Essay Introductions : How did American commercials of the 1970s and 1980s shape consumer culture?

Essay Introductions #1

1. The History and Culture of American Commercials throughout the 1970s and 1980s

During the 1970s and 1980s, American commercials experienced a significant transformation, reflecting the social, economic, and cultural changes of the time. This essay will delve into the fascinating history and culture of American commercials during these decades, exploring their impact on consumer culture and the ways in which they shaped the American landscape.

2. The Rise of Color Television and Cable

The widespread adoption of color television in the 1970s revolutionized the advertising industry. Vibrant colors and dynamic images captured viewers' attention, allowing advertisers to create more visually appealing and memorable commercials. Furthermore, the advent of cable television expanded the number of channels available, providing advertisers with new platforms to reach their target audiences.

3. Changing Demographics and the Rise of the Baby Boomer Generation

The post-World War II baby boom generation came of age in the 1970s and 1980s, bringing with them a new set of consumer values and spending habits. Advertisers targeted this influential generation with commercials that aligned with their lifestyles and aspirations, often emphasizing individuality, self-expression, and the pursuit of material comfort.

4. The Influence of Advertising Psychology

During the 1970s and 1980s, advertisers increasingly employed sophisticated psychological techniques to persuade consumers. Commercials incorporated emotional appeals, such as humor, nostalgia, and fear, to connect with viewers on a deeper level and influence their purchasing decisions. The study of consumer behavior became essential for advertisers seeking to create effective campaigns.

5. The Role of Celebrity Endorsements

Celebrity endorsements became a prevalent trend in commercials during the 1970s and 1980s. Advertisers leveraged the fame and charisma of popular figures to promote their products, establishing a direct connection between celebrities and consumer desires. From Michael Jordan endorsing Nike to Brooke Shields representing Calvin Klein, celebrities became an integral part of the advertising landscape.

6. The Impact of Technology on Commercial Production

Advancements in technology, such as computer-generated imagery (CGI), allowed advertisers to create visually stunning and immersive commercials. They could now produce commercials with realistic effects and elaborate storylines, capturing viewers' imaginations and creating a more cinematic experience.

7. The Rise of Product Placement

Product placement, the subtle integration of products into movies, television shows, and other media, emerged as a powerful marketing tool in the 1980s. Advertisers recognized the potential of reaching large audiences through entertainment and began collaborating with production companies to feature their products in popular content.

8. The Globalization of American Commercials

With the expansion of global media and communication networks, American commercials began to reach a worldwide audience. Advertisers adapted their campaigns to suit different cultural contexts while maintaining the core message and appeal. This resulted in the spread of American consumer culture and the influence of American brands around the world.

9. The Impact on Consumer Culture

Commercials of the 1970s and 1980s significantly shaped consumer culture by creating desire, encouraging consumption, and promoting a particular lifestyle. Advertisers played on consumers' aspirations and fears, using persuasive techniques to influence their purchasing behavior. The rise of celebrity endorsements and product placement further contributed to the commodification of everyday life.

10. Conclusion

American commercials of the 1970s and 1980s were a dynamic and multifaceted phenomenon that mirrored the cultural and economic changes of the time. They influenced consumer culture through the use of color television, the rise of the baby boomer generation, the employment of advertising psychology, the prevalence of celebrity endorsements, the impact of technology on commercial production, the globalization of American commercials, and the expansion of product placement. These commercials not only sold products but also shaped American society, leaving a lasting legacy on consumer behavior and the way we perceive the world around us.

Sources:

• The History and Culture of American Commercials throughout the 1970s and 1980s
• The Rise of Color Television and Cable
• Changing Demographics and the Rise of the Baby Boomer Generation
• The Influence of Advertising Psychology
• The Role of Celebrity Endorsements

Essay Introductions #2

1. Commercials have always been a powerful tool in shaping consumer culture, and American commercials from the 1970s and 1980s were particularly influential in this regard. During this time period, television had become a dominant form of entertainment, with households across the country tuning in to watch their favorite shows. Advertisers recognized the potential reach of television and began creating commercials that not only promoted products, but also established a connection with the viewers. These commercials utilized catchy jingles, memorable characters, and emotional storytelling to capture the attention of consumers and compel them to make purchases.

