The Production of Advertising
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The Production of Advertising book
This chapter considers the industry itself and its relationship to the media and to marketing, ending with a detailed case study of a campaign. Trinidad was probably in the vanguard of Caribbean advertising, inasmuch as Port of Spain was one of the most cosmopolitan centres in the nineteenth century, and the oil revenue that started to flow from the 1920s on ensured a higher standard of living than that in most of the other islands. In general, advertising was more orientated towards British concerns and models until the 1960s when the growth of American international agencies was reflected in the relative loss of independence of several of the local firms. The local agencies gradually built up their talent and creative sections with reference first to graphics, then to voice-orientated material for radio, and finally to the visual material required for television advertising.