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look at how these early commercials were performed. TV cameras of that era were
large contraptions and a stage set might have as few as two of them. During the show,

one of the cameras would be wheeled over to the side of the stage where a live

presenter would pitch the sponsor's product often with demonstrations or other visual
aids.

Any scheme purporting to encompass the various formats of local and national

TV commercials will surely overlook some of the possibilities because the variety is

so complex. Nonetheless, the following list provides a guide to some of the most
frequent and enduring types of commercial presentations.

Animation. The movies popularized cartoon animation in shorts and

feature-length films long before the advent of television commercials. However, the
familiar form was easily adapted for use in filmed commercials and continues to be

used, even today. Computer graphics and complex animation techniques (such as

those used in Avatar) make their way quickly into the commercial mix as soon as they
become available.

Contemporary TV commercials have indeed come a long way from these early

depictions. It is possible only now to see the diversity of consumers in the world

according to advertising. For example, the following TV commercials from 2010
illustrate the contemporary standards for representing gender and ethnicity.

Although the TV commercial remains an important part of the marketing mix,

it is no longer as preeminent as it was for the latter half of the 20th century. New

media .Internet banners, interactive advertising, social media, and so on .vie with TV
for consumers' attention. Whatever its future, there is no denying the important roles

that commercials have played in promoting certain lifestyles and values as well as
marketing.

Advertising & Society Review Volume 11, Issue 2, 2010 Advertising

Educational Foundation

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