2. One of the key ways in which American commercials of the 1970s and 1980s shaped consumer culture was through the creation of iconic brand identities. Advertisers understood the importance of brand recognition and worked diligently to develop memorable characters and slogans that would resonate with consumers. For example, the Marlboro Man became synonymous with rugged masculinity, while the I Cant Believe Its Not Butter jingle became a catchy earworm that consumers couldnt get out of their heads. These brand identities not only helped to differentiate products in a crowded marketplace, but also fostered a sense of loyalty and familiarity among consumers.

3. In addition to establishing brand identities, American commercials of the 1970s and 1980s also played a significant role in influencing consumer behavior. Advertisers utilized a variety of persuasive techniques to convince viewers to buy their products, including celebrity endorsements, product demonstrations, and emotional appeals. Commercials for cleaning products, for example, often depicted harried housewives marveling at the ease and convenience of the latest household cleaners, while commercials for fast food restaurants portrayed smiling families enjoying a meal together. These advertisements created a sense of desire and aspiration in viewers, driving them to purchase the products being promoted.

4. Another important aspect of American commercials from the 1970s and 1980s was their focus on consumerism and materialism. Advertisers tapped into the growing consumer culture of the time, promoting a wide range of products and services aimed at fulfilling the desires and needs of consumers. Commercials for cars emphasized speed and luxury, while commercials for clothing highlighted the latest fashions and trends. Advertisers played on the idea that buying certain products could enhance ones status and identity, leading consumers to believe that they needed these goods to be happy and successful.

5. The impact of American commercials from the 1970s and 1980s on consumer culture cannot be overstated. These commercials not only shaped the way in which products were marketed and sold, but also influenced the values and attitudes of society as a whole. By creating iconic brand identities, influencing consumer behavior, and promoting consumerism, these commercials helped to define the cultural landscape of the time and set the stage for the consumer culture that exists today.

Sources

• Consumer Culture and American Commercials in the 1970s and 1980s - A Historical Analysis
• The Influence of Television Advertising on Consumer Behavior
• Consumerism and Materialism in American Commercials of the 1970s and 1980s
• Brand Identities in Advertising The Power of Iconic Characters and Slogans
• The Cultural Impact of American Commercials from the 1970s and 1980s

6. Furthermore, American commercials of the 1970s and 1980s not only influenced consumer behavior but also reflected the changing societal norms and values of the time. Advertisers were keen on tapping into the cultural shifts that were taking place and tailored their commercials to appeal to the evolving attitudes of their audience. For example, commercials aimed at women began to feature empowered and independent female characters, reflecting the growing feminist movement of the era. Similarly, commercials for children's toys and products reflected the changing perceptions of childhood and the importance of play and creativity.

7. These commercials also played a significant role in shaping the materialistic and consumption-driven society that emerged during this time period. By glamorizing certain products and lifestyles, advertisers created a sense of desire and longing in consumers, leading them to believe that owning these products would bring fulfillment and happiness. This emphasis on material possessions fueled a culture of consumerism that continues to thrive today.

8. American commercials from the 1970s and 1980s were not just about selling products but also about selling a lifestyle. Advertisers understood the power of emotional storytelling and used it effectively to connect with consumers on a deeper level. By associating their products with certain emotions, values, and aspirations, advertisers were able to create a sense of identity and belonging among consumers. This emotional resonance fostered brand loyalty and encouraged repeat purchases, further solidifying the influence of these commercials on consumer culture.

9. In conclusion, the American commercials of the 1970s and 1980s played a pivotal role in shaping consumer culture by creating iconic brand identities, influencing consumer behavior, promoting consumerism, and reflecting the societal shifts of the time. These commercials not only influenced the way products were marketed and sold but also shaped the values, attitudes, and behaviors of society as a whole. The legacy of these commercials can still be seen in the consumer culture of today, underscoring their enduring impact on shaping the way we view and interact with products and brands.