20 julio 2009

Historia del spot de TV


Antes de surgir la televisión (TV) o "radio con imagen", los hermanos Lumière realizaron varios proyectos para financiar sus películas, uno de esos fue un testimonial para "Lejía" en 1898, y en 1904 realizaron un infomercial para Moët et Chandon, y se sabe también de otro para agua mineral Evián.

Un segundo evento sobre el inicio del audiovisual publicitario ronda también a los hermanos Lumière, cuando introdujeron marcas comerciales en su catálogo de audiovisuales algo que siguió  en el año 1896, cuando Alexander Promio (que fue uno de los operadores más destacados de la empresa), filmó en Suiza la película Les Laveuses, en la que el protagonista de la escena era el jabón Sunlight, fabricado por la casa Lever Brothers (hoy Unilever). En este sentido, es interesante recordar que los Lumière extendieron su imperio por Europa a través de concesiones legales que permitían a operadores de distintas zonas geográficas la posibilidad de explotar el cinematógrafo en su jurisdicción. A la vez, enviaban a sus propios operadores a filmar escenas de distintos lugares del mundo para, de este modo, aumentar su catálogo de películas. Se da la circunstancia de que el concesionario de la casa Lumière en Suiza, François-Henry Lacanchy-Clarkeera, a su vez, era el agente legal de la firma Lever Bros, el fabricante del jabón Sunlight. En el año 1896, a Lavanchy-Clarke se le ocurrió utilizar el cinematógrafo para promocionar los jabones Sunlight y lo puso en escena, usando el jardín de su propia casa, un cartel publicitario de la marca. De esta filmación, que realizó con la ayuda de Alexander Promio, así surgió la primera película de contenido estrictamente publicitario de la que se tiene conocimiento.
En América -especificamente en los Estados Unidos- fue Edwin S. Porter, ayudante de Thomas Alva Edison, quien realizó el primer anuncio filmado que se conoce. Data del año 1898 y anuncia la marca de whisky Deward’s-It’s Scotch. Un año más tarde, en 1899 y en Inglaterra, Arthur Melbourne Cooper, considerado uno de los posibles inventores del paso de manivela, colaboró en la promoción de unos cerillos con las que se recaudaban fondos para las campañas del ejército británico para el sur de África. El paso de manivela, sirvió también al realizador francés Georges Méliès para realizar una gran cantidad de obras cómicas en las que insertaba el nombre de los anunciantes que acudían a él para que su nombre apareciese en las películas de este mago del cine. A estas películas publicitarias también se les llamada "filmlets" y duraban menos de 2 minutos.

Publicidad gráfica para televisores HDTV en la actualidad.
La TV nace en algunos mercados -EUA- como un medio comercial como la ABC, NBC, CBS, pero también surgen las televisoras del estado -Europa- como la BBC inglesa, la RAI italiana, la RTVE española entre otras, y no olvidemos a las televisoras religiosas que captan donativos para funcionar; CBN, TBN, entre otras. La TV comercial en su inicio sólo conocía la figura del patrocino completo que garantizaba presencia publicitaria en una serie de espacios programados que a lo largo de una temporada (del otoño a la primavera) era financiado por empresas de gran capacidad de inversión publicitaria como las fabricantes de carros, y productos de cuidado personal entre otros. En esos días la TV comercial tenía pocos espacios de participación para los anunciantes dado lo alto del precio de los patrocinios, a pesar que muchos eran los anunciantes que deseaban estar allí.

