due to the war, products like rubber, fuel, and many other were rationed. This led to the lack of products for consumers to purchase.
● During the war, many new products were developed and advertised such as: aerosol spray cans, nylon, plastics, and other household items. With the baby boom underway Most advertisements were products for mothers, but big companies did something that increased purchasing.Companies introduced a more patriotic, and pro-America adds to attract americans who were eager keep power, and win the war by boosting moral.
Media Advertising in the 40’s● The Television industry began to grow in the late 1940's, so early advertisers used
TV to support their brands like Lever Bros, Pan American Airways, Esso, and Firestone Tires.
● Radio advertising agencies sponsored and produced most of the programming on television for the top 10 shows of 1949.
● A development in the radio industry in the 1940’s was FM broadcasting. General
Electric Co. began to sell FM radios in 1940 and 1941. Print suffered in quality
during the war due to a lack of paper. in 1942 The New York Times launched its
Sunday ad Magazine, which showed the public popular fashion trends.
●
1950’s Advertising
By Katie and Scott
Forms of Advertisement● Print
○ Print still continued as a major advertising medium in the 1950s but Television and radio provided strict competition.
● Television○ The 1950s was the year television started to take over the world in terms
of advertising ● Radio
○ The 1950’s and the rise of television was the fall for radio
Advertising Tactics
Television: Advertisers would make the product look very attractive by putting it in a very nice setting. Some companies had their own show and they would use the product in every episode but the shows were not very successful and they would switch to commercials. For a while most tv ads lasted a minute but eventually companies were finding that to be very expensive. Many companies created cartoon mascots for their product as a way to keep the product in the consumer’s memory. Celebrities were used as another way to advertise a product either in a commercial or a tv show
Ad. Tactics Pt 2Radio: Ads woulds usually have a brief description of the product with a slogan at the end. Radio, Print, and Tv ads usually all had a jingle or slogan at the end which would usually help keep the product in the consumer’s memory
Print: Ads were very descriptive and not so much like tv where they tried to make the product look very nice. If there was an ad for a car it would give the speed and MPG unlike in a tv ad where they would just say it’s fast. Advertisers were determined to describe their product as the best.
Statistics● U.S. Spending
○ 5.7 billion in 1950 to near 12 billion in 1959○ Television consumed ⅔ of that budget
○ In 1950 television had 41 million in ad revenues while in 1952 it increased to 336 million nearing radio’s 473 million, by 1959 it had reached 1.5 billion
○ Television’s budget also increased from 6% to 13% while radio fell from 9% to 6%
● Television Statistics○ Halfway through the 50s television took over as leading carrier for advertising○ By 1959 television could reach 90% of American homes○ Cars were the most advertised thing on television, General Motors being the top advertiser
○ Companies would spend 10,000 to 20,000 on a one minute ad which lead companies to downsize; making their commercials only 30 seconds instead of a mintue
Advertising in the 1960sLauren and Cece
The Generation Gap•In the beginning of the decade, advertisers were stuck in traditional ways
•Since almost ½ of Americans were 25 or younger at the time, advertisers realized they had to start targeting a younger market
•The younger generation saw themselves as anti-consumer and anti-advertising
•Companies offered products as things that were anti-consumer, anti-establishment, and anti-conformity
•Introduced colorful and bright graphics, along with rock music in the background to appear more hip
•Ads told people the product would make them feel/look young
Advertising Liberates Women•The women’s liberation movement didn’t become an important aspect of marketing strategies until the end of the 1960s
•Agencies began to target the “new woman” while also keeping tradition in tact (ex. Pond’s changed their lotion color from the typical white to pink, ad showed nontraditional activities for women such as working on a motorcycle)
•Women in some commercials remained sexual objects and made bad choices (ex. Virginia Slims cigarettes showed women in revealing clothing, and had the slogan “You’ve come a long way baby, to get where you’ve got today” in reference to the liberation movement even though the commercial still objectified women)
Advertising to African Americans“In the 1960s, African Americans began to be recognized as important
consumers.”
> Mostly due to the publication of the $30 Billion Negro in 1969. In which African American author, D. Parke Gibson argued the benefits that would come from attracting non white consumers.
