In the world of advertising, we often come across the term ‘fidelity’ in relation to a brand’s commercial. When creating a commercial for a brand, the copywriter will work hard to ensure that the ad reflects the personality of the brand. Essentially, the copywriter is responsible for writing a brand’s script. The more they can get right, the better the chance of a successful commercial – and vice versa.
So what exactly does ‘fidelity’ mean in advertising? In order to find out, let’s take a quick look back at the history of advertising.
The Birth Of Advertising
The very first commercial advertisements appeared in print media around 60 years ago. However, the idea of advertising wasn’t new. In fact, the very first known advertisers were the Ancient Greeks, who hired celebrities to promote their businesses.
In the 1960s, advertisers started to recognise the power of television as a means of dissemination and began to realise that a celebrity endorsement could boost their efforts to gain brand loyalty. The first known televised commercials were broadcast in the U.S. in the 1950s. One of the most prominent advertising agencies at the time was Doyle Dane Bernbach (DDB) and the first ever TV commercial to be recognised as ‘classic’ was an imaginative spot for Reebok.
Key Takeaways
Although advertisements appeared to be a relatively new phenomenon in the 1960s, they have actually been around for a while. What has changed is the way we look at them. In the past, people would simply turn on their TV set and passively absorb the messages being bombarded at them. Nowadays, we are much more likely to actively seek out commercials on our favourite shows or listen to them while commuting. As a result, advertisers are gaining a greater impact.
It would be remiss not to point out that the medium has evolved along with the times. When radio ads first appeared they were rather dull compared to today’s commercials. The copywriters of the time had to make do with a text-only presentation and had to be mindful of the limited character count. Essentially, they had to be concise and to the point. In today’s world of videos, GIFs and Snapchat stories, limitations of the medium forced advertisers to come up with innovative ideas.
In addition, the content of today’s commercials is also vastly different to that of the past. In the 1960s, most advertisers would aim to sell a product. These days, we are seeing more emphasis being placed on providing valuable information or entertaining the viewer. Naturally, this also affects the way we look at commercials. While the ultimate goal of the ad is to sell something, the medium is evolving to become a real platform to engage with the public.
Evolution Of Advertising
Over the years, advertising has changed a lot. One of the most prominent ways it has evolved is the media through which we consume it. In the past, most people got their news from the radio. These days, we get our media from a variety of different platforms, namely YouTube, Facebook and Instagram.
For example, look at Procter & Ginsburg (P&G)’s YouTube videos. As well as containing educational content, the platform is used to showcase the company’s various products. P&G also uses the medium to provide helpful tips on how to use their products. It’s essential that the brand stays active on social media platforms to ensure that their videos are being viewed by as many people as possible.
The Difference In Quality
Another way that advertising has evolved is in terms of the attention to detail. Many commercials from the 1960s were rather sloppy in their production and lacked focus. In comparison, modern day commercials are a far more polished affair.
For example, take a look at this classic Volkswagen commercial. The spot is funny, unique and very polished, boasting beautiful camerawork, bright colours and a well-written script.
Emergence Of The Actor
It’s no secret that famous actors have always had great appeal in the media. Since the beginning of time, people have identified and connected with characters rather than individuals. It’s natural that over time, this would translate to advertising. This is particularly relevant today, as most of us now recognise the importance of individuality in terms of brand recognition.
Take a look at Diet Coke’s classic 1980s ad, which starred the then-unrecognised Robert DeNiro. We see the actor portraying a Coke machine, complete with funny, one-liners. Naturally, this helped Coke to become instantly recognisable.
Creative Use Of Colour
The use of colour in advertising is also hugely important. Since the dawn of time, colours have been used to convey different messages. In the 1960s, the use of bright, primary colours was rather daring, especially for commercials. In a bid to appeal to the ‘creative’ minds of today, many advertisers are going ‘contemporary’, using pastels and cool tones. However, they are still seeking to use the power of colour to draw attention to their ads.
The Difference In Typography
The way in which we write has also changed over time. When radio ads first began, they were written in a very ‘old-fashioned’ manner. People were often forced to write in a small number of sentences as there were only a handful of words available per minute. As a result, the style is somewhat stilted and over-scripted. Today, we can write almost anything we want and use any number of sentences. It simply depends on the audio file.
Overall Impression
When creating a commercial for a brand, the copywriter will work hard to ensure that the ad reflects the personality of the brand. In today’s world, the personality of a brand can be found in many different ways. For example, a brand’s logo, the type of products they sell, their website, social media accounts – and, of course, their advertisements. As you can see, there are many different ways to reveal the personality of a brand. However, a successful commercial will usually have a few key takeaways that the viewer can use to describe the ad to others.
Signature Style
It’s well-established that different styles will appeal to different people. In order to truly connect with the audience, the advertiser will need to find a way of speaking that resonates with them. For example, take a look at this Budweiser commercial. If you watch it without knowing the context, you’ll come away with the impression that it’s an ad for beer. However, if you listen to the lyrics or watch it in the context of the song, you’ll learn that Budweiser is in fact a drink manufacturer who are encouraging people to get ‘live’ with their product.
Branding Platforms
In today’s world, the line between TV commercials and online banner ads is becoming increasingly blurred, as more and more people are using the internet to research products and services, as well as to socialise with friends.
For example, take a look at Wayfair, a furniture and home décor e-commerce store. Rather than placing ads on websites or in print media, these businesses will often create ‘brand portals’ which connect to various social platforms, such as YouTube and Instagram.
The aim is to create a single space where customers can find all the information they need about a product, including reviews, videos, FAQs and more.
To really stand out from the crowd, make sure you develop a personal connection with your audience. After all, it’s humans we’re trying to attract with our ads!