An Impending Paradigm Shift in Advertising
Chapter 4: Drift & Decline
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DRIFT & DECLINE
Nearing the onset of yet another phase of development, advertising began to drift toward decline in the 1980s. Although this decade birthed several of contemporary advertising’s most celebrated brands and influential achievements, it was also a precursor to crisis. While there were several factors that contributed to decline, significant events involving corporate influence and cultural disconnect were extremely detrimental.
Economic prosperity experienced in the late 1970s led to increased corporate involvement in advertising. Although this formidable alliance produced seemingly advantageous results—from 1975 to 1984 advertising experienced the largest boom it had ever known—it contributed to industry tension (Tungate, 2007). One main area of tension stemmed from corporate comingling, which led to blurred boundaries and growing complexity. Another area of industry tension derived from a heavy emphasis on research.
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