#competitiveadvertising

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In this infographics, we will learn about how can you find competitors ads

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Benefits of Using Rolllup Banners For Hotels and Restaurants

In the competitive Dubai hospitality sector, efficient advertising is critical for gaining new clients and keeping existing ones. Visit our Blog to know more!

Benefits of Using Rolllup Banners For Hotels and Restaurants

In the competitive Dubai hospitality sector, efficient advertising is critical for gaining new clients and keeping existing ones.

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Advertising From The 1970s To Today

In Soap, Sex, and Cigarettes: A Cultural History of American Advertising, Juliann Sivulka examines the cultural changes in advertising from the 1970s to the late 1990s. In chapter 8, “From Positioning to Image Building” Sivulka looks at the decline in creative advertising as a result of the 1970s recession, which led advertisers to adopt the product-oriented advertising strategies of the 1950s. The “Information Age” of the late twentieth century had a significant impact on the way in which America advertised to consumers, particularly with innovations in computerization and globalization. The 1970s were marked by new foreign competition and conscious spending and thus, clients came to judge ad campaigns based on sales figures, not creative awards and ideas (338). This shifted with an economic boom of the 1980s that put glamour, wealth, and power back in style (348).

I found it particularly interesting that the government did not allow companies to use direct comparison until 1981, as this strategy is widely used in advertising today. Sivulka looks to the advertising of soda companies as an example of this direct comparison technique, namely the vicious competition between Pepsi and Coca-Cola to create a distinct product personality. In one campaign, Pepsi created a blind taste test where customers repeatedly choose Pepsi. Coca-Cola mocked this clearly biased attempt in another campaign, in which Bill Cosby announced, “I’m looking for the Coke drinker that the Pepsi guys never show on TV (342).” In response, Pepsi ads mocked Coca-Cola’s failed attempt to change the brand name to “Coca-Cola Classic.” Both Pepsi and Coca-Cola’s advertising exemplifies how the use of celebrity, comparison, and lifestyle marketing all work to create a distinct product personality. By placing the products in opposition with one another, consumers buy into the superiority complex and feel a brand loyalty to their preferred product. Coca-Cola and Pepsi advertisements today often create a “vintage” or “classic” feel that reflects this feeling of long-standing brand loyalty. A specific example that came to mind was Kendall Jenner’s Pepsi Generation advertisement. In this advertisement, Pepsi attempted to appeal to a younger generation with a popular celebrity; however, it was widely criticized for its over-simplification of current social issues.

Chapter 9, “The Media Revolution” looks at the effects of globalization and new media technologies in advertising. In the 1990s, fragmented audience and diverse emerging markets presented a new challenge to advertisers, who now sought to create a global brand. Sivulka uses the “new woman” as an example, as advertisers now recognized the value of this consumer group by creating advertisements aimed at a female perspective. While in the past, women were placed in narrow roles, new advertising techniques portrayed “two different worlds: traditional, a rerun of 1950s with stay-at-home mom and a modern one filled with working women (382).” This cultural change can be observed in advertising today— while many companies still portray women as dim-witted sex objects, it is widely considered more progressive and effective to place women in more powerful roles. One of my favourite ad campaigns is Always’ “Like a Girl,” which asks young women what they believe defines “being a girl,” tackling gender stereotypes that limit a girl’s capabilities. This advertisement shows how far female representation has come and how advertisements are a reflection of changing cultural ideas, feelings and beliefs. 

Sources: 

Juliann Sivulka, Chapter 8. “1975-1990 From Positioning to Image Building” (pp. 334- 377) and Chapter 9. “1990s and Beyond: The Media Revolution” (pp. 378-424) in Soap, Sex, and Cigarettes: A Cultural History of American Advertising.