According to Shield and the website that I came across, advertising has changed and advanced over the years, Shield even dates back to the 1800’s. Not only are the purposes and messages of ads being portrayed differently, but the tactics and strategies also.
I came across this online http://www.gisbergen.eu/paper3e.html and its really interesting as it explains the changes in specifically magazine advertisements just over a short time period of 20 years; from 1980 to 2000. What is truly amazing is how much can change in that amount of time.
In Shield’s article, it states that in 1890 to 1910 advertisements were focused on the utility of the product being advertised and later in the 50s and 60s advertising became narcissistic and people judged products interpersonally. And then starting in the 70s until now, advertising is geared and directed more towards imagery on lifestyle. “Today, many product images are totems for lifestyle achievements and subgroup membership” (28).
I find it interesting to see how advertising began with an emphasis on utility and the use value of a product to now almost materialistic and status symbols relating to lifestyles. The fact that “Lifestyle advertisements and advertisements that simply capture a “look” are purposefully ambiguous”- that way people can interpret the image how they want and desire to own the product in their own manner. These changes and advancements in advertising goes to show how culturally embedded this type of media is and how influential It is on society.
I love the ingenuity of some advertisers and love the skill level of the artist in bringing the photo to life. As a interface designer, I aspire to be as good as some of artists that make these unforgettable images. As you describe, I find how advertising has changed and developed over the years. Great post.
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