video
Primer spot de TV, creado por Ted Bates & Co. para Anacin.
Eso cambió en 1954 en Nueva York, cuando desde el restaurante francés Baroque de la calle 53 del este de Manhatan, Roser Reeves y sus compañeros de trabajo de Ted Bates & Co. hicieron un "rayadito" (boceto de un storyboard) de lo que sería el primer Spot de TV. Este iba a tener una medida de 60 segundos y anunciaba a la marca de medicamentos para el dolor de cabeza y cuerpo " Anacin". No fue para nada bonito, ni resultaba muy agradable pero sí fue muy efectivo y las ventas del producto crecieron a cifras inimaginables entonces.
El spot de TV, pasó luego a tener una medida standard que quedó en los 30 segundos. Y creó la posibilidad de anunciarse en TV sin necesidad de ser un patrocinador de un espacio completo, es aquí surgen entonces dos espacios típicos para colocar publicidad en la TV que se acomodan perfectamente con el spot de TV; el bloque de publicidad "Break" que es el espacio entre dos programas, uno que termina y otro que está por iniciar, y el "Carrier" aquel corte comercial que está de dos bloques del mismo programa de TV.
Vamos a diferenciar los spots televisivos publicitarios de otros mensajes cortos que vemos diariamente en la televisión como la identificación de canal (canal 2, XEW TV "El canal de las estrellas" o Canal 5 "El Líder") y los avisos promocionales de la programación del mismo canal, que se llaman "promos" y que nos informan sobre el resto de la plantilla de programación de este mismo canal.
Hoy día, uno de los más recordados y premiados spots de TV, es uno que fue realizado por el destacado director de cine Ridley Scott en el año de 1984, para la compañía Apple Computers que estaba por lanzar un nuevo modelo de computadora personal llamada Macintosh. La agencia que realizó la creatividad del mismo fue Chiat/Day y en su realización se invirtió cerca de los USA $ 400.000 y fue transmitido una sola vez durante el Super Bowl XVII el 12 de enero de ese mismo 1984.
video
Spot para Apple Machintoch de 1984.
Durante la celebración del 20 aniversario del Macintoch de Apple, se hizo una nueva versión digitalizada que incluía ahora un I Pod, y que proponía entonces una nueva manera de disfrutar de la música en archivo digital MP3, éste no se transmitió en la TV sólo estaba disponible en la InterNet, fue tal vez la primera campaña viral mucho antes de surgir YouTube. En el 30 aniversario del Mac de Apple -2014- se presentó un nuevo spot conmemorativo, a mi juicio éste resultó ser emotivo e inspiracional.
Que tengas éxito y que estés bien. Nos vemos en otra entrega más de Pensamientos Maupinianos.
¿Cual es tu spot de TV favorito? ¡Comparte tu opinión y veamos si lo  podemos incluir aquí!
Que estés bien.

Mauricio Pineda




The TV spot history. Before television or “radio images”, the brothers Lumiere made a testimonial for “bleach” in 1898, by 1904 they did in infomercial for “Moet de Chandon”.
Television was born in some markets as a commercial way for ABC, NBC, CBS, but also state television emerged like the English BBC, Italian RAI, and Spanish RTVE among other.  Let’s not forget religious television, attracting donations to function; CBN, TBN, among others. In the beginning commercial television only knew sponsorship, which guaranteed the brand’s presence in a series of programmed spaces that for the length of a season (fall to spring) and financed by the company, usually with a high advertising investment capacity, like car makers and personal care products to mention some.  During those days, TV commercials had few participation spaces for announcer given to the high prices of sponsorships, even when many of the announcers wanted to be there.
By 1954 everything changed in New York, when in the French restaurant Baroque from 53rd street, eastern Manhattan, Roser Reeves and his coworkers Ted Bates & Co. made a storyboard draft which became the first TV spot. It lasted about 60 seconds and it was announcing “Anacin” a pain reliever pill. It wasn’t pretty at all but it was very effective and the sales increased in unimaginable numbers.
The TV spots went onto having the standard 30 seconds and created the possibility to be promoted on television without an announcer. It’s from here on that two common spaces emerge in TV placing commercials; Commercial “breaks” are the spaces in between two shows, while one ends and another is about to start and the “Carrier” the commercial break between two blocks of the same TV show.
There is a difference between a commercial TV spot and other short messages seen on TV, such as the channel’s image (ABC Family “A new kind of family” or TNT “Drama, Period.”) and the channel’s promotional ads, called “promos” which inform about the channel’s programming.
Nowadays, one of the most remembered and awarded TV spots, was directed was Ridley Scott  in 1984 for Apple Computers, about the launching of a new personal computer called Machintosh. The agency in charge was Chiat/Day and about $400.000 was invested in the creating of it. It was only transmitted once during the Super Bowl XVII on January 12, 1984.
During Apple’s Mac’s 20th anniversary, a digitalized version was created and included an Ipod. It suggested a new way to enjoy music in MP3 files, this time I was not televised, only available on the Internet.
You can visit www.publitv.com to checkout recent TV spots.

