2. Why advertise?
For businesses that want to reach out to new
audiences, introduce a new product or for
those that are just starting out it’s the best
option to get your word out there. Even though
advertising has become a costly option in
recent years, with smaller scale TV stations
fetching around £3000-£5000 per ad and the
larger stations at peak times costing around the
area of £20000, it is still a worthy investment
for a business in the long term. Imagination
and ‘out of the box’ thinking is a skill needed
for a producer to create a effective advert as
they have become synonymous for taking up
too much time on TV and being disliked by the
population, therefore an advert has to intrigue
the audience right of the start to stand a
chance of sticking with the viewer.
Boring and bland
Weird and intriguing
3. The beginning of advertising:
Ancient and modern physical advertisements
This is an example of a bronze plate used fro
printing advertisements in ancient China. In
this plate the advert is for the Liu family
needle shop at Jinan, Song dynasty China.
This is widely considered to be the earliest
printed advertisement in human history.
In this example an advert on for a traditional
Japanese medicine is being drawn with an
edo period style image of a samurai.
4. The beginning of modern advertising:
Radio
The first recorded events of
advertising utilizing radio was in the
early 1900’s, however it wasn’t until
1920 that KDKA Pittsburgh became
the first station to receive an official
license from the government to
operate.
5. The beginning of modern advertising:
Radio
Many people believe that the earliest radio
commercial was the WEAF “toll
broadcasting” program developed by AT&T.
It was introduced in August, 1922, and it
offered businesses the opportunity to
advertise their products and services by
sponsoring radio programs. Real estate
company Queensboro Corporation from
New York became the first sponsor, and it
paid a total of $100.00 for a 10-minute
advertisement to promote the sale of Long
Island apartments.
In the following years, radio commercials
began to gain popularity in the US.
6. The beginning of modern advertising:
TV
1941- The first television advertisement was
broadcast in the United States on July 1,
1941. The watchmaker Bulova paid $9 for a
placement on New Yorkstation WNBT before
a baseball game between the Brooklyn
Dodgers and Philadelphia Phillies.
For us in the UK it took some time before TV
advertisement made an appearance, as the
first TV broadcast advert occurred on
September 21st 1955 on ITV for GIBBS SR
toothpaste.
7. Records in the advertising genre
• Largest internet advertising presence in 2010 - Old Spice ads alone
received 1.8 billion impressions, had more than 140 million views on
YouTube, and gave P&G a 2,700% increase in followers on their Twitter
account.
• Most expensive TV advertising campaign - It was for Pepsi Cola at
Superbowl XXXVI. Britney Spears shimmied and danced her way into the
record books for them. It cost $8.1 million ($90,000 per second)
• Largest advertiser - Making its second debut on this blog is Proctor &
Gamble for being the largest advertiser. In 2010, they spent $8.576
BILLION on global TV, print, radio, internet and in-store advertising.
• Largest physical advertising (on a building) - International Finance Centre
(Hong Kong’s tallest building and the world’s third tallest building) with a
205,865.02 square feet (about 50 floors) advertisement.
8. The rise of modern advertising:
TV and Sex
Sex sells. Sexual representations
and nudity have formed our
modern portrayal of advertising
and has become common in
advertising, even in those where it
wouldn’t be associated with. The
first example of using nudity and
sex to sell a product was in 1911 by
Woodbury Soap Company. Created
by Helen Lansdowne, claimed that
women who used the soap would
have "Skin You Love To Touch".
9. The rise of modern advertising:
TV and Nudity
Once again Woodbury Soap
Company is pioneering the art of
using the human body and
sexualizing it to sell a product. In
this case it’s the first example of
using nudity in an advert. The ad,
known as "The Sun Bath", was
photographed by Edward Steichen
and showed a nude woman lying
on stairs on her side with her back
to the camera. The text advertised
that Woodbury Soap was now
enriched with "filter sunshine”.
10. The non-ethical history of advertising:
Race
Before the rise of the Civil Rights Movement in
the 1950’s and 60’s, racial minorities were
largely absent and underrepresented in the
mainstream medias, those who did appear were
mostly represented in the common stereotypes
associated with the specific race.
Aunt Jemima was a staple character in the US for
her food related adverts, and followed the
stereotypical features at the time.
