COMMERCIALS
part 3
In the last part I try to concentrate on history of commercials. Do you know that even ancient cultures used advertising to makes their products more popular. For instance Egyptians made wall posters and sales massages from papyrus. It was also common in Ancient Greece and Ancient Rome. Apart from that, another form of advertising famous in ancient world was also rock or wall painting, kind of billboards like we would call it today. Supposedly this is the oldest form of advertising.
Advertising flyer from19th century for a traditional medicine
http://www.addigitalmedia.com/2009/03/advertising-history/
In the Middle Ages images were used only. Because of general inability to read. Not until 17 th century as education became social need, advertising developed. Ads appeared weekly in newspapers in England which were mostly used to promote books and papers. In 19 th century expanded economy became a cause of developed advertising as well.
What might be interesting is that first ad in which used “sexual sell” was created by a woman in America, advertised a soap. On advertisement there were a couple with a message “The skin you love to touch”.
When another media like radio or TV appeared, sponsoring became a popular practice. That’s mean that each program was sponored by individual business in order to short mention about name of sponsor at the beginning and in the end of the show.
What is worth to mention is Creative Revolution in U.S. – which mean advertising more freely and creative. It was beginning of tempted, uninhibited commercials era.
The man who had a great impact on that was William Bernbach. This is essence of
how he was thinking:
"Logic and over-analysis can immobilize and sterilize an idea. It's like love—the more you analyze it, the faster it disappears." W.B.
These days the most popular is concept called “guerilla marketing”. Generally guerilla campaigns are unexpected and unconventional, might be interactive but it’s not a rule. Result must be unique.
http://termid.wordpress.com/2010/12/26/old-advertisement-pictures-hilda-clark/http://influentia.typepad.com/photos/uncategorized/2007/12/23/sundblom_1931_2.jpg
First print ad published in 1895 New image of famous beverage
What do you prefer the “old image” of advertising or the modern one?
Do you know any interesting story about how some of the commercials had been done?
Do you agree with Wiliam Bernbach thought?
Good to know that some types of commercials were used long before today.
ReplyDeleteOther thing is poster art. It's amazing how some theatrical play can be presented in one picture. Same thing refers to movies, of course, but I haven't seen many movie posters that were that good.
1) I think you generalize here because both old and modern commercials can be good
ReplyDelete2) Truth lies in the middle :), if you don't analyze at all you can do something stupid.
Recently I prefer the "old form" of advertising. I never heard about how commercials are made, so I don't know any interesting story about this.
ReplyDeleteI agree with Wiliam Bernbach, he was a great advertising director and one of the best ads creator of course for his time.
Old ones had better taste and were simpler. Now all I can see is stupidity or attempts to make fool of people.
ReplyDeleteIn my opinion advertising is natural. It could be very old. Because I don’t treat commercials like ’marketing’ which is very popular today, but a normal thing to present your product to others.
ReplyDeleteMaybe two thousand years ago when somebody had made some leather blankets he had to tell more then 1 or 2 people because that would help him to sell more of them . And he wouldn’t die due to lack of food.
It is hard to say which image the old one or the new one is better. All of them re suitable for a given period of time. As it was already said the older ones were just simpler, and I have the feeling that nowadays authors of commercials try to make some of them as complicated as possible. In result, there are some ads majority of people simply do not understand and do not even try to associate with a given product.
ReplyDeletePersonally I like both the old image and the modern image.
ReplyDeleteUnfortunately, I do not know any interesting stories about how commercials have been made.
I do agree with Wiliam Bernbach, we tend to forgot what is the real messeage of the commercials. Quite often people make associations just to gain the eyesight of the viewers but it was an unnecessary move.
I really miss old movie posters - esp made by Polish graphics, they had much more interesting concepts.
ReplyDeleteOn the other hand, tv advertising is much more various now, too bad that sometimes you remember a cool, short movie but you forget what product was presented there.
Fresh ideas are always better.
Marta I agree.
ReplyDeleteI love the old posters and ads from the 70s
ReplyDeleteCartoonists who thrust their hearts and incredible skills to work, they created works of art on the measure of all time.
Nowadays, unfortunately, very difficult to find a good graphics.
As artists and graphic designers are called the people creating the work from templates, or using graphics programs at the basic level, but not having an idea about the composition and typography.