The advertising industry has changed drastically since it’s beginning. In previous Marketing Society blog pieces, such as ‘TV and Print Advertising – UK vs. US’ and ‘Does Sex Sell?’, we have seen that the industry is different in distinctive countries and that it is constantly trying to bend the boundaries further for attention. However, it is important to take a look back in the history of marketing to understand how restricted it has become (in certain countries) today.
Subliminal Advertising
Did you know that back in the 1957 there was a type of marketing called subliminal advertising? This type of advertising was used in cinemas and on TV without the viewer being aware of it. Coca-Cola, one of the leading companies throughout time, used this technique to increase its sales.
Subliminal Advertising
Did you know that back in the 1957 there was a type of marketing called subliminal advertising? This type of advertising was used in cinemas and on TV without the viewer being aware of it. Coca-Cola, one of the leading companies throughout time, used this technique to increase its sales.
The advertisement would be placed in a single frame (according to Wikipedia 24 frames are needed to fill one second of film time) and appear throughout the film. One frame would be enough for the subconscious mind to pick it up, but the eyes would not. Subliminal advertising was banned shortly after, because of the psychological effect it had on people, who were not aware they had been exposed to marketing.
Tobacco and Alcohol Advertising
The changes in the tobacco and alcohol industry are another matter that can be discussed. These products used to be advertised and promoted as being part of healthy living back in the olden days. However, now that “we know better” and it has been clinically proven to be harmful, we have taken steps away from actively promoting them. Tobacco and alcohol advertising is now one of the most highly regulated forms of marketing and that should be telling us something.
In the UK tobacco advertisement was made illegal in November 2002 through the Tobacco Advertising & Promotion Act 2002. However, alcohol advertisements are still allowed on TV as long as they follow regulations. Many countries are like the UK and still allow alcoholic advertisement on TV as long as they are outside of what is referred to as “family time” and avoided before and after children’s programs. In other countries, such as Norway, Sri Lanka and Sweden (to mention a few), tobacco and alcohol advertisement is forbidden (except for “light beer” in Sweden) based on the harmful effects it can have. This is not to say that these countries are more concerned with its people than those who still allow alcoholic advertisement. It just means they have a lower tolerance and a different culture.
The topic of whether to advertise tobacco and alcohol is sensitive to discuss because of some religious views and country cultures. However, it is important to notice that something that used to be seen as part of mainstream healthy living is now being banned from advertisement in many countries.
The changes in the tobacco and alcohol industry are another matter that can be discussed. These products used to be advertised and promoted as being part of healthy living back in the olden days. However, now that “we know better” and it has been clinically proven to be harmful, we have taken steps away from actively promoting them. Tobacco and alcohol advertising is now one of the most highly regulated forms of marketing and that should be telling us something.
In the UK tobacco advertisement was made illegal in November 2002 through the Tobacco Advertising & Promotion Act 2002. However, alcohol advertisements are still allowed on TV as long as they follow regulations. Many countries are like the UK and still allow alcoholic advertisement on TV as long as they are outside of what is referred to as “family time” and avoided before and after children’s programs. In other countries, such as Norway, Sri Lanka and Sweden (to mention a few), tobacco and alcohol advertisement is forbidden (except for “light beer” in Sweden) based on the harmful effects it can have. This is not to say that these countries are more concerned with its people than those who still allow alcoholic advertisement. It just means they have a lower tolerance and a different culture.
The topic of whether to advertise tobacco and alcohol is sensitive to discuss because of some religious views and country cultures. However, it is important to notice that something that used to be seen as part of mainstream healthy living is now being banned from advertisement in many countries.
Censorship?
When looking into these types of advertising it is clear that not all products are allowed to be marketed to the public through media. Is it therefore fair to call it censorship?
The subliminal advertisement was reaching the target audience without their knowledge and leaving people with cravings for products they didn’t even know they had been exposed to. The tobacco and alcohol advertisement on the other hand used to appeal to people based on false advertising. Appealing to people because they were approved by dentists or doctors and would help you become the person you wanted to be.
I think it’s fair to say that this type of marketing is unethical and is therefore banned, from some countries, with good reason.
Today's Advertising
Looking at today's marketing in comparison, we might play on peoples desire to gain certain lifestyles, but at least they know they are watching the advertisements and there are regulations in place to protect us from false advertisement.
What do you think about these kinds of advertisements? And more importantly, how does todays’ marketing industry seem compared to how it used to be 50 years ago?
Written by Stine Sundin
VP Marketing Society
When looking into these types of advertising it is clear that not all products are allowed to be marketed to the public through media. Is it therefore fair to call it censorship?
The subliminal advertisement was reaching the target audience without their knowledge and leaving people with cravings for products they didn’t even know they had been exposed to. The tobacco and alcohol advertisement on the other hand used to appeal to people based on false advertising. Appealing to people because they were approved by dentists or doctors and would help you become the person you wanted to be.
I think it’s fair to say that this type of marketing is unethical and is therefore banned, from some countries, with good reason.
Today's Advertising
Looking at today's marketing in comparison, we might play on peoples desire to gain certain lifestyles, but at least they know they are watching the advertisements and there are regulations in place to protect us from false advertisement.
What do you think about these kinds of advertisements? And more importantly, how does todays’ marketing industry seem compared to how it used to be 50 years ago?
Written by Stine Sundin
VP Marketing Society