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Advertising and Integrated Brand Promotion. Part 2: The Rise and Fall of the 1920’s Prosperity/ Decades in Advertising. The Roaring ’20’s. Advertising started to become a source of respectability, fame, and glamour. A time of great prosperity Standard of living increased
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Advertising and Integrated Brand Promotion • Part 2: The Rise and Fall of the 1920’s Prosperity/ Decades in Advertising
The Roaring ’20’s • Advertising started to become a source of respectability, fame, and glamour. • A time of great prosperity • Standard of living increased • People were less repressed and modest • Advertising tapped into the “pleasure” aspects of life. • Consumption became respectable • Being a consumer became synonymous with being a GOOD citizen
The 20’s... • Ad’s focused on Science and technology
The 20’s • Emphasized modernity themes (at the time) • Catered to gender roles
Social Setting Dominated • Advertising specified social relationships between people and products, by depicting the social settings and circumstances into which people and products fit.
The Fall of Prosperity • The Great Depression • 1929-1941 • 25% of workers were unemployed • People were living in poverty, scraping by. • Changed the way people thought about their government, business, money, and advertising.
Evil Ad’s • Big change of perception in advertising • 1920’s = Glamorous • 1930’s = Villainous
Radio’s Saves the Day • The number of radio stations went from a small handful, to over 800. • The number of radio sets in use went from just over 12 million homes to 51 million homes. • First show “Sponsors” appeared...
...but not always honest • In 1914 the Federal Trade Commission is formed in the name of “protecting the consumer.” • Their goal: To prevent business practices that are anticompetitive or deceptive or unfair to consumers; to enhance informed consumer choice and public understanding of the competitive process; and to accomplish this without unduly burdening legitimate business activity. • 1938 amendments to the Federal Trade Commission Act deemed “deceptive acts of commerce” to be against the law.
Positive Spin... • World War II helped people recognize ads in a positive way.
Perfect Timing • The ending of World War II and the rise in popularity of Television created an unstoppable force. • 1950’s • Subliminal Messages? (Ha!) • James Vicary- 1957 • First “Kid” and “Teen” markets emerge • The image of the “perfect” family • Confusion with TV ad structure.
1960’s • Creative Revolution • Art Directors and copywriters took more control, and a bigger say in management. • Ads became cleaner and minimal with some humor. • Aware of being “hip”, “cool”, or “youthful”. • Very self-aware... • “Ok, here is an ad, you know it’s an ad, and so do we.”
1970’s • The Action for Children’s Television was founded to fight against the amount of content and advertising aimed towards children. • National Ad Board and the FTC demanded higher standards of honesty and disclosure • African Americans and women were represented more frequently and fairly.
1980’s • Spending power! • Average income had doubled since post WWII • The birth of the infomercial • Two Sides: • Traditional Family Values (reminiscent of the 50’s) • Designer labels, social class consciousness, and greed
90’s • Self Parody was huge • More Visual than informative • Birth of Web based ads • Accountability for ad agencies was higher than ever due to the means to track data.
2000 on up • Bigger, larger scale. • Took risks • More geared as entertainment • Started to re-build brand image
