Ruqayyah Snyder
Australia has produced many memorable television advertisements over the years, with some even arguing that the country has more memorable ads than television shows. From the 1910s to the 1960s, advertisements reflected and reinforced domestic ideals, with men portrayed as dependable providers and women as elegant and content. By the 1970s, ads became bolder, more experimental, and socially aware, with jingles and catchphrases becoming cultural staples. The 1980s brought high-energy and fast-paced ads that embraced global influences, while the 1990s saw the rise of technology and the internet, reshaping how ads reached audiences. Today, with the help of online archives and museums, it is possible to look back on these old Australian television advertisements and explore their impact on the country's culture and society.
| Characteristics | Values |
|---|---|
| Time Period | 1910s to 1990s |
| Format | Cinema, TV, and Radio |
| Archive | National Film and Sound Archive of Australia, ASO (Australia's audio and visual heritage online), National Library of Australia |
| Examples of Advertisements | Louie the Fly for Mortein, Kraft Cheddar Cheese, Vegemite, AAMI's Rhonda soap opera, Carlton Draught, Milo, Pizza Hut, Nicorette, Brand Power, Lube Mobile, Caramello Koalas, Aeroplane Jelly |
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What You'll Learn
The National Film and Sound Archive of Australia
The NFSA has a varied collection of vintage advertisements, including cinema and television advertisements from the 1910s to the 1960s. One of the earliest advertisements in the collection is a 1916 television ad where Barry Crocker encourages children to hunt Argentine ants for a $10 reward. The NFSA also has a 1946 cinema advertisement promoting the activities of the Alfred Hospital in Melbourne to raise funds. Another notable ad from the 1940s is for Beau Monde hosiery, which reinforces the gender stereotypes of the time.
The NFSA also has a collection of iconic jingles from Australian advertisements. This includes the famous Aeroplane Jelly jingle, recorded in 1937 or 1938 by five-year-old Joy King, which remains one of Australia's longest-running and best-loved jingles. Another memorable jingle is for Mortein, featuring "Louie the Fly", which debuted in 1962 and ran for 55 years. The NFSA also has advertisements for well-known Australian brands like Vegemite, Kraft, and Australia Post.
The NFSA is open daily in Canberra, with free public spaces like The Library, which houses over 280 items from the NFSA collection, the Mediatheque, a lounge screening highlights from the audiovisual archive, and the Theatrette, showing free documentaries. The NFSA also curates and hosts events and conferences, such as the Fantastic Futures 24 Conference, and has an online collection of First Nations content called Nangamai.
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ASO (Australia's audio and visual heritage online)
ASO, or Australia's audio and visual heritage online, is a curated site that offers free access to Australia's audiovisual heritage. The site is a collaboration between the National Film and Sound Archive (NFSA) and other organisations, such as the National Archives of Australia, the ABC, SBS, and AIATSIS. The NFSA collects, preserves, and shares the nation's audiovisual heritage, including vintage cinema, TV, and radio advertisements from the 1910s to the 1960s.
ASO provides access to a wide range of Australian audiovisual content, including feature films, documentaries, television programs, newsreels, short films, animations, and home movies produced over the last 100 years. The site also includes educational resources, such as teachers' notes and curriculum-aligned content, making it a valuable tool for educators and students.
The advertisements available on ASO offer a fascinating glimpse into Australia's past. For example, the site features the iconic Aeroplane Jelly jingle, recorded in 1938 by seven-year-old Joy King, which remains one of Australia's longest-running and best-loved jingles. Another notable advertisement is the 1946 cinema ad for the Australian Labor Party, which encouraged Australians to stick with the party that had successfully led the country through World War II.
ASO also showcases advertisements that provide insights into social and cultural norms of the time. For instance, a 1940s ad for Beau Monde hosiery reinforces gender stereotypes, emphasising the ideal woman's beauty, health, personality, and domestic skills. Similarly, an ad for Kraft Cheddar Cheese positions the product as essential for household food value and nutrition.
Beyond its historical value, ASO also documents the evolution of advertising and its impact on popular culture. For instance, an Australia Post commercial from the late 1980s effectively utilised rap music to promote its Postpak packaging parcels. This advertisement contributed to establishing Australia Post's corporate identity and showcased the changing landscape of music in television commercials during that period.
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The National Library of Australia
One of the key exhibitions at the NLA is "The Sell: Australian Advertising 1790s to 1990s," which showcases the earliest ads in Australia and explores their impact on society. The exhibition delves into how advertising influenced and reflected Australian life, culture, aspirations, and societal expectations during these two centuries. It's designed as a flexible educational resource for students, providing introductory and concluding activities to enhance their understanding of key concepts in advertising's history.
