Телевизионната реклама в България през 80-те години на ХХ век
TV Advertising in Bulgaria in the 1980s

Summary/Abstract: The history of advertising can be traced back through the ages. Advertising is constantly developing, taking various forms, and following different trends. Nowadays, it is often viewed as an art. Marshall McLuhan even defines advertising as ‘the greatest art form of the twentieth century’. Despite the different media and channels providing ads these days, such as commercials, prints, radio, outdoor, transport or online advertising, etc., most of the people associate advertising mainly with commercials, although they are a relatively new form against the backdrop of the entire history of advertising. The first TV ad was launched in 1947 in the US to emerge in Europe in 1955 and rapidly developing ever since. In Bulgaria, things happened more slowly. The first commercial broadcast here did not take place until 1965. The situation in Bulgaria was specific before 1989. A great deal of the benefits of the modern democratic world was unknown here; choice was not a real privilege, even in the market field. Competition was limited to different brands of the same, or at its best, of two companies. Still, advertisements existed. The article deals with the 1980s commercials in Bulgaria. The main line of research is the kind of ads that have prevailed at the time and what they have looked like. The paper seeks to find out whether the lack of real competition in Bulgaria prior to 1989 has somehow affected the creativity of the advertisers of the age.

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