Advertising

The history of advertising and marketing reveals a dynamic evolution that mirrors technological advancements and shifts in consumer culture. It starts in ancient times, where merchants utilized public announcements and inscriptions to promote their goods. Ancient Egyptians used papyrus, while Greeks and Romans employed signs and posters to attract customers.

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PRINT ADVERTISING

The modern era of advertising began in the 15th century with the invention of the printing press by Johannes Gutenberg. This innovation enabled the mass production of advertisements in newspapers and magazines, marking a new era of widespread communication. As the 19th century progressed, billboards emerged as a prominent outdoor advertising medium. These large, visually striking signs were strategically placed along roadsides, capturing the attention of travelers and motorists.

TWENTIETH CENTURY

The 20th century brought significant developments with the rise of radio and television. Radio advertising, starting in the 1920s, introduced a new dimension by utilizing auditory elements to engage audiences. Radio spots allowed advertisers to reach listeners in their homes and cars, creating a personal connection through voice and sound.

Television, which became mainstream in the 1950s, revolutionized advertising with its combination of sight, sound, and motion. The first TV commercial aired in 1941 for Bulova watches, and TV advertising quickly became a dominant force. It provided an immersive experience, enabling advertisers to craft memorable campaigns that could reach large audiences. Advertising in cinemas also gained prominence during the 20th century. Cinema ads, shown before movie screenings, offered a captive audience and the opportunity to showcase visually compelling content. This medium allowed advertisers to target specific demographics and build anticipation for their products or services.

MODERN ERA

As the 21st century approached, the rise of the internet introduced new marketing strategies, such as viral marketing. This approach leverages digital platforms and social networks to spread content rapidly, often relying on engaging, shareable material to achieve widespread reach. Guerrilla marketing emerged as another innovative strategy, focusing on unconventional, low-cost tactics to make a significant impact. By using surprise and creativity, guerrilla marketing captures attention in unexpected ways, generating buzz and media coverage.

Product placement became a notable trend in the 1980s and 1990s, integrating brands seamlessly into movies, TV shows, and other content. This method subtly promotes products by embedding them within entertainment, enhancing brand visibility in a non-intrusive manner. Sponsorship also evolved as a key marketing tactic, where brands support events, organizations, or individuals to build positive associations and increase visibility. This can range from sports events to charitable causes, aligning brands with specific values or audiences.

DIGITAL AGE

In the digital age, advertising leverages online platforms, social media, and data analytics for targeted, interactive campaigns. Techniques like influencer marketing, personalized ads, and viral content drive engagement and reach. Advanced analytics enable real-time adjustments, optimizing strategies to connect with audiences more effectively and efficiently. Overall, the evolution of advertising and marketing reflects the continuous adaptation to new technologies and cultural shifts, demonstrating the industry's ability to innovate and engage consumers in ever-changing ways.

CHECK YOUR LEARNING

What was one of the earliest methods of advertising used by ancient Egyptians?
How did ancient Greeks and Romans advertise their goods?
Who invented the printing press, and how did this invention impact advertising?
In which century did billboards become a prominent medium for outdoor advertising?
What new advertising medium emerged in the 1920s, and what was its key characteristic?
When did television become mainstream, and what was its impact on advertising?
What was the content of the first TV commercial aired in 1941?
How did cinema advertising gain prominence in the 20th century?
What is viral marketing, and how does it leverage digital platforms?
What is guerrilla marketing, and what makes it distinctive from other marketing strategies?
How did product placement become a notable trend in the 1980s and 1990s?
What role does sponsorship play in modern marketing?
What are some key techniques used in digital age advertising?
How do advanced analytics contribute to digital age advertising?
Overall, how does the evolution of advertising reflect changes in technology and consumer culture?

Comparing the NHS 111 and Quality Street Advertisements

The NHS 111 campaign, "Help Us Help You," and the Quality Street chocolate advert represent two distinct approaches to advertising based on their objectives and target audiences. While the NHS 111 initiative focuses on public health awareness following the COVID-19 pandemic, the Quality Street advertisement emphasizes luxury and class accessibility during the post-war era. By examining the media language, social implications, and representation within both adverts, we can better understand their respective messages and prevailing societal contexts.

The NHS 111 campaign, launched in December 2022 by M&C Saatchi for NHS England, aims to educate the public on accessing urgent care for non-life-threatening issues. Central to the campaign is its visual depiction of a concerned father at his daughter’s bedside, which creates a relatable and comforting narrative. This representation challenges stereotypical notions of masculinity, illustrating fathers as nurturing caregivers—a shift in societal perception. The simple tagline, “Get to the help you need,” written in NHS blue, fosters recognition and conveys a sense of calm and safety. The NHS's non-commercial intentions further solidify the campaign’s trustworthiness, highlighting its commitment to public welfare.

In contrast, the Quality Street advertisement, originating in the 1950s, appeals primarily to consumer desires for luxury and indulgence as Britain emerged from wartime rationing. The use of Regency-era characters, Major Quality and Miss Sweetly, taps into aspirations for refinement and sophistication, positioning the chocolates as a luxurious treat that remains accessible to the middle class. The gold framing around the figures emphasizes their elevated status, reinforcing the perception of Quality Street as a premium product. The advert uses rich, saturated colors and traditional typography to create an inviting aesthetic, suggesting that the chocolates offer not just sweetness, but an experience tied to cultural and social refinement.

The social implications of each advert reveal underlying cultural narratives. The NHS 111 campaign seeks to promote health literacy among parents, especially fathers, while simultaneously representing a multicultural society by featuring a Black family. This choice counteracts historical underrepresentation and aims to build trust within various communities. By depicting a father who is actively engaged in his child’s health, the campaign reflects changing family dynamics in the UK, where fathers are increasingly seen as primary caregivers. This representation resonates with contemporary audiences, encouraging a broader understanding of family roles.

Conversely, the Quality Street advertisement reflects a patriarchal society where gender roles are clearly delineated. The male figure's central positioning and decision-making role align with Mulvey’s Male Gaze theory, suggesting women’s subservience and ornamental status. The portrayal of two women vying for the man's attention maintains traditional gender norms, creating an advertisement that, while picturesque, reinforces outdated stereotypes. This reflects a time when societal expectations dictated women's roles, contrasting sharply with the progressive representation found in the NHS campaign.

Both adverts effectively utilize visual and linguistic elements to achieve their objectives. The NHS 111 campaign employs relatable imagery and clear messaging to communicate the importance of utilizing available healthcare services, while Quality Street’s use of historical references and luxurious aesthetics appeals to desires for indulgence and class status. Therefore, studying these adverts reveals how they both reflect and shape public sentiments, revealing broader societal contexts related to health care and consumerism, respectively. Ultimately, they embody different facets of British culture, one focusing on communal well-being and the other on individual luxury.

What is the primary objective of the NHS 111 "Help Us Help You" campaign, and how does it aim to educate the public?
How does the portrayal of the father in the NHS 111 advert challenge traditional gender stereotypes?
What visual elements are used in the NHS 111 campaign to create a sense of trust and professionalism?
In what ways does the Quality Street advertisement reflect the social and cultural context of the 1950s in Britain?
How do the representations of gender roles differ between the NHS 111 campaign and the Quality Street advert?
What role does color play in both advertisements, and how does it contribute to their overall messaging?
Discuss how the target audiences for the NHS 111 and Quality Street adverts differ and what strategies each campaign employs to engage those audiences.
What are the implications of using historical characters in the Quality Street advertisement, and how do they relate to themes of class and luxury?