The 1980's was an era dedicated to TV advertising. A famous ad was Levi's jeans ad, where a man is depicted removing his pants to wash them into a launderette. John Hegarty says 'I'm not sure what we sold more of: jeans or boxer shorts' . At that time an advertising agency was doing everything, design, concepts, films etc. When Punk was the trend, jeans become unfashionable says Tungate therefore Levi's needed a new approach. Abbott was a copywriter, and he insisted that ads should be all about type rather than images.
The 1980's were also an age of perfectionists. 'everyone adores was for Apples computers' Tungate (2007, pg 104). The internet also turned the pages of advertising history.
Chapter 8:
At this age, agencies relied on computers and CD back ups, this was not the ideal back up in case of fire as it happens to Publicis. Bleustein 'decided to base his kind of advertising not on begging for trade, but on building long-term relationships between brands and consumers' Tungate, (2007, pg 109). In 1935 the government published that radio will be an ad-free medium. Bleustein's idea to this problem was to buy a radio station and turned it into his own broadcast. 1940's, after the war, transport ads were famous.
Important people like Marcel Bleustein- Blanchet, Maurice Levy and Phillie Michel are important for the history of Advertising.
David Ogilvy once came up with a set of 3 posters. Each ad promised something more exciting for the next ad, and this was something that kept the public engaged. 'The job of advertising is not to sell, but to create a cultural link between the desires of the entrepreneur and those of the public' Chiat/Day's 1984.
According to Senguela 'the English make advertising that comes from the head but touches the heart: it's always rather intellectual. The French make advertising that comes from the heart but touches the head: it often relies on imagery that is romantic, emotional and sensual. The Americans make advertising that comes from the head and touches the wallet. It's impossible that the French approach, at least outside the Anglo- Saxon markets, has a more universal appeal' (pg 115).
after the war, a lot of companies did not spread over other countries outside Europe, therefore the cultural impact was not as effective to the market. Jean-Marie Dru wanted disruption in the ads. He wanted to try out new Techniques. 'Quite simply, it's about breaking the rules' Tungate (2007, pg 124).
In the 1990's , everyone wanted new, it was difficult to impose a culture on to another, but that was the way forward.
Important people like Marcel Bleustein- Blanchet, Maurice Levy and Phillie Michel are important for the history of Advertising.
David Ogilvy once came up with a set of 3 posters. Each ad promised something more exciting for the next ad, and this was something that kept the public engaged. 'The job of advertising is not to sell, but to create a cultural link between the desires of the entrepreneur and those of the public' Chiat/Day's 1984.
According to Senguela 'the English make advertising that comes from the head but touches the heart: it's always rather intellectual. The French make advertising that comes from the heart but touches the head: it often relies on imagery that is romantic, emotional and sensual. The Americans make advertising that comes from the head and touches the wallet. It's impossible that the French approach, at least outside the Anglo- Saxon markets, has a more universal appeal' (pg 115).
after the war, a lot of companies did not spread over other countries outside Europe, therefore the cultural impact was not as effective to the market. Jean-Marie Dru wanted disruption in the ads. He wanted to try out new Techniques. 'Quite simply, it's about breaking the rules' Tungate (2007, pg 124).
In the 1990's , everyone wanted new, it was difficult to impose a culture on to another, but that was the way forward.
No comments:
Post a Comment