Why Print Ads Still Matter

In an age of digital overload, what’s the point of print advertising? When people think of advertising what comes to their mind? First is usually commercials, followed by the ads they get on their YouTube videos or social media apps. They rarely seem to think of print anymore. So why should anyone care? Well, I’m here to shine a light on print advertising and give them the respect they rightfully deserved. Let’s delve into the world of print advertising and why it still matters in 2022.

First, a little background. Print advertising has been around since the start of the industry, ranging from ancient times up until the modern era. Through posters, billboards, catalogs, magazines, and more, its history is vast and it would be a shame to let its artistry go to waste. The biggest growth came during the Industrial Revolution and the rise of mass marketing. The more memorable moments have been from the Golden Age of Advertising ranging from the 1950s to the 1970s. With many classic campaigns, like “Think Small” by Volkswagen and even the “We Can Do It” campaign for war efforts. 

However, in order to fully convey the impact of print ads, we also need to highlight the negatives that came from print. An example of this is the portrayal of gender and racial stereotypes which were exposed throughout this time period. A prime example is the ever-famous Marlboro ads promoting their cigarettes as the ‘manly’ choice.

Ingenuity within print advertising didn’t just end once TV came along, it has actually been consistently prevalent in even the most iconic campaigns. Don’t think so? What about Nike’s “Just Do It”, or Absolute’s “Absolute Vodka”, campaign? These are two examples of creativity that was formed through print and reinforced in other mediums as well. 

There is beauty in the simplicity of print advertising, ranging from its craft. Despite its many limitations regarding space, time, and lack of narration, print ads have the ability to story tell like no other. Throughout each century, creatives have been able to play with those same limitations, invoking emotions that would otherwise be lost if not for print. By continuing to nurture print as a substantial form of advertising, we will continue to inspire innovation and creativity and fill the world with art that happens to also sell a product. 

Aria Bitan