Submitted to:

Miss. Sundas Gohar

Submitted by:

Mahnoor Asif
(Fa-2023-BSCP-025)
Session: 2023-2027

Department of Phycology.
Q:

What kind of information is used in 70’s advertising in Pakistan?

Product Descriptions:
Advertisements in newspapers during the 1970s featured detailed descriptions of
products, emphasizing their features, functions, and unique selling points. These
descriptions aimed to provide readers with a comprehensive understanding of the
promoted items.
Promotional Offers:
Many 70's newspaper ads in Pakistan highlight special discounts, promotions, or
sales events to attract potential customers. Information about limited-time offers,
bundled deals, or introductory prices was often included to entice readers.
Contact Details:
Advertisers typically included contact information such as addresses, phone
numbers, and store locations in newspaper ads. This allowed interested consumers
to easily locate the businesses or make inquiries about the advertised products.
Brand Logos and Visuals:
Brand logos and visual representations of products were important components of
newspaper ads. These elements served to enhance brand recognition and create
visual associations with the promoted items.
Illustrations and Graphics:
Visual elements, including illustrations and graphics, were utilized to complement
the textual content of newspaper ads. Eye-catching visuals were employed to
capture readers’ attention and convey the essence of the advertised products.

i.e

Information Included: - Limited

product information. - Emphasis on
text-based content. - Basic details
about the product or service. - Contact
information (address, phone number).

Visuals: - Simple graphics or

illustrations. - Black and white format. -
Minimal use of imagery.

Language: - Formal and descriptive

language. - Focus on product features.
- Straightforward communication.
Q:

What kind of visuals are included?

Photographs:
Photographs were commonly used in 70's ads to showcase products, portray
individuals enjoying the promoted items, or capture scenic views. High-quality
photographs were employed to visually represent the advertised goods or services.
Brand Logos and Symbols:
Brand logos and symbols were prominently featured in ads to reinforce brand
recognition and create visual associations with the advertised products or
businesses. These visual identifiers aimed to leave a lasting impression on the
audience.
Typographic Elements:
Visual emphasis was placed on typography, with creative and stylized fonts used
to display key messages, slogans, or product names. Unique typographic
treatments added visual interest to the ads.
Product Demonstrations:
Some ads included visual demonstrations or depictions of product usage,
showcasing how the promoted items could be utilized in real-life scenarios. These
visuals aimed to illustrate the benefits and features of the products.
Cultural Imagery:
Advertisements often incorporated cultural imagery and symbols relevant to
the Pakistani context, reflecting local traditions, festivals, and lifestyles. These
visuals resonated with the audience's cultural identity.
Lifestyle Scenes:
Ads depicted lifestyle scenes, presenting individuals or families engaging with the
advertised products or services in everyday settings. These visuals aimed to
connect with the audience on a relatable level.
i.e

Brand Heritage and Quality Assurance:

Advertisements may have emphasized Dalda's heritage,
brand legacy, and quality assurance processes. Information
about the brand's tradition, production standards, and
commitment to excellence may have been showcased.
Visual Representations:
Visual elements such as photographs of the product
packaging, cooking demonstrations, or appetizing
dishes prepared using Dalda may have been used to
complement the textual information, offering
consumers a visual representation of the product.
Health Benefits:
Advertisements may have focused on the health benefits of using Dalda,
emphasizing its role in maintaining a balanced diet and promoting well-being.
Information about the oil's contribution to healthy eating habits may have been
highlighted.
Q:
What is the difference between modern advertisements and 70’s
advertisements?
Advertising has evolved significantly over the years, reflecting changes in society,
technology, and consumer behavior. This assignment delves into the differences between
old Pakistani newspaper advertisements and contemporary campaigns for popular brands
such as Coca-Cola, Dalda Oil, and Pakistan Airlines. By analyzing the information
included, visual elements, language usage, and overall presentation, we aim to understand
how advertising strategies have transformed over time.
While traditional marketing’s focal point is the company’s product or service, modern
marketing is more customer-oriented. Businesses that adopt a modern strategy always put
their consumers’ satisfaction above all else, so they’re able to address their audience’s
unique wants and needs.
As compared to 70’s advertising
Modern marketing uses a digital platform, it’s more customizable. It can also easily adapt
to change, so it has no problem keeping up with the latest marketing trends. Plus, it can
be accessed on any device, which means companies have a higher chance of reaching a
global audience. All of these factors help build customer loyalty and trust, as well as
worldwide brand recognition.

70’s advertising Modern advertising

 Advertisements in the 1970s  In the modern era, digital

primarily relied on traditional
media channels such as
newspapers, magazines,
billboards, and radio to reach the
audience. Television advertising
was also emerging but was not
as pervasive as it is today.
advertising has become
increasingly dominant, with a
significant shift towards online
platforms, social media, video
streaming services, and targeted
digital marketing. The
proliferation of digital channels
has revolutionized the way
advertisements are delivered and
consumed.

 Technology played a limited  With the rise of big data and

role in 70's ads, with minimal
use of digital tools, computer
graphics, or advanced
audiovisual effects.
digital analytics, modern
advertising allows for precise
targeting, personalized content,
and tailored messaging based on
consumer behaviors, preferences,
 and demographics, leading to
more relevant and effective
advertising.

 With the advent of social media

 Interaction with consumers was
primarily limited to traditional
feedback channels such as
letters, phone calls, and in-
person interactions.
and digital platforms, modern ads
encourage real-time interaction,
user-generated content,
influencer collaborations, and
immediate feedback from
consumers, fostering two-way
communication

Formatting:
The formatting of advertisements from the 1970s and modern ads differs
significantly, reflecting the evolution of design trends, technological
advancements, and consumer engagement strategies.
Ideas and Description:
The ideas and descriptions conveyed in advertisements from the 1970s and
modern ads differ significantly, reflecting changes in consumer behavior, cultural
shifts, and advancements in marketing strategies
Language:
Formal and descriptive language. - Focus on product features. - Straightforward
communication.
Visual:
The visual type and content of advertisements from the 1970s and modern ads
differ significantly, reflecting the evolution of design trends, technological
advancements, and consumer engagement strategies.