We continue our look at advertising through the ages and start part two of our blog with the 1930s. The time bought a landmark in advertising as it was the decade that started celebrity advertising. The idea was to use a famous person to connect with a product, so the audience associated the product with this famous celebrity. This brought a change in the amount of text that was used in advertisements, and images of the product or celebrity were the main focus of the ad. Science was still prevalent in what text there was to support the product as genuine.
The War Years
The war years of the 1940s saw the domination of color advertisements, celebrities were still highly popular to promote products and to also cement public service notices. It was the celebrity who now endorsed the product rather than scientific content. It was the first time that data on numbers of users of the product started to appear in advertisement. This was an attempt to increase the desire to have something that your neighbors or friends were using. The 1940s also featured a sort of interactive quality, and users were presented with tips on how best to use the product and solutions to the audience problems.
The Swinging 60s
Advertising in the 1960’s was for the most part in color, and it was the decade that really rubber stamped the importance of an image. The content in 1960’s advertisement is more than we see today but a lot less than in previous years. These advertisements featured large letters for the most important theme of the ad, the other content was smaller as this was just support text. Advertisers had grasped that audiences noticed images of images of people and products much more than text.
The 1970s increased its focus even more on imagery, images increased both in size and importance. One really important addition to advertisements in this decade was the call to action. For the very first time the audience was instructed how they should act after seeing the advertisement. These new call to action ads featured competitions and it allowed businesses to have a strategy of permission-based marketing approach that would further expand their advertising to their target audience. Any content in the ad was to really explain what the competition was all about, and the rules and regulations for anybody who wished to enter.
The product had far less content or text to describe it, and the product was very much secondary to the competition. This was the real start of branding as an advertisement medium. The advertising company was so confident that their product was so well known to the audience that it could simply focus on the competition to spread the company or product name, and not what the product actually did.
The final part of our blog to see how advertising has changed through the ages focuses on the 1980s and the introduction of discount vouchers or coupons in the ad. This was a new concept in advertising and one that is very popular today.