The Evolution of Televisio n Advertising 1940 1950

The Evolution of Televisio n Advertising

1940 -1950: The Beginning • Bulova Watch Company: 1 st July 1941 at 2: 29 PM • How to apply advertising on television? Adaptation • New idea: Sponsorchip of a whole program Kraft Television Theater, Colgate Comedy Hour, Texaco Star Theater, Coke Time

1940 -1950: The Beginning • NBC executive Sylvester L. « Pat » Weaver « Magazine Concept »

1960: Political Advertising Eisenhower VS Stevenson (1952)

1960: Political Advertising & Politics Small Revolution Advantages: Under the direct control of the candidate and his/her campaign Reach wider audience then other standard forms of electoral communication Seen by all voters, not only party’s supporters Voters learn more from political spots then they do from television news or television debates

1960: Political Advertising Critics: Lowers the level of political discourse Television gives priority to drama & visual imagery concentration on candidate images instead of policy issues Rises negative campaigns USA: Federal Communications Commission

1970 -1980: Violence, Sex & Children New concept: SEX Conservatives and feminists strongly opposed « Obscene » First condom commercial: 1991, USA

1970 -1980: Violence, Sex & Children

1970 -1980: Violence, Sex & Children CHILDREN easy reachable target First toy commercial: Mr Potato Head, 1952

1970 -1980: Violence, Sex & Children VIOLENCE: more likely able to do violent actions themselves ASA & JEP

1980 -1990: Infomercial

1980 -1990: Infomercial Long-format television commercials (+ 5 min) Also known as paid programming or teleshopping Started in the USA (overnight) Also chosen as alternative to the former practice of sign-off

1980 -1990: Infomercial Advertisements of typically 28 min 30 Now sometimes used to refer to a presentation in an attempt to persuade to a point of view www. infomercial-hell. com/blog

Now: Entertainment

Now: Entertainment New online strategy of Procter & Gamble Crescent Heights = Show intended to reach young viewers Tide logo

Now: Entertainment Contextually-based & subtle, mixed in with forms of entertainment P&G’s web initiative follows those of other brands and companies

Future television advertising: viral video will move from art to science Online video consumption still rises Viral viewings = Sign Viral video becoming sophisticated You. Tube enhanced its video analytics offer & companies provide comprehensive viral monitoring services across multiple video platforms

Future television advertising: viral video will move from art to science Information that will bring more scientific approach to viral campaign planning Investment in viral seeding strategies Millward Brown’s Link pre-test

Future television advertising: viral video will move from art to science

Future television advertising: viral video will move from art to science

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