{"id":65701,"date":"2023-01-05T15:48:24","date_gmt":"2023-01-05T12:48:24","guid":{"rendered":"https:\/\/blog.mobiroller.com\/?p=65701"},"modified":"2023-04-08T13:55:34","modified_gmt":"2023-04-08T10:55:34","slug":"how-it-industry-paved-the-evolution-of-advertising","status":"publish","type":"post","link":"https:\/\/blog.mobiroller.com\/en\/how-it-industry-paved-the-evolution-of-advertising\/","title":{"rendered":"History and Evolution of Advertising"},"content":{"rendered":"

Advertising has been around since ancient times, with the Egyptians’ first known examples being steel carvings. Over time, advertising had to evolve to keep up with new technologies and more discerning audiences. Significant milestones such as the invention of the printing press in the 1440s and the subsequent impact of television have played a massive role in this evolution.<\/span><\/p>\n

\"History<\/span><\/p>\n

The Internet has tremendously affected advertising, transforming it in unprecedented ways. It has not only altered how ads are distributed but also how people respond to them. The web has truly revolutionized the industry of advertising.<\/span><\/p>\n

Then: Traditional Advertising<\/b><\/h2>\n

Going back to the pre-internet days, advertising used to be done through radio infomercials, fuzzy televisions, and billboards. This period was known as the golden age of advertising, which had become a part of culture and lifestyle.<\/span><\/p>\n

The revolutionary first TV ad aired in 1941, proving to be a precedent for the following seventy years.\u00a0<\/span><\/p>\n

Before the Brooklyn Dodgers and Philadelphia Phillies took to the field, viewers were given a glimpse of a brief commercial advertising Bulova clocks and watches. This small moment marked the beginning of an era!<\/span><\/p>\n

In the 1950s, advertisements were an integral part of people’s daily lives. Despite America facing challenging times during the Cold War, TV viewers had a sense of hope and optimism as the country began to see economic growth. People started to loosen their purse strings and spend more money.<\/span><\/p>\n

Characters were constructed to represent brands and products so that viewers would be more likely to form a connection with them. This focus on creating consumer connections was not introduced until later on. Well-known figures and celebrities became famous for promoting items ranging from washing machines to cigarettes.<\/span><\/p>\n

\"Marlboro<\/span><\/p>\n

Take the Marlboro Man as an example, who was a well-known cultural figure between the 1960s and 1990s.\u00a0<\/span><\/p>\n

The campaign sought to transform filtered cigarettes from being seen as feminine to more masculine by associating them with rugged cowboys and moody-looking men. To this day, it is considered one of the most successful advertising campaigns of all time.\u00a0<\/span><\/p>\n

The Marlboro Man is a prime example of how powerful advertising campaigns can be in connecting with people and creating an iconic cultural figure. Between the 1960s and 1990s, they sought to make filtered cigarettes seem more appealing to men by using rugged cowboys and somber-looking men. This successful campaign is still remembered as one of the most excellent advertisement campaigns of all time.<\/span><\/p>\n

On television, products and characters became closely associated with each other. For instance, cereal companies have employed memorable mascots like Tony the Tiger for Frosted Flakes and Snap, Crackle, and Pop gnomes for Rice Krispies – which remain popular.<\/span><\/p>\n

\"Frosted<\/span><\/p>\n

Despite the emergence of various products and distinct characters in ads, all these advertisements had one primary objective: to promote sales.<\/span><\/p>\n

Though the featured characters were integral to creating an attractive ad culture for consumers, the advertised product remained the primary focus.<\/span><\/p>\n

It may have appeared that Tony the Tiger or the Marlboro Man were at the heart of their respective advertising campaigns, but they were merely a means to an end — to push sales.<\/span><\/p>\n

Now: Different Motives<\/b><\/p>\n

Today, the advertising industry is transitioning from a purely sales-focused approach to prioritizing community building and raising brand awareness.<\/span><\/p>\n

Product is no longer the centerpiece<\/b><\/h3>\n

Let’s look at an example that refers to the days of character-led advertising. The 2007 Dairy Milk Gorilla commercial didn’t even feature or mention Cadbury, despite being an advertisement for them. The solution to the consumer’s problem was cleverly hidden within it – and what do you know, our product provides that same solution. Ad disaster? No, far from it.<\/span><\/p>\n

The iconic drum-playing gorilla ad with Phil Collins’s “In the Air Tonight” as its soundtrack against a purple background got people talking. It wasn’t just another product advertisement; it was an attempt by Cadbury to gain awareness and establish itself as a desirable brand to which people would be drawn.<\/span><\/p>\n

This is why it resonated so well with the public. The advertising of Cadbury was much more than a ploy to get people consumed with buying the chocolate bars; it was an attempt to make Cadbury cool and desirable. This strategy worked, as the ad spread like wildfire and got people talking about the brand. It had achieved its goal by creating awareness and engaging conversations around it.<\/span><\/p>\n

The straightforward nature of the advertisement encouraged viewers to create their parodies, providing an opportunity for a back-and-forth dialogue with the brand. To date, over 300 spoofs have been created based on this ad.<\/span><\/p>\n

Lowe’s “Fix in Six” home improvement ads filmed through the 6-second Vine app is a clever way to promote DIY solutions. The fun, easy-to-follow videos provide quick tips and tricks to tackle household tasks. Lowe’s has covered you with their six-second tutorials from simple repair fixes!<\/span><\/p>\n

The humorous take on home DIY issues has helped Lowe’s create an amiable brand image for its customers, placing it apart from traditional advertising. “Fix in Six” is not overtly associated with Lowe’s either. There is no ‘Hey, this is Lowe’s, and you must purchase everything featured in this advertisement from us’ speech.<\/span><\/p>\n

Recently, prioritizing a solution to customer problems (such as home DIY) rather than focusing on products has become increasingly commonplace. In the digital world, brands have to work harder to earn customers’ trust; thus, advertising has taken on a two-pronged approach.<\/span><\/p>\n