The creative revolution in advertising
- Understanding the audience
- Respecting the audiences intelligence
- Using wit (perception and ability to connect ideas) in order to communicate product benefits
- Going far beyond the obvious
- Keeping the communication simple
- Ensuring image and words reflect each other but don’t repeat each other
- Taking risks.
What's behind the'Creative Revolution'in advertising?
Yet the decade spawned a "creative revolution" in advertising, with agencies using self-deprecating humor, irreverence and irony to appeal to young consumers.
What are some examples of creative advertising in the 1960s?
Doyle Dane Bernbach's Volkswagen work, launched at the end of the 1950s but emblematic of the creative, ironic approach of the 1960s, focused on the car's "liabilities" with headlines such as "Ugly," "Lemon" and "Think Small." Advertising Age later named the effort the top campaign of the 20th century.
When did advertising become the most popular medium?
Doyle Dane Bernbach was among the first to open an international office, in Germany in 1961, but others increased their international presence. TV solidified its rank as the leading ad medium. Spending on TV grew from $1.5 billion in 1959 to $3.5 billion in 1969 as more advertisers tried this still relatively new mass medium.
Who was the largest advertiser in 1960?
Top advertiser in 1960: General Motors Corp. ($168.5 million) Total U.S. ad spending in 1960: $12.0 billion Social and political change-embodied by the counterculture movement-characterized the 1960s, which began with the assassination of President John F. Kennedy in 1963.
Who started the creative revolution in advertising?
Bill BernbachAnd it had to have the flexibility to work across TV, radio and print. This way of working, created in the 1960s by Bill Bernbach, spawned advertising's "creative revolution." It changed how advertising was made and has been the creative orthodoxy for half a century.
What is a creative in advertising?
A creative is the ad served to users on a webpage, app, or other digital environment. Creatives can be images, videos, audio, and other formats that get delivered to users. Creatives must be added to line items in order for them to serve ads.
What impact has the creative revolution had on advertising and on consumers?
The creative revolution of the 1960s gave way to a slowing economy and a return to the hard sell—advertisements focused on the product itself, rather than on creative technique. -Advertisers started to present women in "new" roles and to include people of color.
What was the effect of creativity in advertising?
Indeed, creative ads generally have more favorable impact on consumers (e.g., Sasser and Koslow 2008; Smith et al. 2008). For example, creative ads have been found to attract attention to the brand, text, and picture (Pieters et al. 2002), improve memory (Baack, Wilson, and Till 2008; Pieters et al.
What are the creative strategies of advertisement?
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service. It explains how you want consumers to think about your Brand. A creative strategy defines the important strategic choices required to develop a marketing message.
What led to an increase in advertising in the 1950s?
Advertising boomed in the 1950s because of America's culture at the time and TV's massive reach. Consumer consumption peaked at a historically high level. The end of World War II signaled the end of a thrift-based consciousness that Americans had held since the Great Depression.
In which time period did the creative revolution in advertising occur?
1960sWhat would by the mid-1960s come to be called the "Creative Revolution" in advertising had begun, marking a radical transformation in the way products and services were sold in America and around the world.
Who revolutionized the structure of creative teams in advertising?
Bill Bernbach's name is synonymous with the revolution in advertising creativity that took place in the 1960s.
Why is creativity important in marketing?
Creativity in marketing can elevate your business and products: It can capture the attention of clients, employees, and investors, and also affect them on an emotional level. It can turn adversity and constraint into new opportunities, or a better way of doing things.
Why was advertising reprimanded?
Advertising was at times reprimanded for promoting materialism and attempting to deceit its consumers – using actors, who posed as doctors and lawyers to make serious claims about the health benefits of smoking cigarettes. These advertisers constantly dodged bullets, escaping government regulations and taxation.
How many copies of Confessions of an Advertising Man were sold?
David Ogilvy published his first book, “Confessions of an Advertising Man,” which sold 1 million copies that year. The humor and lightheartedness that we see from this decade were only part of the advertising equation.
What was the 1960s about?
The 1960s was all about revolution – socially, politically, and in the world of advertising, creatively. In 1960 – the youngest president, John F. Kennedy, was elected to office, only to be assassinated three years later. In 1963 – Martin Luther King, Jr. recited his famous “I have a dream” speech from the steps of the Lincoln Memorial.
Who capitalized on the negatives in Volkswagen ads?
One of the most famous advertising campaigns to embody this simplicity and irony was that of Doyle Dane Bernbach. To promote Volkswagen’s Beetle, they capitalized on negative perceptions with headlines like “Think Small” and “Lemon”, turning the negatives into a positive with some of the most brilliant ad copy ever written.
What were the most important events of the 1960s?
History of Advertising: 1960s 1 The 1960s was all about revolution – socially, politically, and in the world of advertising, creatively. 2 In 1960 – the youngest president, John F. Kennedy, was elected to office, only to be assassinated three years later 3 In 1963 – Martin Luther King, Jr. recited his famous “I have a dream” speech from the steps of the Lincoln Memorial 4 In 1968 — both MLK Jr. and Bobby Kennedy, running for the seat his brother held just a few years earlier, were assassinated; anti-Vietnam War protests reached their height
Who believed in science and art in advertising?
In the 1950s and 60s, there were two school of thoughts about advertising. David Ogilvy, who started his agency a year before Bernbach, believed that advertising is a science that relies on formula. For Bernbach, on the other hand, advertising was an art.
What is the lemon ad?
Following the success of “Think Small,” an ad titled "Lemon" left a lasting legacy in America—the word "lemon" became a synonym for poor quality cars. The "Lemon" campaign introduced a famous tagline, "We pluck the lemons, you get the plums.".
What was the Think Small ad?
But, more than any other ad, the 1959 “Think Small” ad for the Volkswagen Beetle transformed Advertising forever. Advertising Age named it the greatest campaign of the 20th century. The ad was created just as the 60’s counterculture, with its rejection of the establishment and abundant consumerism, started emerging.
Is advertising still a business?
It is an important lesson to remember in an age when marketers and agencies are immersed in data and analytics. Advertising is still a business of great ideas. Or as Bernbach put it, “It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors.”.
