20TH CENTURY & BEYOND
By the 1900s, agencies expanded their business beyond just sellers of newspaper space. They offered multiple services to advertisers, including writing the advertisements and trying to find the best possible location. The invention of the radio in the 1920s marked the first time oral advertising could reach families in their homes. Advertisers could connect human voice and emotional appeal with the products and services they were trying to sell. Though advertisers were skeptical at first, a new dimension was soon added to the creative process. It had seemingly endless possibilities.
Radio programming and commercials transformed with the invention of the television in 1927, bringing the addition of a visual element. Obvious enough, it quickly became the preferred media choice for advertisements, until the World Wide Web was created in 1990. The first television advertisement in America was shown in 1941 before the Brooklyn Dodgers and the Philadelphia Phillies played each
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other. Viewers were shown a short commercial for Bulova clocks and watches. By the late 1940s, major cities like New York, Chicago and Los Angeles had functioning local television stations. By the early 1950s, NBC, CBS and ABC emerged as major networks, supplying national programming. Advertisements were most frequently broadcasts for goods on hand. Each was accompanied by dry descriptions and persuasive appeals for the product. The combination of words, sounds and images blended together attempted to catch the attention of a mass audience.
The advent of the advertising server in the 1990s opened new doors for advertisers to market through the Internet. Computers soon replaced typewriters and email established itself as a major communication necessity. Mass media began to decline as the Internet narrowed its aim further by targeting individuals. Internet surfing habits established the
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interests and buying habits of certain individuals, which made advertising more efficient. The latest advertising techniques are based on complex algorithms that factor in browsing and television watching habits, and a large range of other variables. Today, it is how the product is advertised that will determine how successful it will be. Websites like Facebook and YouTube are among the most popular platforms for advertisers. Technologies have
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become so advanced that advertisers can display advertisements that are specifically generated with the viewer’s interest in mind upon browsing the page. Though, media audiences are actively choosing not to have to sit through advertisements while they watch television or browse the Internet.
Advertising has been taken from etchings in Ancient Egypt, through the printing press, through television character-led sales pitches, to today, where ads are being replaced by ways to build trust and community. Advertising has been innovative in the past century, finding different ways to communicate promotional messages. Advancements in technology have revolutionized advertising techniques and the social platforms in which those communicate. Advertising will continue to reinvent itself, discover new media and develop new techniques to catch an audience’s attention.
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