TV ads that were seen in the US in the decades of … – Pajama Surf

Image: Grant Wood – American Gothic – Google Art Project

“Seeing a murder on television can help us unload the feelings of hatred themselves. If you do not have feelings of hatred, may be obtained from the advertising interval. “

Alfred Hitchcock

” The needs do not produce consumption, consumption is produced needs “

Luis Enrique Alonso

The commercials have become increasingly aggressive turn, noisily breaking into our daily lives. In the middle of one of our favorite songs, the Youtube (the new TV), for example.

The advertising strategies have changed over the years. See how these changes have occurred in commercials throughout its history can broaden our perspective on its content, quality and duration today.

An idea of ​​philosopher Jean Baudrillard exposed in his book The Consumer Society says that market products evolve into drills themselves, acquiring a decoy structure. In his introductory essay “Dictatorship of the sign or the Sociology of Consumption of the first Baudrillard” Luis Enrique Alonso says:

It is well, as are witnessing the process leading to the profusion objects; spectacular game of changing appearances, sizes, fashion, colors, shapes, genders, bodies. In the first postwar aesthetic line, marked by the rounded shapes and curves, aerodynamic adaptation propagandist formulas Aviation time evolves then towards the edge, the angle and the cuboid, knowing later revitalization design soft . A smooth lines and soft forms and, at the same time, this enormous complexity, undeniable entropy is accompanied by a fall in the form of skill levels of objects, the rapid loss of appearance, wear, the profusion of objects of bad taste, copies and kitsch . Is generalized, thus reducing the duration of scheduled items, with substantial investments to shorten the life of products-, decreasing the amount of feedstock in the physical composition of the products, the substitution of original materials . by “imitation” or substitutes, etc.

Pages later, Baudrillard himself says:

The whole discourse is based on needs in a naive anthropology: the natural tendency of human beings to happiness. Happiness, inscribed in letters of fire behind the most trivial advertising a holiday in the Canary or bath salts, is the absolute reference of the consumer society: it is itself the equivalent of salvation. But what is this happiness whose pursuit haunts modern civilization with such ideological force

Later deepens:

This rationalist mythology on the needs and satisfactions it is naive and is so disarmed as traditional medicine to hysterical or psychosomatic symptoms. Expliquémoslo: outside the realm of its objective function, where you can not replace, outside the scope of its denotation, the object becomes more or less replaceable unlimited in the field of connotations, which acquires value way sign. Thus, the machine serves as a tool and represents an element of comfort, prestige, etc. The field of consumption is itself the latter. In it, all sorts of different objects can replace the washing machine as a significant element. In the logic of signs, as in symbols, objects are not linked at all with a function or a definite must. Precisely because they respond to something quite different that is either the social logic or the logic of desire, which operate as mobile field and unconscious significance.

as Baudrillard suggests It has “served” a need, it will emerge as a phoenix (or as a symptom) into one that will, in turn, replaced by another, so ad infinitum.

In ideologically revolutionary as were the decades of the 60s and 70s, what advertising strategies (needs) that had to be used (create) to capture the attention of a society were whose value system changed? See how advertising has changed until today allows us to be drawing a “history” of the invention to those needs.

These 25 minutes of television advertising broadcast between 1960 and 1970 in the United States can give us a different picture of the ideological deformations undergone to date, as well as all the new needs have created:

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