Best wishes and Be safe, until a next entry.

Don’t be afraid to tell us what your favorite TV spot is. Share your opinion and we might include it here.Before television or “radio images”, the brothers Lumiere made a testimonial for “bleach” in 1898, by 1904 they did in infomercial for “Moet de Chandon”.
Television was born in some markets as a commercial way for ABC, NBC, CBS, but also state television emerged like the English BBC, Italian RAI, and Spanish RTVE among other.  Let’s not forget religious television, attracting donations to function; CBN, TBN, among others. In the beginning commercial television only knew sponsorship, which guaranteed the brand’s presence in a series of programmed spaces that for the length of a season (fall to spring) and financed by the company, usually with a high advertising investment capacity, like car makers and personal care products to mention some.  During those days, TV commercials had few participation spaces for announcer given to the high prices of sponsorships, even when many of the announcers wanted to be there.
By 1954 everything changed in New York, when in the French restaurant Baroque from 53rd street, eastern Manhattan, Roser Reeves and his coworkers Ted Bates & Co. made a storyboard draft which became the first TV spot. It lasted about 60 seconds and it was announcing “Anacin” a pain reliever pill. It wasn’t pretty at all but it was very effective and the sales increased in unimaginable numbers.
The TV spots went onto having the standard 30 seconds and created the possibility to be promoted on television without an announcer. It’s from here on that two common spaces emerge in TV placing commercials; Commercial “breaks” are the spaces in between two shows, while one ends and another is about to start and the “Carrier” the commercial break between two blocks of the same TV show.
There is a difference between a commercial TV spot and other short messages seen on TV, such as the channel’s image (ABC Family “A new kind of family” or TNT “Drama, Period.”) and the channel’s promotional ads, called “promos” which inform about the channel’s programming.
Nowadays, one of the most remembered and awarded TV spots, was directed was Ridley Scott  in 1984 for Apple Computers, about the launching of a new personal computer called Machintosh. The agency in charge was Chiat/Day and about $400.000 was invested in the creating of it. It was only transmitted once during the Super Bowl XVII on January 12, 1984.
During Apple’s Mac’s 20th anniversary, a digitalized version was created and included an Ipod. It suggested a new way to enjoy music in MP3 files, this time I was not televised, only available on the Internet.
You can visit www.publitv.com to checkout recent TV spots.

Best wishes and Be safe, until a next entry.

