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Title: "It has hit us like a whirlwind" : the impact of commercial television advertising in Britain 1954-1964
Author: Payne, Alison Jane
ISNI:       0000 0004 6348 2430
Awarding Body: Birkbeck (University of London)
Current Institution: Birkbeck (University of London)
Date of Award: 2016
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The Chairman of the advertising agency, Foote, Cone and Belding, claimed that the launch of the new advertising medium of commercial television, in 1955, was a ’whirlwind’ for his industry. New disciplines, new techniques, and new relationships with the production industry had to be established, and existing campaigns in press had to be transferred to television, an advertising medium that London agencies had no experience with. Also, for the first time, agencies had to work within a regulatory process established by legislation, and policed by the Independent Television Authority. The Authority was tasked with a public service remit to protect citizens both as viewers of television and the consumers of branded goods. The acceptance of viewers, of the commercials on this new television channel. was central to the concerns of both the advertising industry and the regulator. To identify the extent of the impact of commercial television advertising, on the advertising industry, advertising regulation and the viewers, this thesis draws on contemporary research carried out by the BBC, archival material from the regulatory authority and the representative organisations of the advertising industry, and the trade press, and combines this with new interviews with practitioners, working in the advertising and television industries, from 1954-1964. Using material from advertising archives, the thesis also examines the advertising of one important category of advertised goods, washing powders, to identify how the advertising agencies evolved their clients’ advertising, from press, to the new advertising medium of television.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available