Understand cultural, aesthetic, social and technological contexts of the 80´s.
Understand some key aspects of romantic model of creativity.
Define postmodern advertising.

Economic & Political
S&S Became the world´s largest advertising firm
Context of privatisation
It was the time of Raegan & Thatcher
Recession and unemployment (1981)
Historian Lord Hennessy "uncanny" similarities between the riots of 1981 and 2011
1982 election state industries sold; gas, water & electricity.
Financial deregulation
Big Bang 1986 removal restrictions London stock exchange.
Growth in the finance and service sectors
Social context
"Unemployment topped three million in 1982"
The january 1982 figure of 3,070,621 represented 12.5 per cent of the working population
New identities
Boom mid 80´s
Yuppies 1986 bang (young upwardly mobile professionals)
They had lots of money and was a well used target group when it came to marketing products.
"now in their fifties and sixties but the rampant materialism shows little sign of abating" (reporter, 2010)
Early 80´s caused an ad boom
"it lined the pockets of all kinds of creative companies, designer brand thinkers and, of course, advertising. it was the decade that embraced the value of brands as a competitive necessity"
New man, New woman, New sexuality & New romantics
The man was portrayed as more androgynous. He was showing this softer side that was looked at as less masculine. The calvin klein ad from the 1980´s show a man posing with a child that was new. The new woman became more confident and in fashion this was showed with the famous Armani power suit. There was more women working in banking and finance - high powered jobs (UK&USA). After the hard imagery of the late 1970´s punk, Vivienne Westwood created her nostalgic, neo - romantic Pirate Collection from 1980.
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from lecture presentation |
- 1984 Apple Mac Chiat/Day Grand Prix Cannes.
- Twister
- VW.
- Sleepy time 1989
Global tv & language
Music television launched in 1981
MTV American cable and satellite television channel (viacom) New York City.
24HR Music videos
MTV was one of the first truly global TV brands.
Music videos crossed global borders
Global language - audience; youth
The 80´s gave rise to the MTV generation
Brands looks, voice reached global audience
BBH´S work on levis meant that we were at the forefront of this blobal phenomenon
Two implications:
1) Brands targeting youth audience `could now be fun from one place`
2) The need to think beyond the borders of the UK.
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from lecture presentation |
OUCA401
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