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Examine some of the ways that television advertising has developed since the 1950's.

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Introduction

Examine some of the ways that television advertising has developed since the 1950's Television plays an important role in society today with almost every family in the UK owning a television if not two. Advertisements are a fantastic way for companies to sell their products or services. Television advertisements are really effective because so many people watch programmes on a regular basis. It is more effective than most other forms of advertising e.g. posters and radio, because people spend more of their free time watching their favourite soaps or series than looking at posters around town or listening to the radio in the car. Also, television tends to command a person's full attention, whereas people often listen to the radio while doing something else e.g. getting dressed or driving their car. Over the years adverts have changed with their audience so they remain just as successful. The question is how have they changed and what makes them so appealing to the audience. In the 1950's adverts were very different to what they are today. The "Lux Soap" advert is a good example to show this. The advert begins with a frame, which says 'An Interview with Googie Withers' in fancy writing, which makes it look less like an advert. Also, the fact that it has Googie Withers, a star of the day, in the advert helps sell the product. The advert is in black and white and is quite slow paced showing the technology difference between the 1950s and modern day. In the 1950s, the height of glamour and sophistication was visiting the cinema, and the music used in the background is Hammond Organ music that is often seen in old films. ...read more.

Middle

The second of the adverts begins with a medium shot which cuts to a long shot of the boy rowing across a lake in a little boat. Again, the idea of simple transport is shown to emphasise the purity and tradition of the product. The low lighting is mellow and soothing. The row of whitewashed houses which are shown look old and seem like they would be found in a countryside. This gives the idea of a traditional and conventional village. The voiceover this time is a Geordie accent. The different accents make the advert more personal and realistic as no one in general really speaks in R.P. It also gives links to real people rather than just characters. Again, the light illuminates the loaf of Hovis and the advert ends with a close up of the boy smiling before the bold writing takes over the screen reading "Hovis, as good for you today as it's always been". The third of the adverts begins with a long shot and also a long take. The little boy in the distance is getting closer. His littleness is emphasised by the large bench and milk churns in the foreground. This time the boy is a lot younger and more cute than the in the other two Hovis adverts. He also needs two attempts to jump up to sit on the bench, which makes him seem really sweet and innocent. His clothes are baggy and the hat he is wearing is obviously far too big. He would evoke feelings of tenderness in the target audience. In all three of the Hovis adverts the main characters are male. ...read more.

Conclusion

In the mirror she looks back at her daughter who is sat on the bed. Her daughter says to her "You look lovely mum" and gets up off the bed. The audience expects the little girl to be dead which makes them upset, however the mother hold out her arms and the little girl runs into her mother's arms. They embrace in a loving couple like normal mother and daughter, and then a message appears across the bottom of the screen saying, "two in three children are cured of leukaemia". The advert is quite upsetting as you feel sympathy for the people who have lost loved ones, and the sorrowful music connects with the images well. The advert ends with a man with a Standard English accent asks the audience to phone and give �3 a month for cancer research. His accent is serious and appeals to everyone instead of a certain accent which only appeals to one region. Also, the idea of a Standard English accent conveys the seriousness of the idea of the advert. In conclusion, I believe that the genre of the adverts has become more sophisticated and complex over time. Personally, I think that if anyone from a modern day society saw an advert from the 1950s they would be appalled. They are really quite irritating and far too exaggerated to make the audience think seriously about the product. The advert from the 1980s would be quite effective these days although the music is so frustrating as it gets stuck in your head; I found myself humming it for the day. However, the advert from the 1990s would be still effective; they're humorous, realistic and really quite enjoyable. Anita Eivazmohammadi English Media Coursework Miss. Cassidy - 26-10-02 ...read more.

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