The Evolution of Advertising: 5 Moments That Changed the Game
The world of advertising has seen transformations over time. Today we delve into five moments that have influenced how businesses capture our interest and promote their products.
We'll take a look at some vintage advertisements and analyse what made them so effective. Additionally, we'll examine how advertising language has shifted from rhymes to concise captions and user-generated content (UGC).
1. The Birth of Print Ads (1450s)
Creator: Granger | Credit: Granger
The introduction of the printing press in the 1450s marked a shift in advertising. It enabled companies to produce copies of their ads cost-effectively.
In 1472 William Caxton distributed advertisements for a book by affixing them to church doors in England.
Early print ads captivated audiences due to their novelty and visual appeal. With printed messages being an experience people were attentive. The content was direct and informative often using language to describe the product.
The evolution of copywriting was initially text-heavy early print ads transitioning towards incorporating catchy rhymes and slogans to enhance memorability.
2. The Rise of Radio Ads (1920s)
During the 1920s radio gained popularity leading to a surge in advertiser interest. This allowed them to directly engage with audiences in their homes.
For instance, in 1922 a radio personality named H.M. Blackwell enthused for 10 minutes about the lifestyle at Hawthorne Court Apartments.
The psychology behind radio advertisements was intriguing as they offered a touch through the voice of a speaker. It felt akin to receiving product recommendations from a friend fostering a bond with listeners through storytelling.
The evolution of radio ads introduced jingles and phrases that aimed to linger in people’s minds enhancing brand recall and recognition.
3. TV Commercials Take Over (1940s-1960s)
Moving into the era of TV commercials from the 1940s to the 1960s television revolutionised advertising by combining visuals and sound for an experience.
An illustrative example is when Bulova Watch Company aired a TV commercial in 1941. A concise 10-second spot featuring a clock accompanied by voiceover narration.
The impact of TV ads stemmed from their ability to convey narratives visually while showcasing products in action leaving impressions, on viewers through heightened engagement.
The evolution of advertising techniques shifted to TV ads being used to rely on slogans and jingles. Over time they shifted towards visual storytelling. The text accompanying the visuals became more concise and impactful to enhance the message.
4. The Internet Changed Everything (1990s-2000s)
During the rise of the internet in the 1990s and 2000s advertising transformed. Targeted ads tailored to individuals based on their preferences became possible with this shift.
For instance, companies in the 1990s began incorporating banner ads on websites and sending out emails to reach their audiences.
In terms of psychology personalised ads created a sense of exclusivity for viewers leading to increased effectiveness. The ability to monitor user behaviour enabled advertisers to refine their targeting strategies
Internet advertisements introduced compelling copy that aimed at capturing attention swiftly. Headlines gained importance while call-to-action buttons encouraged engagement with viewers.
5. Social Media and Influencer Marketing (2010s-Present)
The era of media from the 2010s brought new avenues for brands to engage with consumers. Influencer marketing emerged as a trend in marketing strategies.
For instance, Fiji Water collaborated with influencers on Instagram in 2019 to endorse their water bottles leveraging the trust people have in recommendations, from those they admire.
Does anyone remember the super influencer, Gary Pepper Girl aka Nicole Warne?
Influencer marketing leverages the influence of social media personalities to endorse products adding a touch that enhances the authenticity of advertisements. Social media advertisements often utilise concise captions—hashtags to engage users. A rising trend is user-generated content (UGC) where customers create their content showcasing a brand contributing to ads feeling more genuine and relatable.
The landscape of advertising has transformed, over time transitioning from printed flyers to intricate digital campaigns. Advertisers continuously strive to discover approaches to captivate our attention. The future holds possibilities, for new advertising formats yet to be unveiled.
