History of the development of domestic and world television
Note 1
Television is the greatest invention of the 20th century. But the prerequisites for its development stem from the previous century.
In 1887, German physicist Heinrich Hertz discovered the phenomenon of the photoelectric effect. This is the release of electrons by a substance under the influence of electromagnetic radiation. A year later, Russian scientist Alexander Stoletov clearly demonstrated this phenomenon by conducting a series of experiments.
In 1907, Russian physicist Boris Rosing theoretically substantiated the possibility of obtaining images using a cathode ray tube. The picture was in the form of a single stationary point.
Television was mechanical until the 40s of the 20th century, then it was supplanted electronic devices. On the territory of the USSR, mechanical television systems lasted a little longer.
Experiments using electron beams to transmit and receive images over certain distances since the early 20s. The twentieth century was carried out by various countries: the USA, Japan, the USSR. It wasn't until 1933 that the Russian-born American engineer Vladimir Zvorykin invented the cathode tube, which is still the main part of most televisions.
In 1936, the American research laboratory of V. Zvorykin developed the first electronic television. Later in 1939, televisions began to be produced en masse. This model, called RCS TT-5, was a huge wooden box with a 5-inch screen with a radio tube. The first semiconductor-based television was released by Sony in 1960. Afterwards, models based on microcircuits began to appear.
Currently, the quality of broadcasting has increased greatly and has become digital. Flat LCD and plasma TVs appeared. By the beginning of the twenty-first century, the methods and principles of television broadcasting had changed significantly. Cable and satellite television have become widespread.
Stages of development of television advertising in Russia
- advertising from the USSR period;
- advertising as art 1992-2000;
- advertising is the engine of trade from 2000 to the present day.
The first television advertising in the USSR appeared in 1964. It was a commercial for corn and was more like a short film with a "musical" feel to it. The advertising was not commercial in nature, and due to the lack of any competition, it quickly disappeared from TV screens. Continuous advertising on television began to be broadcast only in the late 80s.
In 1984, the “First All-Union Advertising Film Competition” 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 improve the level of Soviet advertising specialists. From this moment on, television advertising 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 reached 10 minutes. In newspapers, on the pages of the program schedule, they even published the broadcast time of a particular advertisement.
At the second stage, after perestroika, advertising becomes art. Manufacturers sought to promote their products by creating bright, colorful advertising. It was not just a video, but a whole directorial decision (a series of commercials for the Imperial Bank). Famous actors starred in advertising, and their phrases became catchphrases.
At the end of the 90s, the first social advertising appeared. These were videos of the “Russian Project” lasting 2-3 minutes. The themes were different: love and care for the country, parents, self-confidence, etc. Famous artists were also involved in the advertising.
The third stage in the development of advertising determined it to be the engine of trade. Advertising in Russia began to focus on creating memorable images in the minds of consumers. The advertisements featured mostly branded products to stand out from others. The commercials contained graphics, cartoon characters, and product symbols. Over time, advertising on television became of better quality and attracted the attention of consumers (advertising for Rondo chewing gum, Princess Nuri tea, May tea, etc.).
History of television advertising in the United States
Note 2
By 1951, national broadcasting became possible in the United States. In the 1960s, nearly 90% of American households had a television. The advertising was broadcast as part of television programs that the advertisers themselves filmed. The TV channel provided only a studio and airtime. The format of television programs was forgotten over time and developed into the famous “soap operas.”
The 1980s saw the introduction of home video recorders that could record scheduled shows and programs and automatically skip commercials. This had a negative impact on advertising. People no longer watched commercials, just watched them in the recordings.
In the late 90s, digital recording devices (DVRs) with the function of scrolling through advertisements began to be sold on the market. This greatly angered advertisers and television channel owners, who sued DVR device manufacturers.
This explains the reason for the spread of product placement (hidden advertising) in movies and television shows. Advertising creators were forced to use this method of promoting goods or services.
About television as a medium mass media, we can say, starting from the 30s of the 20th century. Regular television broadcasting began in the 40s.
Experimental free television advertising appeared in the United States in the summer of 1939. The first television advertisements were narrated messages. On July 1, 1941, the first commercial television advertisement for a watch appeared on American airwaves. In 1954, television in the United States took first place as a means of national advertising.
In 1963, in the United States, television overtook the press as a source of information. In 1977, total television advertising revenues exceeded $7.5 billion - 20% of all advertising in the United States.
First, provide consumers with the necessary information about the product. One of the main functions. Good publicity contributes to the fact that the consumer begins to automatically associate certain needs with the product offered, with the fact that this particular product or product optimally meets his needs. Therefore, it is necessary to constantly inform consumers about all changes and innovations in the product.
