There was advertising on television in 1992. The history of the development of advertising on television in Russia. From words to photo and radio publications

The history of the development of domestic and world television

Remark 1

Television is the greatest invention of the 20th century. But the prerequisites for its development come from the previous century.

In 1887, German physicist Heinrich Hertz discovered the phenomenon of the photoelectric effect. This is the release of electrons by matter under the influence of electromagnetic radiation. A year later, the Russian scientist Alexander Stoletov clearly demonstrated this phenomenon by conducting a series of experiments.

In 1907, the Russian physicist Boris Rosing theoretically substantiated the possibility of obtaining an image using a cathode-ray tube. The picture was in the form of a single stationary point.

Until the 40s of the 20th century, television was mechanical, then it was supplanted by electronic devices. On the territory of the USSR, mechanical telesystems lasted a little longer.

Experiments using electron beams to transmit and receive images over certain distances since the early 1920s. The twentieth century was held by various countries: the USA, Japan, the USSR. It wasn't until 1933 that an American engineer of Russian origin Vladimir Zvorykin invented the cathode tube, which is still the main part of most televisions.

In 1936, the American research laboratory of V. Zworykin developed the first electronic television. Later in 1939, televisions began to be produced in large quantities. This model, called the RCS TT-5, was a huge wooden box with a 5 "screen with a radio tube. The first semiconductor TV was released by Sony in 1960. After that, models based on microcircuits began to appear.

Nowadays the quality of broadcasting has increased dramatically and became digital. Flat-panel LCD and plasma TVs appeared. By the beginning of the XXI century, the methods and principles of television broadcasting have changed significantly. Cable and satellite television became widespread.

Stages of TV advertising development in Russia

advertising of the USSR period;
advertising as an art 1992-2000;
advertising is the engine of trade in 2000 to the present day.

The first television advertisement in the USSR appeared in 1964. It was a commercial for corn, and it looked more like a short film with a musical element. Advertising was not commercial in nature, and due to the lack of any competition, quickly disappeared from TV screens. Constantly advertising on television began to be broadcast only in the late 80s.

In 1984, the "First All-Union Review Contest of Advertising Films" took place, which had a significant impact on the growth of television advertising. In 1987, Soviet advertisers held a second competition. These competitions made it possible to analyze the situation in the country and raise the level of Soviet advertising specialists. From that moment on, advertising on television becomes not just the main means of information, but a tool for promoting goods and services.

Advertising on television was exclusively for domestic goods (Volga car, etc.). The videos were a small, interesting and sometimes humorous clip. The duration of the video was up to 10 minutes. In the newspapers on the pages of the program guide, they even published the broadcasting time of this or that advertisement.

At the second stage, after perestroika, advertising becomes art. Manufacturers sought to promote their products by creating bright, colorful ads. It was not just a video, but a whole director's decision (a series of commercials for Bank Imperial). Famous actors were filmed in commercials, and their phrases became winged.

At the end of the 90s, the first social advertising appeared. These were videos from the Russian Project, 2-3 minutes long. The theme was different: love and care for the country, parents, self-confidence, etc. Well-known artists were also involved in the advertisement.

The third stage in the development of advertising defined it as the engine of commerce. Advertising in Russia began to focus on creating memorable images in the minds of consumers. The advertisements were mostly branded to stand out from others. The commercials contained graphics, hand-drawn characters and product symbols. Over time, advertising on television becomes more high-quality, and attracted the attention of consumers (advertising for Rondo chewing gum, Princess Nuri tea, Maiskiy tea, etc.).

History of television advertising in the United States

Remark 2

By 1951, nationwide broadcasting became possible in the United States. In the 1960s, nearly 90% of American families owned a television. The advertisement was broadcast in the framework of TV programs that the advertisers themselves filmed. The channel provided only studio and airtime. The format of television programs was forgotten over time and grew into the famous "soap operas".