> At first, advertising to African American consumers only occurred in black-oriented publications such as Ebony magazine and Negro Digest.
> But eventually other companies, like Greyhound busses, a major symbol of segregation in the South, learned the importance of advertising to all of the population and embarked on a minority hiring plan.
Advertising to the “Counterculture”“The concepts “young,” “counterculture,” and “creative” became virtually
synonymous within advertising agencies in the 1960s”
> With almost one half of Americans under the age of 25, advertisers began to shift their lense from the stingy generation that grew up during the times of the Great Depression to those in “The Now Generation.”
> Advertisers introduced psychedelic graphics and hired long-haired models wearing hip clothing. They marketed their products as antiestablishment and anticonformity to appeal to the young people of the 1960s
> By the mid 1960s, advertisers began to aim the youthful image at older generations, enticing them with the idea that those who were old could look young by buying the right products
Pictures
Adverti$ing in the 1970’$
Au$tin We$$el and Eli$abeth Kaufmann$
What Was Happening Historically in the 70s?★ 1970: Beatles Break Up, Computer Floppy
Disks introduced, Palestinian Group Hijacks Five Planes, Kent State Shootings
★ 1971: VCRs Were Introduced★ 1972: Pocket Calculators Introduced,
Terrorists Attack at the Olympic Games in Munich, Watergate Scandal Begins
★ 1973: Roe vs Wade Legalizes Abortion in the U.S., Paul Getty Kidnapped, Skylab (America’s First Space Station) is Launched, U.S. Pulls Out of Vietnam, U.S. Vice President Resigns
★ 1974: Patty Hearst Kidnapped, Serial Killer Ted Bundy Begins His Killing Spree, Terracotta Army Discovered in China, U.S. President Nixon resigned and Gerald Ford Takes Over and Pardons Nixon
★ 1975: Cambodian Genocide Begins, Civil War in Lebanon, Jimmy Hoffa Goes Missing, Microsoft Founded, Two Assassination Attempts Against U.S. President Gerald Ford
★ 1976: Apple Computer Founded, North and South Vietnam Join to Form the Socialist Republic of Vietnam, Jimmy Carter Became President
★ 1977: Elvis Found Dead, Star Wars Movie Released
★ 1978: First Test-Tube Baby Born, John Paul II Becomes Pope, Jonestown Massacre
★ 1979: Iran Takes American Hostages in Tehran, Nuclear Accident at Three Mile Island, Sony Introduces the Walkman
What Was Happening Historically in the 70s?THE 70’S WERE THE DECADE OF:
★ THE ENVIRONMENTAL MOVEMENT
★ FIGHTING FOR WOMEN’S RIGHTS
★ THE ANTIWAR MOVEMENT
★ THE WATERGATE SCANDAL
★ LEGALIZED ABORTION
★ US PULLED OUT OF VIETNAM
What Changes Took Place in the Advertising Industry in the 1970s?
➔ Commercials on children’s programming was reduced from 16 minutes per hour to 12 in 1973
� Changes also made on children’s television included restrictions on mentioning specific commercial products in a program or use of cartoon characters or other recognizable show hosts
� Further restrictions in 1975 limited ads to 10 minutes per hour during weekend children’s programming
� There was a ban on tobacco product ads following the ban on cyclamates (a sugar substitute) at the end of the 1960s
What Style of Advertisements Were Most Common in this Decade?
� More catchy slogans were being put
in place
� It was almost all commercials at
this point, no more billboards
� Used more ads/scenarios to
specifically relate to people
(using more women and African-
Americans)
Commonly seen ads of the 1970s
Other Important or Relevant Info:
� “Hey Mikey!” was a popular ad in the 70s for Life Cereal that had a boy named Mikey who “hated everything” try the cereal and love it.
� Cereal companies also advertised by putting toys in the cereal boxes to get kids roped in to buy them.
