Today we used a resource from TV Choice called The Language Of Advertising. It opened with a clip from the first day of TV commercials in September 1955, an advert for Gibbs SR. Read about this event here on the BBC. On the new channel, ITA, viewers saw this advert:
'The first advertisement came a little more than an hour into the schedule, during the variety show.
Viewers saw a tube of Gibbs SR toothpaste in a block of ice, with a voiceover pronouncing it a "tingling fresh toothpaste" for teeth and gums.'
In class, we watched two contrasting TV adverts: Gibbs SR (TV, 1950s) and Cadbury's (TV 1990s). Gibbs SR featured a male scientist who had an authoritative voice and told his audience what they should do. By contrast, Cadbury's was playful and entertaining, with an upbeat soundtrack accompanying the narrative of a bemused photography who is working on a fashion photoshoot but who keeps seeing Cadbury's chocolate when he looks through the viewfinder.
The Cadbury's chocolate advert was in black and white, whereas the Cadbury's was full colour and used the brand colour purple to dress both the people and as the final screen colour.
The Gibbs SR advert focussed on the scientific benefits of using the toothpaste. This was seen in.........
Cadbury's, on the other hand, told a story as we saw when.....
The toothpaste advert was serious, with.....
By contrast, the chocolate advert was amusing and witty, as seen in ...
Both adverts used animation: for example the Gibbs SR used....... in order to ......
whereas the Cadbury's used........ in order to........
Both adverts used symbolism. Ice was used to symbolize...
Sound was used differently.....
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