Films That Sell by Patrick Vonderau;Bo Florin;Nico De Klerk;

Author:Patrick Vonderau;Bo Florin;Nico De Klerk;
Language: eng
Format: epub
Publisher: Bloomsbury UK
Published: 2016-03-15T00:00:00+00:00

‘And This is Over’: fruit juices poster (1958)

Fruit Juices (Ludvík Hájek, 1959)

The position of film was significantly influenced by the national long-term availability of the advertised goods. The less predictable the situation on the market for a particular commodity, the lower the willingness of the contracting authorities to purchase an advertising film, despite the fact that its prospective effect was undisputed. Film – ‘the advertisement for hundreds of thousands’ – and its effects were, in fact, potentially uncontrollable; it might attract attention and provoke demand to soar too high and cause shortages. Moreover, the multipurpose character of films on goods whose consumption was difficult to predict was initially strongly supported by the organisational integration of Advertising within Short Film.

The internal synergic combination of several promotions was always backed by a grand educational concept. A good example is provided by nutritional campaigns, in which foods were treated as an element of the food industry as well as scientific concepts of healthy nutrition. The organisers of these types of campaigns were generally the Central Institute of Health Education, the Ministry of Food Industry and the Food Trade Association. Among the priorities of health promotion in the late 1950s and early 60s were, above all, the campaigns Fighting against Alcoholism, Promotion of Milk and Promotion of Fruit Juices and Syrups.37 These campaigns could be (and were) interconnected. Juices, for instance, were highlighted as non-alcoholic drinks suitable as substitutes for beer, wine and other alcohol drinks. The connection to a vast number of other smaller campaigns, as well as the close relation to the economic interests of several ministries, enlarged the campaign’s scope and enhanced its impact significantly. In many respects, therefore, this campaign can be seen as one of the key instruments of the promotional and educational priorities of the state in Czechoslovakia in the late 1950s and early 60s, and an example of the workings of promotion at that time.

A key imperative for each element of a ‘joint action’ was ‘to hit at least one-third of families in the nation’.38 This determined the distribution of assignments to each media resource involved in the campaign. One of the most expensive campaigns of the late 1950s was a campaign focused on promoting shortening. For CSK 500,000, a three-minute film, two short one-minute spots and a slide series were produced as a series of audiovisual tools that travelled cinemas for six weeks. Radio promotion was carried out indirectly through two debates on the show discussions for Women, three types of posters were printed and extensive (although, reportedly, not tightly controlled) advertising was ordered in the local press. As a result, consumption of shortening increased by 1,000 tons per six-month period compared to the corresponding period a year before.39

An interplay of multiple media tools also characterised the above-mentioned ‘joint action’ for Fruit Juices and Syrups, implemented by the Ministry of Food Industry in cooperation with the state enterprise Sodovkárny (Soft Drinks). Print authorities provided several series of posters, banners and placards purposefully placed in indoor and

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