Select And Analyze A Range Of Different Television Commercia

Select And Analyse A Range Of Different Television Commercials 2 Ret

Select and analyse a range of different television commercials, 2 retro ads (produced between the 50s and 80s) and 2 current ads. They do not need to be the same brand but each pair must be a similar product (i.e., 2 shampoos and 2 cars, for example). The analysis must demonstrate your understanding of current TV commercial styles (e.g., modern, humorous, factual, seductive, serious), structures, purpose (e.g., brand awareness, informative, sales, special offers), and examine the regulations relating to television commercials. Write a report summarising key findings. Minimum 1,500 words with references.

Paper For Above instruction

Introduction

Television commercials have long been a powerful tool for marketers to communicate with consumers, shape perceptions, and influence purchasing decisions. Over the decades, advertising strategies and styles have evolved significantly, influenced by technological advances, societal changes, and regulatory developments. This paper examines a selection of four commercials—two from the 1950s to 1980s (retro ads) and two contemporary ads—focusing on their styles, structures, purposes, and regulatory contexts. The analysis aims to elucidate how advertising approaches and regulatory frameworks have transformed over time while maintaining effectiveness in targeted messaging.

Retro Commercials: Characteristics and Analysis

The first set of advertisements analyzed are from the mid-20th century, a period characterized by a burgeoning consumer culture and the emergence of television as a dominant advertising medium. These ads often employed straightforward, persuasive communication, emphasizing product benefits through visual appeal and direct messaging.

Example 1: 1950s-1960s Soap Commercial

One classic example is a 1950s Tide laundry soap commercial. These advertisements were typically narrative-driven, featuring a domestic setting where a mother proudly demonstrated the cleaning power of Tide. The style was straightforward, with a focus on the product’s efficacy. The structure was simple: problem presentation, product introduction, solution demonstration, and a call to action. The purpose was primarily to build brand trust and recognition, leveraging emotional appeals related to cleanliness and family well-being.

Example 2: 1970s Car Commercial

A notable 1970s car advertisement showcased a sleek vehicle with emphasis on performance and style. The ad had an aspirational tone, emphasizing luxury and freedom. Its structure was cinematic, utilizing visual storytelling to evoke emotional responses. Humor was less common; instead, the focus was on aspirational messaging aimed at buyers seeking status and reliability. The purpose was to position the brand within a competitive automotive market, establishing brand identity and desirability.

Contemporary Commercials: Characteristics and Analysis

Modern television commercials tend to be more sophisticated, often employing humor, factual data, or emotional storytelling to connect with varied audience demographics. They also adhere to strict regulations to ensure transparency and prevent misleading claims.

Example 3: Current Shampoo Commercial

A recent shampoo commercial features vibrant visuals and a humorous tone, portraying the transformation of a person’s hair after using the product. Its style is modern and engaging, often incorporating celebrities or influencers to enhance credibility. The structure involves visual storytelling, emphasizing emotional appeal and aesthetic benefits. Its purpose is to boost brand awareness, create positive association, and encourage consumer trial through persuasive messaging.

Example 4: Current Car Commercial

An innovative 2020s car ad uses environmental themes, highlighting hybrid technology and sustainability. It combines facts about fuel efficiency with emotional appeals linked to protecting the planet. The style is factual and serious, aiming to appeal to environmentally conscious consumers. The structure blends statistics and testimonials, with a clear call to explore eco-friendly options. Its primary purpose is to inform potential buyers and promote brand positioning as environmentally responsible.

Comparison and Contrasts in Style, Structure, and Purpose

The retro ads predominantly employed straightforward narratives, emotional appeals related to family and aspiration, and simple calls to action. They emphasized product benefits directly, often within domestic or aspirational contexts, reflecting the marketing norms of their era.

By contrast, contemporary ads are more varied in style—using humor, celebrity endorsement, emotional storytelling, or factual data—to connect with diverse consumer motivations. The structures have also become more complex, integrating visual effects, testimonials, and direct calls to action tailored to specific consumer segments.

The purposes of these commercials have remained consistent but have shifted in emphasis: while past ads primarily built brand recognition and trust, current ads also focus heavily on informing consumers, aligning products with social values like sustainability, and engaging viewers emotionally.

Regulatory Frameworks and Their Impact

Regulations governing television advertising vary across jurisdictions but generally aim to prevent misleading claims, protect vulnerable audiences, and ensure ethical marketing practices. Historically, regulations have become increasingly stringent, especially concerning health claims, environmental assertions, and the depiction of children.

In the 1950s-80s, regulations were minimal; advertisers relied on self-regulation and industry standards, allowing more freedom but also more potential for misleading claims. Over time, bodies like the Federal Trade Commission (FTC) in the U.S., the Advertising Standards Authority (ASA) in the UK, and similar agencies globally have introduced frameworks requiring honest claims and disclosures.

Contemporary commercials are subject to detailed regulations regarding claim substantiation, transparency, and content suitability. For instance, health and environmental claims must be supported by evidence, and advertising targeted at children is strictly regulated to prevent exploitation or undue influence. These regulations influence creative approaches, pushing advertisers towards clearer messaging, factual accuracy, and ethical considerations.

Key Trends and Findings

Analyzing these commercials reveals several key trends:

- Increased Use of Emotional and Lifestyle Messaging: Modern ads often evoke personal aspirations, social values, or environmental concerns, aligning with broader societal shifts toward sustainability and wellness.

- Regulatory Influence on Content Complexity: Stricter regulations have led to more transparent, fact-based advertising, reducing exaggerated claims.

- Technological Advancement and Visual Effects: Contemporary commercials leverage high-quality visuals, CGI, and social media integration for greater engagement.

- Increased Diversity and Inclusion: Recent ads reflect more diverse representations of age, ethnicity, and social groups, responding to cultural shifts and regulatory pressures.

Conclusion

The evolution of television commercials from the 1950s-80s to the present illustrates a trajectory from straightforward, product-centric messaging to highly sophisticated, emotionally and factually nuanced advertising. Regulations have played a significant role in shaping these changes, emphasizing honesty, transparency, and social responsibility. Understanding these developments enhances comprehension of current advertising practices and aids marketers in creating effective, compliant campaigns.

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