Learning Intentions; students are learning to…
- Understand popular and material culture of the 1970s as seen through advertising.
- Think critically about the portrayal of mass media as seen in advertising and how this might differ from the reality of society.
- Compare and contrast the advertising of the seventies with that of today.
Success Criteria; students will know they have achieved the learning intentions when they can…
- Identify the similarities and differences between advertising from the 1970s and the present in the form of a Venn diagram.
- Contrast and compare the differences and similarities between advertising from the 1970s and the adverting of similar products today.
Relevant Footage:
Part One, Mass Media
Television:
The Way We Were (extract), Its Academic, Telethon, Top Town, Hudson and Halls.
Advertising:
Chesdale Cheese, Morrison Lawnmowers, BASF Tapes, Kentucky Fried Chicken, Ford Escort and Falcon, Hannahs Shoes, Pinky Bar, Pye Iso-tronic, New Zealand Tourism.
Lesson Outline
The Way We Were extract provides good starter material for a brainstorm or Venn diagram Resource One on the values, fashions and television entertainment of the seventies and those of today.
First briefly discuss the footage with the class, perhaps using some of the questions and ideas below.
What do they think the footage tells us about the 70s in terms of fashion, humour, innocence, entertainment? What similar shows do we have today and how much has entertainment changed? As well as the fairly extreme fashions of hosts and participants, discuss the values presented in the shows. It’s Academic was typical of many academic competitions for secondary and tertiary students at this time, what have these shows been replaced with and does this tell us anything about New Zealand Society? What did Top Town and Telethon have to do with regional and national pride at the time and does this still exist? To what extent did these shows and their modern day equivalents mimic overseas trends? Did Hudson and Hall simply follow the British tradition of comedy seen in shows such as Are You Being Served or had society become sufficiently liberated at this time to accept homosexuality on the small screen?
Students could complete their Venn diagram in groups and then present their ideas to the class.
In groups students can each focus in on one advertisement, filling out the template Resource Two and presenting their findings to the rest of the class. They could use the notes and questions below to get them started.
ADVERTISING Notes and Questions:
Chesdale: here we have a catchy jingle with a couple of stereotypes from down on the farm. These have been replayed not so long ago. What gives them such lasting appeal? Is the appeal of these advertisements the same now as it would have been in the seventies?
Morrison Mowers: an advertisement celebrating the quarter acre section (or more) lifestyle. Why don’t we see mowers advertised on television as much, any more?
Many, especially those living in the larger centres of New Zealand no longer have a lawn of any significant size. Many who can afford larger sections will hire someone to cut their lawns. Note the fashion and cheerleading.
BASF Tapes: the well-known advertisement with military stereotypes and the awkward but endearing character of John. The advertisement came out in the late 1970s, perhaps when the passing of a sufficient amount of time had softened the memory of Vietnam. The ‘Dear John’ song was made popular by Jean Shepard during the Korean War and the ‘Play it again John’ line is another all-American Humphrey Bogart reference. By the 1970s many New Zealanders were identifying more with the USA conflict than with Great Britain.
Kentucky Fried: our first, and for some time sole, international takeaway franchise. KFC first opened in Royal Oak, Auckland in 1971; nineteen years after it had first appeared in Salt Lake City. Note the simple production, catchy tune and no apparent concern about weight or health. The family ride in a cute and equally chubby 50s style car, perhaps appealing to the idea of a classic kiwi family holiday road trip. How many American or American-style takeaways can students name? How has the advertising for these companies changed since the 1970s?
Escort and Falcon: Escort: sporty, fun, appealing to the young. Falcon: more serious vehicle for the successful family man. Note the values of dependability and the extremely smooth voice-over! The more technically minded car enthusiasts in the class will no doubt note the technology (synchromesh on all forward gears) which is now taken for granted but was then something of note. The Ford Falcon (and Holden Commodore) remain something of an institution in New Zealand, maintaining Australian automotive bonds. Small cars now come predominantly from Japan, Korea and Europe. How has contemporary advertising of vehicles changed? Perhaps more importantly, how are the senses appealed to in these advertisements still similar to those evoked by modern automotive advertising?
Hannahs: Very hip, very 1970s. Another, this time semi-realistic, cartoon. Compare the fashion with that of today. Discuss the idea of appropriation in today’s retro fashion. Is seventies and eighties fashion worn with a sense of irony by the youth of today?
Pinky: very camp, slightly risqué, seventies fashion, similar to glam rock music videos of the same era. Make sure students are aware of the importance of a distinct youth culture which had only emerged during the sixties and which companies hoped to take advantage of.
Pye Isotronic: Again using music and fashion, but this time probably appealing to a slightly older, well off audience. Soft sell approach with long lead-in and stylish lingering shots of the hi-fi equipment. Note the still acceptable cigarette. How has the marketing and nature of electronics changed? These days we would expect a much younger target demographic and a greater focus on portability but advertisers are still using appropriately appealing music.
New Zealand Tourism: Once again rich with 1970s fashion and hairstyles. This advertisement appeals to young New Zealanders to stay and appreciate New Zealand before going abroad. A theme continued with the slightly later ‘don’t leave home till you’ve seen the country’ advertisements. There are many similarities to today’s tourism advertising; green untouched image. New Zealand is also still trying to stem the flow of emigration. Is New Zealand really the pristine environment portrayed in such advertisements? Is the “brain-drain” really a new concept or simply the continuation of a long term trend?
