When you go on a city trip to New York, your eyes will be attacked by marketing exposures. If you walk on Times Square, World Trade Center or Broadway, marketing is everywhere. But my mind fell on a less familiar spot where I found the beginning of TV commercial.
The Paley media center for media is not a common museum since it is just a room with computers with headphones. But on these computers contain more than 160.000 television, radio programs, and commercials. So I went on a search for old TV commercials.
The beginning of TV commercials
The very first paid commercial on the American television was broadcasted on 1 July 1941. It was broadcasted before the first pitch of the baseball game The Brooklyn dodgers against the Philadelphia Phillies. The commercial was of Bulova Watch Co. The total costs of the commercial were 9 USD.
How commercials in 1950 looked like
Okay, that was a very short and simple message, so let’s head to the 1950’s to analyze two commercials on how they try to add value. One of the oldest marketing instruments can be found in all these campaigns: The slogan. Since commercials were very rare at that time, companies were leaning on word-to-mouth, and a slogan was easy to remember. Also, the commercials were mostly showcases of the product. The next commercial of American coffee is very typical on how the products were presented.
The commercial uses concrete attributes (flavor buds) and abstract attributes (good to the last drop, Maxwell House coffee flavor, best cup of coffee). Also, one functional benefit is named (save money). But that is how far it goes on functional benefits. Psycho-social benefits are not used in this commercial but did come a few years later.
The next commercial of Cool-Aid is funny and you will notice that also use a lot of concrete and abstract attributes in their campaign.