The Historical

Development of

Television Advertising

Adve

rtis

ing

Advertising is a form

of marketing communication used

to influence and persuade an audience, on a

commercial scale, to

make them buy a product or use a service.

Adve

rtis

ing

Theory

The model of Clow and

Baack clarifies the objectives of an advertising campaign and

for each individual advertisement. The theory

suggests that consumers

follow six steps before

making a purchase. Awareness, Knowledge,

Liking, Preference, Conviction and Purchase.

When?

Advertising had been around

for many years, dating back to

early Egyptian art forms and

rock art paintings in 4000 BC.

However, more conventional

forms of advertising became

more popular in the late 18 th

century, typically looking at

print adverts and magazines

used to promote and sell

products. Television advertising, however, became

the first audio and visual

element of advertising after

radio advertisements.

1890s Coca Cola Print Advert

Com

merc

ial

Tele

visi

on

In the 1950s, the DuMont

Television Network began the

modern practise of selling

advertising slots for multiple

sponsor companies. It is around

this time that commercial

advertising became popular on

the television platform. In the

1940’s, the first ever TV advert

had been broadcasted of the

Bulova Watch Company.

Diversification occurred in the

1960s where more ad

campaigns became more

frequent on different mass

media channels.

1960’s Television

Cable

Tele

visi

on

The introduction of cable

television in the late 1980s

and early 1990s saw the

concepts of advertising being

changed. TV shows such as

MTV pioneered the feature of

music videos promoting

songs. As TV became more

common within societies, the

feature of adverts increased,

with channels even being

devoted solely to adverts,

such as QVC and the home

shopping network.

Will

iam

Bern

bach

Bernbach was an American

advertising creative director in

the advertising industry. He

was a major force behind

the Creative Revolution of the

1960s and 1970s, often using

simplicity within his campaigns

and earning many awards for

his work.  His most notable

campaign was for Volkswagen

in 1959, which included ads

such as ’Think Small’ and ’Lemon.’ These

campaigns inspired future

advertisers within the industry.

Wie

den a

nd

Kennedy

Widen + Kennedy is an

independent American

advertising agency best

known for works with the

Nike brand. The slogan ‘Just

Do It’ had been developed

in 1988 by Wieden, inspired

by the final words of a

murderer. The slogan had

been hugely successful and

inspired people around the

world, boosting sales from

$877 million to $9.2 billion.

1998 Nike Campaign