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How Has Technology Changed Creativity In The Advertising Industry?
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The advertising industry has always made optimum use of the latest technology available throughout the years. This Buzzle article chronicles advertising's creative journey seen from the technological point of view.
Sounds a lot like the advertising of yore, doesn't it? Of course, when we consider the person who said it, it just seems like a line out of a gospel. The dynamics in the creative sphere of the advertising world have certainly evolved, and how!
Isn't it incredible how a glimpse of a billboard, the right-side panel of a web page, or a twelve second commercial on TV can convince us into believing that what our life lacks right now is that one product which they happen to be selling? How a jar of moisturizer can help a woman hitch the man of her dreams. How a shaving gel can help a guy get a place on the football team. Amazing isn't it? That's the power of creative advertising for you.
Creativity and Advertising: A Perfect Marriage
Creativity and profitability usually never see eye to eye - one wanting to push the boundaries of innovative selling concepts, the other wanting it to be restrained within the prescribed budget. So, what is it that makes them blend together and weave magic? Technology, of course!
The advertising industry has pioneered the use of technology ever since it came into being, and we're talking about the disturbing times when a major part of ad revenue came from slave auction ads. Yes, this was probably how advertising as we now know it, was born.
A few years later, with the advent of commercial European goods into the Union, there arose this incessant need to put products "out there" where consumers could see them, and decide on buying them. A few years down the line, with the birth of competitive markets, came in the stipulation of advertising.
The Print Phase: Advertising's Baby Steps
Print space was precious - it was all about tapping the potential of newspapers. Magazines came in later, and specialty magazines followed. Now, creativity involved limiting the sales pitch within an inch-by-inch space. These ads rarely left anything to the imagination - the focus was on the product, and a solid, clear copy was always provided.
Here are a few examples...
Hold the future in your hand (Sony Television)
Colored telephones (Western Electric)
Pink is for girls (Lustre crème)
No whacky ideas were allowed here, mind you. These were the times when people read the fine print that was a part of the advertisement, attention-grabbing visuals were more the exception, rather than the rule.
I once wrote that Dove made soap "obsolete", only to discover that the majority of housewives did not know what the word meant. I had to change it to "old-fashioned".
- David Ogilvy
Innovation in printing brought these adverts to life, bringing them out from the last few pages to out in the front. Pages began to get glossier, and the advertisements, more vivid.
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