1. Advertising and Integrated Brand Promotion Part 2: The Rise and Fall of the 1920’s Prosperity/ Decades in Advertising

2. 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

3. The 20’s... Ad’s focused on Science and technology

4. The 20’s Emphasized modernity themes (at the time) Catered to gender roles

5. Skewed Numbers

6. Social Setting Dominated Advertising specified social relationships between people and products, by depicting the social settings and circumstances into which people and products fit.

7. 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.

8. Evil Ad’s Big change of perception in advertising 1920’s = Glamorous 1930’s = Villainous

9. 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...

10. ...and they were so fresh and so clean clean...

11. ...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.

12. Positive Spin... World War II helped people recognize ads in a positive way.

13. 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.

14. 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.”

15. 1960’s

16. 1960’s Youth (according to Pepsi)

17. 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.

18. 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

19. Morning In America

20. “1984”

21. Just Dance

22. 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.

23. 80’s Style, 90’s Self Awareness

24. Soda Style

25. Gap

26. Volkswagen

27. 2000 on up Bigger, larger scale. Took risks More geared as entertainment Started to re-build brand image

28. The New Gap

29. Abstract/Creative

30. Awww <\3