VINCENNES, Ind. - Over the decades, American commercials have reflected the values, marketing trends, and even humor of the American culture. Although commercials have been a staple of marketing for generations in America, China debuted its first commercial in 1979.

A “Countdown to Chinese New Year with a Countdown of Classic American Television Commercials” will offer a Top Ten review of television advertising. Presenter Dr. Jim Tanoos, clinical associate professor, Purdue Polytechnic Vincennes, will offer background and a screening of the commercials, along with a comparison of commercials shown in the U.S., Europe, and China.

The public is invited to the free event which will take place February 4, 12:15 p.m. (EST), at Vincennes University’s Updike Hall, Room 213, 1251 N. Chestnut Street. A complimentary lunch is also available for those who register by February 1 by emailing jtanoos@purdue.edu or zji@vinu.edu. Lunch will feature classic American food (hot dogs and a soft drink) and a classic Chinese dish.

The review is presented in conjunction with VU’s Office of International Affairs.

ABOUT THE EVENT

The impact of American television commercials was greatest during the golden era of American advertising in the early 1980s, when most Americans had only three channels on their television sets. During this era, mainstream advertisements were the norm because the viewing audience was not yet fragmented into niche cable channels, and most viewers couldn’t yet record their favorite shows or fast-forward through commercials like today’s audience, who can choose television options like Hulu and pay more for premium packages that don’t include commercials.

Commercials in both countries have characteristics unique to each culture. For instance, American television commercials generally show the brand name earlier and for a shorter duration than typical Asian television commercials because American attention spans are shorter and Asian commercials like to develop trust in the early part of the commercials. The review will show how these values are highlighted in commercials that have become classics over time and how they differ from commercials that reflect consumer tastes in Europe and China.

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