A lot has changed in the world of advertising since the 1970s. Back then, people weren’t particularly interested in seeing commercials while they were watching television shows. Now, with the world’s largest television networks competing for viewers’ attention, commercials play an important part of any TV show. Naturally, this raises questions about the future of advertising. What will become of the once-mighty advertising agencies? How about the commercials themselves? Have the traditional methods of advertising changed so much that we need to start over from scratch? This article will examine the effects that the rapid evolution of new media and technology have had on the field of advertising, as well as discuss how commercial comedians played a crucial role in the adaptation of these new methods.
Changing Trends And Expectations
In the past, people would turn off their TVs set when they saw a commercial. Today, everyone is glued to their screens, waiting for the next episode of their favorite show. As a result, commercials are now a part of everyone’s daily routine and serve as an important part of the marketing mix.
What is more, these days, people expect to see commercials while they’re watching television shows. Back in the 1970s, people were more likely to seek out TV shows that did not have advertisements, or to turn off their sets when they heard them. Today, people expect to see advertisements throughout a show, even those that are completely ads-free.
The Death Of Mass Media
One of the most significant effects of the changing times is the rise of the Internet. Like the printing press before it, the Internet has completely revolutionized the way we get our information. Before the Internet, there was actually only one medium for reaching an audience: television. While the medium certainly had its perks—televised sporting events, for example—it was ultimately limited by its sheer numbers of restrictions.
Now, with the Internet, anyone with a decent microphone and camera can become a media publisher.
This is a significant departure from the traditional methods of media consumption, which restricted media exposure to those who could afford and maintain their own TV sets.
The Changing Face Of Advertising
The effects of the ever-evolving media landscape are apparent in the changing face of modern advertising. Back in the day, advertising was about as exciting as watching paint dry. It was basically the same every time: you’d put in a few hours of crummy work, pour yourself a stiff drink, and wait for the phone to ring.
Today, though, things are quite a bit different. Now, with all the various media that you can consume and all the tools that can be used to publish content, advertising has become one of the most creative industries around.
The lines that once divided advertising and creative departments have blurred. Today, agencies partner with multidisciplinary teams of designers, copywriters, photographers, and digital animators to create unique, one-of-a-kind advertisements that bring a brand’s message to life.
The Role Of Comedy
When new media channels were created, they were initially viewed as a threat to the world of advertising. After all, comedians could simply bypass the industry and go straight to the audience, which in theory, is what caused the mass exodus of people from the lucrative world of advertising.
However, the role of comedy in advertising has not changed. In fact, it has become much more important than it has ever been before. In today’s world, all kinds of messages require a humorous delivery system.
Take ads for the fictitious drug Cudinata for example. This is a typical online banner ad that you’ll see littered around the Internet. Who cares about some useless drug? Well, if you’re reading this article, probably not you. However, if you’re ever pondering the question, “does caffeine raise blood pressure?”, you’ll need to ask yourself, “does this Cudinata ad make me think about blood pressure and caffeine?”
It’s the same with most online ads. They all want to engage you, make you curious about the product, or the service the ad promotes, and ultimately, make you act or buy something. To achieve this, all these online ads and the people who crafted them learned two important things: first, to be creative, and second, to be funny. And what better way to be both creative and funny than with a hapless, dim-witted comedian, which is exactly what you’ll find in most online ads.
The Future Of Advertising
All of this talk of creative media and technology makes for some interesting food for thought. What will become of advertising in the future? How will the media landscape change with all of these new platforms and avenues for content? Will advertisers adopt new methods of reaching consumers? There are a lot of questions to ponder.
Fortunately, we’re not totally in the dark. While we may never know the exact answers to all these questions, we can take a few things for granted. First, advertisers will continue to be creative, regardless of whether they work for a big agency or a small shop. Second, technology will always be a driving factor behind any innovation, and as these new platforms and methods of content delivery become more available and affordable, we’ll see more advertising adapted from these traditional print and TV models.