Advertising 1900 - 1950: Techniques and Social Factors Essay

2212 WordsMay 17, 20139 Pages
Despite it’s irony, the twentieth century was an iconic and progressive time for advertising. The 1900’s saw the ongoing clash of ideologies, two World Wars, and a devastating economic downturn, which ultimately led to the wrath of the Great Depression. Despite the hard times, the twentieth century also saw drastic advancements in technology, political ideals, and that of most relevance to this discussion – consumerism. During the first half of the twentieth century, the advertising industry saw great advancements and changes as a whole. The industry itself became more respected, and consumer behaviour more closely watched. As a result of this, advertisers utilised a number of different techniques in order to influence consumer behaviour. Such techniques included the implementation of a change in relationship between advertiser and consumer and the introduction of the ideals of a ‘classless’ society, scare tactics and direct marketing focused at women and mothers. During this time, the world also began to see advertisers campaigning across different media channels. The effectiveness of each of these techniques relied much upon social factors at the time, including the rise of consumerism and product output, society’s insatiable need to ‘keep up with the Jones’s’, the desire for free time and family life, and also technological advancements into the era of radio and television. The first half of the twentieth century brought with it massive change and an onslaught of technological advancements, which resulted in vast amounts of product output and supply.[1] The decade from 1919 saw a huge growth in the private ownership of cars, radios, phones, washing machines, vacuums, fridges and other goods.[2] As discussed by Sheumaker, mass industrialisation along with new products and increased market competition saw advertisers create new methods to encourage the

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