Teacher’s Summary:
In this paper Priya delves into the pervasive influence of television commercials on modern society. It explores the history and evolution of television advertising, highlighting the strategies used by advertisers to capture viewers’ attention and drive consumer behavior. The analysis covers various advertising techniques, including emotional appeal, repetition, and celebrity endorsements, and examines their effectiveness in reaching diverse audiences. Additionally, the paper discusses the psychological impact of television ads on consumers, the ethical considerations surrounding advertising practices, and the future of television advertising in the digital age. This comprehensive overview provides valuable insights into the significant role television advertising plays in shaping consumer decisions and cultural norms
The Evolution and Impact of Television Advertising: A Personal and Academic Perspective
By Priya Patel
Honor Student
Iowa State University
Introduction
As I sit in my dorm room at Iowa State University, thousands of miles away from my home in Mumbai, I can’t help but reflect on the differences in media consumption between these two worlds. Back home, my family would gather around our modest television set, often captivated not just by the programs but also by the colorful advertisements that punctuated them. Here in Iowa, I observe a different relationship with TV ads—one that’s rapidly evolving with technology. This paper explores the fascinating world of television advertising, its history, impact, and the challenges it faces in the modern era.
The Birth and Growth of Television Advertising
Historical Context
Television advertising made its debut on July 1, 1941, during a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. The first 10-second commercial was for Bulova watches (Bulova, 2023). As a student of both music and marketing, I find it intriguing how this moment marked the beginning of a new era in mass communication.
Evolution of Techniques
From its black-and-white beginnings to today’s high-definition spectacles, TV advertising has undergone a remarkable transformation. The industry has evolved to incorporate:
- Catchy jingles (which, as a violinist, I particularly appreciate)
- Memorable slogans
- Visually stimulating graphics
- Targeted messaging
The Impact of Television Advertising on Society
Cultural Influence
Television commercials have become a significant part of popular culture. They often reflect—and sometimes shape—societal norms and values. For instance, Pepsi’s campaign featuring diverse racial representation since the 1960s has contributed to promoting inclusivity (MSNBC, 2009).
Economic Significance
The economic impact of TV advertising is substantial. During my marketing internship last summer, I learned that a 30-second commercial during the Super Bowl can cost upwards of $5 million (NBC Sports, 2021). This astronomical figure underscores the perceived value and reach of television advertising.
Targeting Specific Audiences
Demographic Considerations
Advertisers employ various techniques to target specific demographics:
- Age-specific content
- Gender-targeted products
- Culturally relevant themes
As an Indian student in America, I’ve noticed how ads here differ from those in India, particularly in their portrayal of family dynamics and individual aspirations.
The Challenge of Inclusivity
While targeting can be effective, it also risks perpetuating stereotypes. As a young woman pursuing a STEM career, I’m particularly aware of how gender stereotypes in advertising can impact career choices and societal expectations.
The Changing Landscape of Television Advertising
Technological Disruptions
The advent of Digital Video Recorders (DVRs) and streaming services has posed new challenges for advertisers. According to a report by Nielsen (2022), 62% of U.S. households now own a DVR, allowing viewers to skip commercials easily.
Adaptive Strategies
To combat these challenges, advertisers are employing new tactics:
- Product placement within shows
- Interactive ads
- Cross-platform campaigns integrating social media
During my summer internship at a local Iowa TV station, I witnessed firsthand how advertisers are adapting to these changes, often blending traditional TV spots with digital marketing strategies.
Conclusion
As I continue my journey in academia and prepare for my future at an elite college, I’m fascinated by the ever-evolving world of television advertising. It’s a field that combines creativity, psychology, and technology—much like the fusion of Western classical and Indian classical music that I love to perform.
Television advertising has come a long way since that first Bulova commercial in 1941. Despite facing challenges from new technologies, it continues to be a powerful force in shaping consumer behavior and cultural norms. As we look to the future, it’s clear that TV advertising will need to continue evolving, embracing new technologies and platforms to remain relevant in our increasingly digital world.
References
Bulova. (2023). Our History. https://www.bulova.com/us/en/company/history.html
MSNBC. (2009, March 1). Race becomes more central to TV advertising. https://msnbc.msn.com/id/29453960/
NBC Sports. (2021). Super Bowl Commercial Costs Over the Years. https://www.nbcsports.com/super-bowl-commercial-cost
Nielsen. (2022). The Nielsen Total Audience Report. https://www.nielsen.com/reports/2022/total-audience-report/