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
Skewed Numbers
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...
...and they were so fresh
and so clean clean...
...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.”
1960’s
1960’s Youth (according to
Pepsi)
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
Morning In America
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“1984”
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Just Dance
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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.
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 risks
More geared as entertainment
Started to re-build brand image
The New Gap
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Abstract/Creative
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Awww <\3
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