Don’t be afraid to tell us what your favorite TV spot is. Share your opinion and we might include it here.Before television or “radio images”, the brothers Lumiere made a testimonial for “bleach” in 1898, by 1904 they did in infomercial for “Moet de Chandon”.
Television was born in some markets as a commercial way for ABC, NBC, CBS, but also state television emerged like the English BBC, Italian RAI, and Spanish RTVE among other.  Let’s not forget religious television, attracting donations to function; CBN, TBN, among others. In the beginning commercial television only knew sponsorship, which guaranteed the brand’s presence in a series of programmed spaces that for the length of a season (fall to spring) and financed by the company, usually with a high advertising investment capacity, like car makers and personal care products to mention some.  During those days, TV commercials had few participation spaces for announcer given to the high prices of sponsorships, even when many of the announcers wanted to be there.
By 1954 everything changed in New York, when in the French restaurant Baroque from 53rd street, eastern Manhattan, Roser Reeves and his coworkers Ted Bates & Co. made a storyboard draft which became the first TV spot. It lasted about 60 seconds and it was announcing “Anacin” a pain reliever pill. It wasn’t pretty at all but it was very effective and the sales increased in unimaginable numbers.
The TV spots went onto having the standard 30 seconds and created the possibility to be promoted on television without an announcer. It’s from here on that two common spaces emerge in TV placing commercials; Commercial “breaks” are the spaces in between two shows, while one ends and another is about to start and the “Carrier” the commercial break between two blocks of the same TV show.
There is a difference between a commercial TV spot and other short messages seen on TV, such as the channel’s image (ABC Family “A new kind of family” or TNT “Drama, Period.”) and the channel’s promotional ads, called “promos” which inform about the channel’s programming.
Nowadays, one of the most remembered and awarded TV spots, was directed was Ridley Scott  in 1984 for Apple Computers, about the launching of a new personal computer called Machintosh. The agency in charge was Chiat/Day and about $400.000 was invested in the creating of it. It was only transmitted once during the Super Bowl XVII on January 12, 1984.
During Apple’s Mac’s 20th anniversary, a digitalized version was created and included an Ipod. It suggested a new way to enjoy music in MP3 files, this time I was not televised, only available on the Internet.
You can visit www.publitv.com to checkout recent TV spots.

Best wishes and Be safe, until a next entry.

Don’t be afraid to tell us what your favorite TV spot is. Share your opinion and we might include it here.Before television or “radio images”, the brothers Lumiere made a testimonial for “bleach” in 1898, by 1904 they did in infomercial for “Moet de Chandon”.
Television was born in some markets as a commercial way for ABC, NBC, CBS, but also state television emerged like the English BBC, Italian RAI, and Spanish RTVE among other.  Let’s not forget religious television, attracting donations to function; CBN, TBN, among others. In the beginning commercial television only knew sponsorship, which guaranteed the brand’s presence in a series of programmed spaces that for the length of a season (fall to spring) and financed by the company, usually with a high advertising investment capacity, like car makers and personal care products to mention some.  During those days, TV commercials had few participation spaces for announcer given to the high prices of sponsorships, even when many of the announcers wanted to be there.
By 1954 everything changed in New York, when in the French restaurant Baroque from 53rd street, eastern Manhattan, Roser Reeves and his coworkers Ted Bates & Co. made a storyboard draft which became the first TV spot. It lasted about 60 seconds and it was announcing “Anacin” a pain reliever pill. It wasn’t pretty at all but it was very effective and the sales increased in unimaginable numbers.
The TV spots went onto having the standard 30 seconds and created the possibility to be promoted on television without an announcer. It’s from here on that two common spaces emerge in TV placing commercials; Commercial “breaks” are the spaces in between two shows, while one ends and another is about to start and the “Carrier” the commercial break between two blocks of the same TV show.
There is a difference between a commercial TV spot and other short messages seen on TV, such as the channel’s image (ABC Family “A new kind of family” or TNT “Drama, Period.”) and the channel’s promotional ads, called “promos” which inform about the channel’s programming.
Nowadays, one of the most remembered and awarded TV spots, was directed was Ridley Scott  in 1984 for Apple Computers, about the launching of a new personal computer called Machintosh. The agency in charge was Chiat/Day and about $400.000 was invested in the creating of it. It was only transmitted once during the Super Bowl XVII on January 12, 1984.
During Apple’s Mac’s 20th anniversary, a digitalized version was created and included an Ipod. It suggested a new way to enjoy music in MP3 files, this time I was not televised, only available on the Internet.
Best wishes and Be safe, until a next entry.

Don’t be afraid to tell us what your favorite TV spot is. Share your opinion and we might include it here.
Be safe,

Mauricio Pineda
Traslations by MJ Sandoval.


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