Advertising and Integrated Brand PromotionPart 2: The Rise and Fall of the 1920’s Prosperity/ Decades in Advertising

The Roaring ’20’sAdvertising 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’sEmphasized modernity themes (at the time)

Catered to gender roles

Skewed Numbers

Social Setting DominatedAdvertising specified social relationships between people and products, by depicting the social settings and circumstances into which people and products fit.

The Fall of ProsperityThe Great Depression

1929-194125% of workers were unemployedPeople 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 advertising1920’s = Glamorous1930’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...

...and they were so fresh and so clean clean...

...but not always honestIn 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 TimingThe 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’sCreative 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.”

1960’s

1960’s Youth (according to Pepsi)

1970’sThe 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 disclosureAfrican Americans and women were represented more frequently and fairly.

1980’sSpending 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

Morning In America

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“1984”

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Just Dance

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90’s

Self Parody was hugeMore Visual than informativeBirth of Web based adsAccountability for ad agencies was higher than ever due to the means to track data.

80’s Style, 90’s Self Awareness

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Soda Style

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Gap

Volkswagen

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2000 on up

Bigger, larger scale.Took risksMore geared as entertainmentStarted to re-build brand image

The New Gap

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Abstract/Creative

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Awww <\3

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