In the 1980s, home video recorders emerged that could record shows and programs on schedule and automatically skip commercials. This negatively affected advertising. People no longer watched commercials, simply rewinding them on the tape.

In the late 1990s, digital video recorders (DVRs) with an ad-roll function began to be marketed. This angered advertisers and TV channel owners who were suing manufacturers of DVR devices.

This explains the reason for the spread of product placement (hidden advertising) in movies and TV shows. Advertising creators were forced to use this method of promoting products or services.

For a long time I was sure: the first television advertisement in the USSR appeared on New Year's Eve, either in 1986 or 1987. It was timed to coincide with the anti-alcohol campaign conducted by Michal Sergeyich Gorbachev, and advertised the fizzy cocktail "Evening", poured into champagne bottles and carbonated so much that it looked like champagne.

Periodically, a bottle with this cocktail and it, foaming in a glass, appeared in between songs. Yes, and the host of this "Ogonyok" herself noted that, they say, we are now more open camp, and therefore we have advertising ... Something like that!

Now I tried in vain to find this program, and ... it did not work. But I definitely didn’t dream about it, I couldn’t dream, because after this advertisement I understood: the definition given to it by the Great Soviet Encyclopedia is very accurate.

The Vecherny cocktail, poured into champagne bottles, had a disgusting taste (it tasted bitter), was uninteresting for adults (well, who needs ersatz champagne?), For children and adolescents it was unreasonably expensive. Memory prompts that the only bottle bought for trial (the cork from which powerfully jerked to the ceiling), cost one ruble and fifty kopecks ...

It turns out that she was on Soviet television after all. Probably, according to Mikoyan's behest:

"The task of Soviet advertising is to give people accurate information about the goods on sale, to help them formulate new requirements, instill new tastes and demands, stimulate the sale of new types of goods and explain how to use them to the consumer."

No, it's hard to argue with the fact that there was advertising in the USSR. Colorful posters called to fly by Aeroflot planes, try crabs (why advertise them, give me a crab and I will eat it without any advertising), get used to eating black caviar and so on ...

The advertisement was catchy: “It was already dark, the square was illuminated by bright lights, a motley advertisement on the roof of the Polytechnic Museum was burning:“ Everyone should try how tasty and tender the crabs are ”,“ And I eat jam and jam ”,“ Do you need a present for your house? Buy the Don hall "- said Stalin's personal translator.

But now they say: not on television. Like, she appeared there only after Perestroika.

It turns out that no, ladies, gentlemen and comrades.

Aged with the style of Soviet musical cinema, and surprisingly ... atmospheric.

And there were times when humanity without it got along greatselling and buying livestock, food and clothing at fairs and bazaars without any ads!

mineral waters
chocolate - all this seems to us to be commonplace today.

But for three centuries, no one suspected that thus you can offer your product buyers.

The first advertisement of such content appeared in the publication "Public Advertiser" in England entirely dedicated to ads. Even Edgar Poe, the famous author of detective novels, was engaged in the creation and editing of advertising articles. In 1844 he worked in a publication called "Southern Messenger" and was the head of advertising.

From words to photo and radio publications

The first radio advertisement

This event took place in the USA and since that time this marketing move has gained unprecedented popularity.

The years from 1921 to 1940 are considered peak of popularity advertising radio commercials, it was during this period that a radio receiver appeared in almost every American and European family.

Since the 60s of the twentieth century, small advertising firms operating locally, more than 60% all their advertisements are broadcast on the radio.

Radio serials are very popular during these years, the breaks between which are filled with advertising. Radio advertising volume increases every year, and this is due to the large number of people behind the wheel listening to various radio stations.

From past to present

Advertising on TV

A Bulova watch was demonstrated against the background of a stylized American map. For the sake of this show, the broadcast of a baseball game was interrupted and the video lasted only twenty seconds.

