By Becky Zieber
“Annndd we’re back!”
In Part 1 of The Evolution of Marketing, we went over the differences between digital marketing and historical marketing.
But what about the ads themselves? How have those changed?
At first glance, vintage/antique advertising was massively
different from modern ads, even modern print ads. But what you’ll come to see
is that the core elements haven’t changed all that much… but there’s been a big
shift in the core messaging of modern ads.
I mean, let’s ignore the actual product in the ad below for
a second (because CLEARLY the times have changed with what we can sell, FDA regulations and all that…) and just look and
the marketing elements.
It’s hand drawn, contains a lot of information that wouldn’t
matter as much to modern buyers, and just feels
But when you break it down, you can see that there are core
ad elements that are present in a modern ad equivalent as well.
The Historical Ad vs the Modern Ad
You’ve got your graphic or image, your product name, your
catchy hook, and then the company info. And when you compare it to a modern ad
along the same lines…
Same elements, though a significantly different breakdown.
And I know that pharmaceutical ads may be a bad example.
After all, it’s those same regulations preventing the sale of cocaine as a
toothache cure that require the triple-column, tiny-font, full page of
So let’s look at a car ad instead.
Here is an old ad:
Compared to one from this year:
See? Same elements, different breakdown.
In this case, there is way LESS copy, and way MORE of a hook (really, 2 hooks). But there are still those same base elements.
(Related: What is Copywriting?)
Modern ads are, in many ways, the same as historical ads.
But wait, I know what you’re (probably) thinking.
You’re thinking that I spent the whole of Part 1 of this series telling you how different marketing is now, and how much better it is now; so how could I spend the entirety of THIS post telling you how the ads themselves are basically the same?
Here’s the thing. The core tenants of an ad may not have
changed. But the messaging sure has. And the marketing tactics behind them sure
We no longer live in an era where you can buy a single ad
placement in a magazine to make all your sales …read more
Read more here:: digitalmarketer.com