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good. In Canada, advocates like Graham Spry were able to convince the
government to adopt a socialist funding model. England followed suit with the
development of the BBC. However in the United States, the capitalist model
prevailed with the passage of the 1934 Communications Act which created the
Federal Communications Commission. To placate the socialists, the U.S.
Congress did require that commercial broadcasters operate in the "public interest,
convenience, and necessity". However, public radio certainly exists in the United
States.
In the early 1950s, the Dumont television network began the modern trend of
selling advertisement time to multiple sponsors. Dumont had trouble finding
sponsors for many of their programs and compensated by selling smaller blocks
of advertising time to several businesses. This eventually became the norm for
the commercial television industry in the United States. However, it was still a
common practice to have single sponsor shows, such as the U.S. Steel Hour. In
some instances the sponsors exercised great control over the content of the show
- up to and including having one's advertising agency actually writing the show.
The single sponsor model is much less prevalent now, a notable exception being
the Hallmark Hall of Fame.
The 1960s saw advertising transform into a modern, more scientific
approach in which creativity was allowed to shine, producing unexpected
messages that made advertisements more tempting to consumers' eyes. The
Volkswagen ad campaign--featuring such headlines as "Think Small" and
"Lemon" (which were used to describe the appearance of the car)--ushered in the
era of modern advertising by promoting a "position" or "unique selling proposition"
designed to associate each brand with a specific idea in the reader or viewer's
mind. This period of American advertising is called the Creative Revolution and its
poster boy was Bill Bern Bach who helped create the revolutionary Volkswagen
ads among others. Some of the most creative and long-standing American
advertising dates to this incredibly creative period.
The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a
new type of advertising: the consumer tunes in for the advertising message, rather
than it being a byproduct or afterthought. As cable and satellite television became
increasingly prevalent, specialty channels emerged, including channels entirely
devoted to advertising, such as QVC, Home Shopping Network, and Shop TV.
(http://en.wikipedia.org/wiki/Advertising#Television_commercials)
3 Choose the correct answers (a, b or c) to the questions.
1 When did the radio start
broadcasting?
a. in the early 1930s
b. in the early 1920s
c. in the early 1940s
2 How did the radio station owners
earn money?
a. by selling products
b. by selling sponsorship rights
c. by selling advertising time
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