First TV commercial

Video recording was invented in 1956 - from that moment and the era begins TV commercials. Of course, there is still a long way to go before advertising begins to appear in the form familiar to modern TV viewers. But the first steps towards the future have already been taken.

The first Russian advertisement

One of the first advertisements in Russia

It was then that the inhabitants of the former USSR will learn from the lips of advertising heroes that:

they are not comrades, but "gentlemen"
that everyone has caries
dandruff
the opportunity to invest your money in a financial pyramid, if there is, of course, money.

Premier SV was the first company to deal with creatingand producing TV commercials. Even the now famous director Timur Bekmambetov began as an advertiser.

Having learned about how the very first print, photo, radio and TV advertising was created, I want to believe that progress does not stand still and advertisers still can surprise us an unusual solution!

Advertising in Russia began its development after changes in the political and economic life of the country. In the 60s, after the increase in the economic potential of the USSR, the individual consumption of the population increased, the demand for high-quality products increased, which required a change in the attitude towards advertising.

Prior to this, television was integrated into the country's governing system, into the party governing system, and performed important ideological functions. This was the main purpose of television.

The very first advertisement in the USSR came out in 1964. It was a corn ad. Her video was more like a small movie with elements of a "musical". In those days, all goods were produced of the same type, and this can of corn was also not marked in any way.

The development of advertising can be considered from the moment of the First All-Union Sort-Competition of Advertising Videos. It was held in 1984, and already in 1987 the second review - competition took place. After them, the country was able to "raise the bar" of Soviet professional advertisers. As a result of 1985, when political glasnost was proclaimed in the USSR, transformations took place in the media, including on television. It becomes not only the main means of information, but also a means of advertising.

The first Soviet commercials were aimed at promoting exclusively domestic goods, such as the Volga car, the Moscow fan plant Moven, etc. In such videos, as a rule, there was no advertising idea. For example, a television advertisement for a fan plant consisted of actors singing and dancing on the street, and from the text it was already possible to determine what they were singing about fans.

For TV viewers of that time, advertising was a kind of small entertainment video and was not perceived as intrusive. Even in the early days of television advertising in the newspaper, the time of one or another advertisement was printed in the program section. The duration of the commercial sometimes reached 10 minutes.

In 1991, 99 percent of our TV ads were directed to wholesalers. When concluding trade deals with each other, the "new Russians" talked to each other through the TV screen, thus showing open disregard for the interests of the overwhelming majority of TV viewers sitting at the same screen. In 1992, domestic advertising of the so-called "consumer goods" began to appear little by little, but it was also defiantly addressed to "friends".

At the beginning of its existence, our television advertising not only did not fulfill the function of a social stabilizer that was assigned to it, but vice versa. Grossly violating two sacred precepts of the advertiser - "the informant must identify his interests with the interests of" ordinary people "and" the advertising message should not be aggressive "- she introduced additional destabilization in society. Only after the restructuring the face of advertising in our country began to acquire clearer features , however, unprincipled videos continued to exist on television.

The second stage in the development of television advertising is advertising as an art. This stage falls on the period from 1992 to 2000, when directors do not strive to sell goods, but to show the viewer a beautiful advertisement. At the same time, they try to "keep up" with the then famous advertisers of the West.

An example is a series of bank commercials. Famous actors, chic costumes, phrases that were later sold into quotes - all this is in the bank's advertising. However, the commercial completely lacks any information about the bank itself, and it is not associated with its type of activity. She was remembered by the audience due to the vivid images of the actors. They loved her for the plot completeness of individual parts, for the game twist characteristic of the anecdote, as well as for the "shock lines" of the actors.

In the late nineties, Russian TV viewers saw perhaps the first real public service advertisement, which was not just a poster with an appeal, but created the feeling of watching a whole film. The public service advertisements took from 2 to 3 minutes, their favorite actors and unpretentious genre scenes were involved, which, truly, reached the hearts of the audience.

