ADV 2151 Lecture Notes - Lecture 14: The Colgate Comedy Hour, Kraft Television Theatre, Bulova
5 May 2018
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• Intro to Art Direction
• Week 9 - Television/Storyboarding
• The first ever TV Ad
o The very first television ad appeared on July 1, 1941 during a baseball game on a
local New York channel.
o The 10-second ad advertised Bulova watches and cost a mere four dollars.
o https://www.youtube.com/watch?v=8JenAyMmZ68
• Early Advertising on TV
o By 1948, many additional advertisers were using television spots to reach the
large audience that owned television sets.
o Television's spreading popularity merited the formation of the American
Associatio of Advertisig Agecies 4A’s to regulate coercials.
• The 1950s also brought about significant changes in television advertising.
o More advertising options became available and companies gained opportunities
to sponsor entire programs that showcased their products.
o Kraft, Colgate, and General Electric were only a few of the companies that took
advantage of this trend and sponsored their own shows.
• The system of advertiser-sponsored and agency-produced programming continued
through most of the 1950s, typified by shows such as "The Hallmark Hall of Fame," "The
Colgate Comedy Hour" and "Kraft Television Theater."
• https://www.youtube.com/watch?v=w-ka4honG5s
• The End of Companies sponsoring TV shows
o Quiz show scandals made news in the late 1950s
o Consumers discovered that sponsors were dictating the winners and losers on
shows such as "The $64,000 Question" and "Twenty-Oe,”
o Demise of advertiser-sponsored programming was sealed.
• The Dawn of Modern TV ADs
o I the 96’s NBC's Sylvester L. "Pat" Weaver was the first proponent of using a
"magazine format" for TV, selling 60-second commercials in NBC-produced
shows instead of 30-minute blocks of time that the advertiser controlled.
o This was a much more cost-effective way of reaching the masses, and many
companies like Tide and Crest seized the opportunity.
o An hour-long program typically had 9 minutes of advertising, with most
commercials lasting 30-60 seconds.
o Kool Aid - https://www.youtube.com/watch?v=yKY2O4KFmMU
o Colgate - https://www.youtube.com/watch?v=xFydzXFcA-Y
o Winston - https://www.youtube.com/watch?v=-fPwpymO1bs
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