Secondly, ensure sales, maintain and expand the achieved sales volume.
Another important function: building the prestige of the enterprise
The buyer is willing to pay a high price for a product if the company is known to him and enjoys a good reputation. The consumer wants to compare himself with a prestigious company and its products. For a well-known brand, a consumer is willing to pay more money than for a product from a company that is not well-known or that does not enjoy the most favorable reputation.
And as already revealed above, television advertising has the effect of solidity.
Features: Advertising on television is a very effective way of influencing people. Thanks to image, color and sound, television allows you to clearly show potential consumer all the qualities and advantages of the product, and also makes it possible to better remember the product. Therefore television is more effective way conveying information to buyers.
In addition, television reaches different segments of the entire population. Television attracts large audiences every day. People spend a lot of time in front of the TV and may come into contact with the same advertising message several times, which greatly increases the attraction of attention to the product.
When creating a commercial, it is necessary to take into account the fact that viewers must be interested in the first few seconds. If an advertisement does not immediately attract attention, the consumer will not watch it further. A person first of all pays attention to the image and only then to the sound, so it is necessary that visually everything looks sharp, clear and beautiful. Advertising should be easy to perceive by viewers; the more complex it is, the faster the consumer’s interest decreases. Here it is necessary to appeal to the emotional consciousness of a person.
TV advertising can show how good it is to own a particular product, and clearly demonstrate what success can be achieved with the help of the advertised service. Experts advise not to overload television advertising with words; it is more effective to create unique positive images. Moreover, it is advisable to build a plot around the person himself, and not the advertised product.
Television advertising is very useful for those companies that want to become more famous and make their product more popular. The very fact that the video appeared on television indicates that the company is already more or less wealthy, this evokes respect and a serious attitude towards the organization. And after several airings of the commercial, you can count on the growth of your reputation and the emergence of more and more new consumers.
And there were times when humanity without this worked out great, selling and buying livestock, food and clothing at fairs and bazaars without any advertisements!
- mineral waters
- chocolate - all this seems commonplace to us today.
But for another three centuries no one suspected that this way you can offer your product buyers.
First advertisement of this kind appeared in the publication “Public Advertiser” in England, entirely dedicated to classifieds. Even Edgar Allan Poe, the famous author of detective novels, was involved in the creation and editing of advertising articles. In 1844, he worked for a publication called the Southern Messenger and ran the advertising section.
From words to photo and radio publications
First radio advertisement This event took place in the USA and since then this marketing ploy has gained unprecedented popularity.
The years from 1921 to 1940 are considered peak of popularity radio commercials, it was during this period that a radio receiver appeared in almost every American and European family.
Since the 1960s, small advertising firms operating locally have more than 60% They give all their advertising to radio.
Radio series have become extremely popular these years, and the breaks between them are filled with advertising. Volume of radio advertising increases every year, and this is due to the large number of people who listen to various radio stations while driving.
From past to present
TV advertising
Bulova watches were showcased against the backdrop 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 ad Video recording was invented in 1956 - from that moment on an era begins TV commercials. Of course, there is still a long way to go until advertising begins to appear in the form familiar to modern TV viewers. But the first steps towards the future have already been taken.
First Russian advertising
One of the first advertisements in Russia It was then that residents of the former USSR learned from the lips of the advertising heroes that:
- they are not comrades, but “gentlemen”
- that everyone has tooth decay
- dandruff
- the opportunity to invest your money in a financial pyramid, if there is money, of course.
The Premier SV company was the first company to deal creation And producing TV advertisements. Even the now famous director Timur Bekmambetov started out 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 are still will be able to surprise us an unusual solution!
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 were created over almost seven decades still remember it with nostalgia.
But the premiere of the first Soviet commercial for the general public, shown before the start of a film show, took place only in 1972. It was the “Chocolate” advertisement, 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 known Soviet erotic commercial called “Lingerie” was filmed there. This time Viktor Petrov became the cameraman and director.
This is the first time advertising has become part of a feature film. The film “The Romashkin Effect” can serve as such an example. An interesting and educational comedy that tells the story of four comrades who came up with the idea of advertising kefir. In 1974, a musical performance was staged on the Screen Star stage with elements of Aeroflot advertising. And in famous film last 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 the advertising that in 1975 he wrote and then performed a song called “Zodiac Signs,” which he performed in a commercial with the same name.
The main purpose of advertising in the USSR was to show viewers how to use products correctly consumer consumption and win the trust of the citizens of this great country. The videos emphasized high quality Soviet-made products. Soviet advertising, unlike modern advertising, did not entertain television viewers, but directed Soviet citizens to a lifestyle that was correct from the point of view of the state.
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