The third stage in the development of television advertising in our country is advertising as a trade engine. At the beginning of the 21st century, dramatic changes are taking place in the development of television advertising. More and more often, commercials appear on TV screens, offered goods, and not showing only the skill of the director. Brighter and more original advertising ideas are used, which created and supported the image of the advertised products. Now, in Russian advertising, the product is presented under a certain brand, thereby distinguishing itself from the multitude with its name and not only. All this is created in order to buy the product. For the first time, they begin to use graphics in a video, drawn characters and symbols of goods appear in advertisements.

In 2001, a series of commercials “Rondo” was released, the slogan of which was “Fresh breath refreshes understanding”. The video reflected the idea of \u200b\u200bthe product, was presented in a humorous form, which was a novelty for the Russian TV audience, and immediately attracted the attention of consumers. Also, a good slogan should be noted, which fully suited the positioning of the product as a gummy candy for a pleasant smell from the mouth, and besides, it was easy to remember, which ensured the completion of the creation of its image for the product.

Along with the advertisement for "Rondo" in 2002, a series of commercials for tea "Beseda" was released. For the first time in Russian advertising, a drawn character appears, a symbol of the product with which this tea is still associated. The director was able to convey all the warmth received when using the product, and, consequently, to create his own distinctive image of the product. Home, comfort, family, these are the associations that the viewer has when watching this video. Simultaneously with "Conversation", TV commercials of "Princess Nuri", "May Tea" and others are shown on television, but they all pass by the viewer, since their advertising is not remarkable for anything remarkable. From year to year, Russian advertising is gradually replacing foreign videos from the channels. Our domestic advertising is becoming much better, more thoughtful in its essence than those that were in the late 90s, early 21st century. We can say that the development of television advertising in our country is not slowing down. The number of creative, talented advertisers who are able to compete with foreign colleagues in the field of advertising is growing.

In the Russian culture of the beginning of the 20th century, according to M. Mayatsky, the "Visual paradigm" is taking shape, which is presented in the ideas of V. Solovyov and L. Shestov on the opposition of rational knowledge and revelation as a transformed vision, in the ontological interpretation of visuality by S. Frank, in the teaching on the reverse perspective of P. Florensky's “cathedral vision”. This is primarily due to the dominant position of vision in the "hierarchy" of feelings, since information coming through vision is not limited to color and light, even to forms, a sense of distance, density. It includes procedures for recognition, classification, interpretation. .Sight perception is most receptive to humans.

The country of four letters familiar from childhood has not existed for more than a quarter of a century. People born in the USSR and brought up in the spirit of cultural traditions that have been created for almost seven decades still remember her with nostalgia.

But the premiere of the first Soviet commercial for the general public, shown before the start of the film show, took place only in 1972. It was an advertisement for "Chocolate", filmed in Leningrad at the Film Studio of Non-Fiction Films. The script for the 60-second advertising film was written by Nikita Mikhalkov. A year later, the only well-known Soviet erotic advertising video called "Lingerie" was filmed there. This time Viktor Petrov became the operator and director.

For the first time, advertising becomes part of a feature film. The film "The Romashkin Effect" can serve as such an example. An interesting and informative comedy about four comrades who came up with the idea to advertise kefir. In 1974, a musical performance was staged on the Star of the Screen stage with elements of Aeroflot advertising. And in the famous film of the past years "Dima Gorin's Career" there is a short story with an advertisement for a savings bank.

Such beloved actors as Mikhail Boyarsky or Oleg Basilashvili also became heroes of commercials. Even Vladimir Vysotsky was so inspired by advertising that in 1975 he wrote and then performed a song called "Signs of the Zodiac", which he performed in a commercial of the same name.

The main purpose of advertising in the USSR was to show the viewer how to use consumer goods correctly and win the trust of the citizens of this great country. The videos emphasized the high quality of Soviet-made products. Soviet advertising, unlike modern advertising, did not entertain viewers, but directed Soviet citizens to a lifestyle that was correct from the point of view of the state.

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