� Ralph Nader founded an organization known as Public Citizen which is still in use today
� McDonald’s and Miller Lite beer’s ad campaigns in the 1970s gave mothers, many of whom were trying to juggle parenthood and a career, and facing criticism because of it, permission to take their children to fast-food restaurants without feeling guilty
Advertising in 1980s
Caleb Coffin and Mitchell Stearns
What was happening historically in the decade?● 1980: Ronald Reagan elected president ● 1983: "Just Say No" drug campaign launched by First Lady Nancy
Reagan. ● 1986: The space shuttle challenger explodes after takeoff killing the
first teacher to go to space. ● 1987: "Black Monday," the stock market plunged 508 points. ● 1988: Pan Am flight 103 explodes, killing 259 passengers.
Investigators later reveal that a terrorist bomb aboard the plane caused the explosion.
● 1989: Hurricane Hugo hits the Carolinas, killing 70 people and causing $4 billion in damage, leaving thousands of people homeless.
Changes in advertising in 1980’s
● Portrayed a way for a better life● Featured celebrities (celebrity
endorsement) ● Played on consumers aspiration● Infomercials, 30-minute commercials often
centered around product promotion by celebrities, became popular.
Types of ads
● Cigarettes● Apple computer’s● Automobile’s● women's beauty● Alcoholic beverages● Refreshments (Coke,
Pepsi)● Footware(Nike)
Style of advertisements (Selling strategies)
● Linking celebrities to products● Playing on consumer’s hope to be successful● Apple: telling people not to be afraid of buying there
product/ going against the stereotype of computer owners● Some companies still used jingles in order to intrigue the
audience● Showed the audience that there product is the best option
Other information
Apple featured a super bowl ad lasting 60 seconds long that was only showed once and won multiple awards. The ad was very popular and was widely know from all the publicity it created
Advertising in the 1990s
Online Advertising● Companies made advertizing deals with major internet providers ● The internet allowed advertisers to learn about their audience based on the
location they accessed the internet, the sites they visited, and through information collected from online surveys
● Companies could buy ads on sites related to their products, allowing companies to target consumers with a focused interest
● Online advertising gained momentum around 1994 and by1999 it was worth $1.8 billion
Infomercials & Telemarketing● These new forms of advertising were cheap and did not require as big of
returns that mainstream marketing required. ● Due to limited deregulation of commercial time restraints in the mid-1980s,
the late 1990s and saw the rise of the infomercial. ● Infomercials were aimed and able to imprint the brand name in the viewer’s
mind.● Annual sales for telemarketers reached $650 billion by 1999.
Product Placement
● Paid advertising made its way into film and television.● Certain products would be show in the film or show as subliminal
marketing.● This lead to placement companies, companies that would read the
script and ad places where ads could be placed.● The idea of product placement was to
subconciously imprint a brand name or product in the mind of the audience
Advertising Themes● The rugged outdoors were used for many advertisements in the era.● America had a renewed interest in all things “retro” so adds exploited
their nostalgia. ● Ads aimed to the younger generation (Generation X) painted older
generations as out of touch and featured many extreme sports, even if they weren’t relevant to the product.
Advertising in the 2000sBy Izzy and Zach
What was happening historically in this decade?● Social networks were created and becoming
increasingly popular (MySpace in 2003, FaceBook in 2004)
● YouTube was created in 2006○ Place for people to watch and rewatch ads○ Also a place for advertisers to show their commercials
● The 2000’s was a big agency era○ Corporate owners began owning dozens of small
agencies creating mega-agencies● The Super Bowl solidified its position as advertising’
s main annual event ○ A 30-second commercial spot cost $2.7 million in
2008
What changes took place in the advertising industry?● businesses want to form relationships with consumers in order
to get them to keep buying their products● the use of social media / the internet as a means to advertise ● relationships between celebrities and companies were viewed
as partnerships (both make money/get publicity)● increases in celebrity endorsements - stars realized that serving
as a spokesperson could increase their own popularity
What style of advertisements were most common in this decade?● “Guerrilla Marketing” which is creating a relationship with a consumer
without that person knowing they are being marketed to● Corporations began to use social networks and social media to
promote their products● Targeted the public’s insecurities to convince them to purchase their
products
Continued
● Used celebrities and athletes to promote products○ public would buy products if used by their idols
● Product placement○ advertised products in tv shows or movies