Asian and black Americans were at the epicenter
of racially themed adverts, especially after the
conclusion of the second world war, and were
represented in distasteful representations of
their stereotypical features.
11. The non-ethical history of advertising:
Drugs
I could go on forever about the
prevalence of tobacco in media during
the early and mid 20th century, with
companies earning their money off of
selling dangerous products to the
unaware public. However it’s more
important to acknowledge that the
advertisement of tobacco was banned in
the UK in 1965 and later on in the US on
January 2nd 1971.
Tobacco companies were not the most
ethical organizations by any means, even
stooping to using children in adverts to
create an innocent appeal around
smoking and the use of tobacco.
12. The non-ethical history of advertising:
Tobacco
1952. With the recognition
of the Santa character used
by CocaCola,
the ad is trying to normalize
smoking by associating it
with a pop-culture
reference.
1960’s. Highly unlikely that
a dentist would ever
actually recommend any form
of smoking. It was
incontrovertible
that smoking caused a
multitude of
health problems by 1956 with
indisputable evidence and
research.
1952. Once again
the sexualizing of an
act is being used to
sell a product.
1950’s. Using a
happy looking
mother and son is a
clear example of
trying to deceive its
audience. Trying to
advertise it as a
perfect gift for
fathers.
13. The establishment of modern
advertising: Cable TV and Music
• MTV was launched on August 1st 1981 and
stormed into the music video scene with an
extensive portfolio of music on its first day
release
https://en.wikipedia.org/wiki/List_of_first_mu
sic_videos_aired_on_MTV.
• With the first music video being aired was the
appropriately named, Video Killed the Radio
Star by The Buggles.
14. The establishment of modern
advertising: Cable TV and MTV
• Music videos are a great example of
advertising creating a new genre to sell a
product, in this case albums and possibly
tickets to shows. The music video has
become a great platform for musicians
to place their products upon to become
recognized and spread in the mass
media. With the creation of MTV the
popularity of music videos has
skyrocketed with platforms such as
YouTube having its top 10 most viewed
video spots dominated by 9 songs, and
only 2 non-music videos in the top 25.
15. How music videos drove the
evolution of advertising
CGI and animation have been used to create
stunning music videos in the past 20 years.
Most notably the Gorillaz for their creation
of the animated music videos for “Feel good
inc” and “Clint Eastwood”. With more effort
and resources being put into these
advertising tools, more conventional
advertisers have become aware of these
styles and have began utilizing them too.
The most known advert campaign that
utilises CGI is probably the Compare the
Market adverts. The prominent usage of the
CGI Russian meerkats have become
household icons since their first introduction
on January 5th 2009.
16. Records in music videos
• Most expensive music videos at time of release
Artist(s) Song name Cost at the time
(US$)
Cost inflation
adjusted (US$)
Michael and Janet
Jackson
Scream $7,000,000 $11,000,000
Madonna Die another day $6,100,000 $8,100,000
Madonna Express yourself $5,000,000 $9,100,100
Madonna Bedtime story $5,000,000 $7,800,000
Michael Jackson Black and White $4,000,000 $7,000,000
Guns N’ Roses Estranged $4,000,000 $6,600,000
Gwen Stefani Make me like you $4,000,000 $4,000,000
Aqua Cartoon heroes $3,500,000 $5,000,000
Puff Daddy Victory $2,700,000 $3,900,000
MC Hammer 2 Legit 2 Quit $2,500,000 $4,200,000
17. Advertising outside of the western
world
• Advertising a product
across cultures can be
difficult depending on
how far you want to
advertise your product
and into how many
differing cultures it will
be spread to. The
campaigns need to
consider Standardization
and Localization.
Things to be considered:
The product
The region being advertised to
Religion or any beliefs
Customs and standards
Taboos
General culture
18. Genres of advertising:
Comedy
• The use of comedy in advertising has a simple aim, to keep its audience
interacting with what’s happening and to get them to remember the
product and hopefully purchase it later on. Advertisers love to use comedy
in their adverts, however there is one big problem with using comedy, it’s
hard. Comedy is of course subjective and everybody takes it differently. A
joke can be taken by two people in two completely different ways,
depending on what has happened to them in their lives and how their
character has been shaped.