The NLA's collection provides valuable insights into the themes and trends of Australian advertising over time. During the 1950s and 1960s, for instance, advertisements often reflected and reinforced domestic ideals, with men portrayed as dependable providers and women as elegant homemakers. This era also saw the rise of glamorous campaigns and celebrity endorsements, with travel being sold as an exotic adventure. Moving into the 1970s, ads became bolder and more experimental, coinciding with the dominance of television as a medium. Jingles and catchphrases became ingrained in the cultural consciousness, like the iconic Louie the Fly for Mortein.
The NLA's resources encourage inquiry-based learning, prompting students to explore how advertising has shaped and been shaped by society. Students can analyse historical ads, reflect on their messages and mechanics, and even create fictional narratives from the perspective of characters in the advertisements, thus deepening their understanding of the interplay between commerce and culture.
Additionally, the NLA's collection highlights the evolution of advertising across different mediums, including television, radio, and cinema. For example, the library features vintage cinema advertisements from the 1940s, such as the Beau Monde hosiery ad, which reinforces gender stereotypes of the time, and the Kraft Cheddar Cheese ad, which positions its product as essential for household nutrition. These advertisements, with their unique narratives and creative strategies, offer a fascinating insight into the past and continue to influence Australia's cultural references.
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The impact of advertising on Australian culture
Australia has produced many memorable television advertisements, from the iconic 'Louie the Fly' jingle for Mortein in the 1960s to the more recent cultural phenomenon of AAMI's 'Rhonda' soap opera. These ads have become ingrained in Australian culture, with catchphrases like "Not Happy, Jan" from Yellow Pages and the Aeroplane Jelly jingle permeating everyday Australian conversation and reflecting societal values.
Vintage advertisements from the early to mid-1900s provide a fascinating glimpse into the past, reinforcing gender stereotypes of the time and promoting products that contributed to the Australian identity, such as Vegemite and Kraft Cheddar Cheese. These ads were often creative and catchy, with sweeping images, jingles, and narratives that captured the attention of their target audience.
With the rise of digital media, the future of advertising in Australia is leaning towards digital platforms. However, traditional media still holds strong, with industries like automotive, finance, and tourism favouring television and newspaper advertisements. The flexibility of the industry allows advertisers to utilise various means to reach their audience, creating a dynamic landscape that reflects and influences Australian culture.
Overall, advertising in Australia has left an indelible mark on the nation's culture, with iconic campaigns, catchphrases, and characters that have become woven into the fabric of Australian society.
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The evolution of advertising in Australia
Advertising in Australia has evolved significantly over the years, from colonial-era newspaper ads to modern digital marketing campaigns. The media's increasing dependence on advertising revenue in the 1920s propelled Sydney into the position of Australia's premier advertising city. The advent of radio in the 1930s and the end of World War II in the 1940s further shaped the industry, as advertisers tapped into consumers' pent-up desires.
During the 1950s, radio and television advertisements became more common, with iconic jingles like the Aeroplane Jelly song and Louie the Fly for Mortein making their debut. These jingles were catchy and memorable, becoming ingrained in Australian culture. Television advertising continued to grow in the 1960s, with campaigns becoming more creative and playful, such as the comedic Carlton Draught's "The Big Ad" campaign.
The 1980s brought high-energy and fast-paced advertising to Australia, influenced by global trends. Big brands focused on building customer loyalty through emotional storytelling, humour, and catchy slogans. This decade also saw the rise of television commercials that promoted both corporate images and specific products or services, such as Australia Post's use of rap music in their commercials.
The 1990s marked a significant shift with the emergence of new technologies and the internet, fragmenting the advertising industry and empowering advertisers to reach audiences in new ways. This era saw the rise of guerrilla marketing, sponsorships, and early digital campaigns, signalling the dominance of advertisers in the industry.
Today, Australia's advertising industry continues to adapt and evolve, influenced by cultural shifts and technological advancements. While some techniques have changed, advertisements remain a valuable record of social values, economic trends, and technological progress, shaping our perception of history and culture.
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Frequently asked questions
The National Film and Sound Archive of Australia has a collection of vintage cinema, TV, and radio advertisements from the 1910s to the 1960s.
The National Library of Australia has an exhibition called "The Sell: Australian Advertising 1790s to 1990s", which includes sources from its collection.
ASO (Australia's audio and visual heritage online) has a collection of old Australian advertisements.
Some notable old Australian advertisements include the Aeroplane Jelly jingle, the Vegemite radio jingle, the Louie the Fly campaign for Mortein, and the AAMI Rhonda soap opera campaign.
Some notable jingles and catchphrases from old Australian advertisements include "I Like Aeroplane Jelly", "You've got a great Mum, Michelle. Bloody oath", "Not Happy, Jan", and "Ba-na-na-na-na.... make your bodies sing!" from the Milo advertisement.
