The United Kingdom ranks fourth among the world’s largest advertising markets, and first among markets in Europe. UK advertising expenditure was estimated at 21.19 billion British pounds in 2016 according to the AA/WARC Expenditure Report, with growth to roughly 22.35 billion British pounds projected by 2017. UK digital advertising overtook television advertising in 2010 and now receives the greatest share of advertising spending. Internet’s share of advertising spending is expected to increase to almost 10.5 billion British pounds by 2017, with newspaper loosing its share of expenditure and falling to 1.7 billion British pounds. Social media advertising spending grew in 2015 to nearly 1.3 billion British pounds. – Information from https://www.statista.com/topics/1747/advertising-in-the-united-kingdom/

This lecture highlighted the link between companies and the consumer; advertising. The face is, people are much more likely to purchase a product if they can associate with the brand.

A brand is:

A visual, emotional, rational image that you associate with a company or product- that has an extremely powerful impact on our beliefs, behaviour and emotions.

History of Advertising

1960s:

• Lots of money and jobs created after WW2
• Women gained more respect- allowed to work at home and have own bank accounts
• Art industries were becoming more popular
• Birth of youth culture

1970s:

• Advertising became a serious profession
• Laws put in place to manage smoking in ads
• Adverts turned in to mini tv programmes
• First time that advertising companies got involved in political campaigns

1980s:

• The beginning of North/South rick/poor divides
• Advertising became massive. Big brands started to appear on the high street
• New technology- everyone started using computers which introduced a new digital style

1990s:

• Technology was established further- introduction of the internet and mobiles
• Business was dominated by computers
• Advertisers began to gain a bad reputation
• Branding evolved
• Online shopping introduced

2000s:

• More new technologies introduced
• The UK was leading in creatives

Animation Heroes: Defying Cultural Conventions

“Television animation invoke and intertextuality which is not merely concerned with the relationship between previous forms and conditions of production in animation but with other aspects of social, visual and new media cultures.”

Paul Wells: “Smarter than the average art form- Animation in the television era”

Theories of play: Internalisation of desires, emotional associations with objects, stories and imaginary worlds.

Child Development Theories: Freud… Skinner… Early Child Development theories focused on abnormal behaviour, trauma or mental disorders, stemming from a cognitive or behavioural perspective. Later social development theories from Bowlby to Piaget, recognised the interaction of between internal and external factors influencing development especially in the field of learning and education, introducing the notion of feelings and responses to others, and how we are socialised from an early age of development through play.

Social Development Theories:

Bowlby- ‘Attachment Theory’                                                                                                       Bandura- ‘Social Learning Theory’                                                                                             Piaget- ‘Stages of Cognition’                                                                                                         v Lev Vygotsky- ‘Sociocultural Theory’

Case Study

After this lecture, I decided to look on YouTube at old,vintage ads. I was shocked to find the ‘Bold 3’ from the 70s. The fact that women were expected to stay home and clean all day saddens me. The quote from the mother “you’ve got a lot to learn” implies that her daughter will be following in her footsteps, as girls were expected to start house work very young. However, a positive that I can take from the advert is the fact that the daughter was going for a job interview and at the end the audience finds out that she got the job. This empowers the female audience.