1970’s Represented a Dynamic Structural Change within Advertising

The 1970’s signaled a pivotal shift in the way advertising was presented to consumers. Influenced by television and other new mediums of the time, advertising of the 1970s departed from the informational, graphic forms and subtle messages that were typical of the past to a more expressive conceptual form of advertising. Ads in the 1970s sought to capture the attention of a public accustomed to blaring, to-the-point TV commercials.
Previous to the 70s consumers were exposed to informative ads that helped them make decisions by exploring the positives of products and the negatives of competitors. Post seventies, informational ads were not as effective, as consumers were becoming more aware of deception in the government due to the Watergate scandal and the Vietnam War; they then associated that deception with media and advertising, forcing advertisers to change tactics. As a result, advertising in the 70s became more emotional and advertisers began to use clever phrases and melodies to capture the consumer’s attention which helped make the advertising message more memorable. This can be evidenced in VW ads in the 70’s, which became known for their witty, ironic statements and bold graphic designs.


1970s Car Commercial Ad: informational, graphic forms and subtle messages



Present Car Commercial Ad: modern day expressive and emotional form of advertising