Shape - shifting 70´s

Aim for the seminar: Understand cultural, aesthetic and economic contexts of the 70´s and define contextual influences upon ads in the 70´s. Also compare contextual influences upon ads in the 00´s. 

Social & Cultural

The DIY culture emerged from the subculture Punk. Many fashion labels especially Vivienne Westwood took inspiration from the subculture into their fashion. The brand had a fashion line called Let It Rock that was influenced by New York Dolls. Subculture style "offends the silent majority". The meaning of this style reflected attitude of youth movement towards a system that offered "no future". 

Economic & Political Context

Unemployment in 1972 was above 1 million, and that was the first time since the 30´s. 

1977 was the protest era. 

Union Strikes

Women´s liberal movement

National Women´s Liberation Movement

This was prompted by the civil rights in USA. 

100´s conferences resulted in legislation 1970 Equal Pay Act.

Specifying equal pay for equal work was implemented in 1975.

Ad campaign - The Makethempay (2014) campaign created by the the advertising agency Mother London was created to bring the issue of equal pay for equal work. 

Another Best Ad Ever (1969)

"His (Jeremy Sinclair) idea not only answered the brief brilliantly, but also became a symbol of changing sexual attitudes throughout the 70´s and the impetus for the launch of Saatchi & Saatchi... not bad for a bloke with a cushion stuffed up his jumper" 

- (Hegarty, 2011,p26)

More ad classics:

- Collins

-WCRS

- The Ultimate Driving Machine Series For BMW

- I Bet He Drinks Carling Black Label

Saatchi & Saatchi

Opened its doors in 1970. 

Hefarty 26, Maurice (Writer campaign) 23, Charles 28.

Charles: Creatively- led agency.

Hired Ron Collins "a gifted but flawed art director" from Collett Dickenson Pearce (CDP)

Always in the ad magazine Campaign.

S&S had no account men

They created some award - winning work

Hegarty left S&S in 1973 and became Creative Director at TBWA.

1975 Labour Isn´t Working AD

This ad has become a part of the political history of the UK, re - engaged the agency with its creative spirit. 

"We where out to change not only advertising, but also business of advertising" 

- (p137, Hegarty, 2011)

SUMMARY 

Social & cultural context was a reaction to greater economic and political turbulence. 

70´s younger generation created subcultures visually distinct subversive and satirical. 

Postmodern architecture ads 

Sculpture - stretched. 

Tv advertising entertaining against gloom

OUCA401