One of the first helsa ads uses calligraphy.helsa ad from the 1940s (left) and 1960s (right).In the 80s helsa used colourful and eye-catching ads.The 1990s brought zero-energy air-conditioning for the seat and the revolutionary of the "invisible revolution”.In the 2010s helsa presents itself as an international brand with highly specialized know-how.
08.02.2018 helsainside

70 years of helsa advertising

A brief history of advertising

Let us share with you a brief history of helsa advertising over the past 70 years. We dug out some “gems” for you from our helsa archives. 

Advertising is a reflection of history, fashion and taste. This is no different at helsa.

The style and lettering, even complete product lines have changed. From “nostalgic” to “clean”, from “revolutionary woman” to “congenial lady” who invites you to take a breath. However, one thing has remained the same through the decades: Making visible the hidden features of our helsa products is the focus of our message – then and now. 

Take a stroll with us through the development of advertising in Germany, which in principle is also a history of media: 

The 1940s to 1960s

The economic recovery is also a new boom for advertising, albeit not a particularly creative one. Nearly every ad shows stereotypes and clichés. From today’s perspective, many of these ads seem naive and prude.

Advertising begins to skilfully play with people’s dreams and aspirations. Products are placed in imaginary worlds that appear to be acquired with the purchase. We still see this psychologically sophisticated form of advertising today: We buy more than just a product; in many cases we also buy a lifestyle. 

The distribution media of this time are newspapers, magazines, billboards and the first TV ads – the first one, by the way, was for Persil in 1956.

The 1970s to 1980s

TV sets were now found in nearly every home and the number of programmes continued to grow. This changed a lot: In addition to print and radio, ads – like the ones we are familiar with today – made their way to network television, reaching millions of viewers daily and taking on a totally new dimension. Completely new branches of advertising emerged. 

Stylistically speaking, the ads were colourful, eye-catching and loud — exactly in the spirit of the 80s. helsa was no exception. 

The 1990s to 2000s

The “Internet” is the buzzword of this period: Billions of euros are invested in website or search engine advertising. Print media ads continue to coexist with online advertising for the time being, but start to lose significant market share in the years that follow. 

Advertising on online platforms has enormous potential, but works according to an entirely new set of rules and must therefore reinvent itself. One side effect of the growing flood of advertising is that stricter regulations are put in place to regulate it. 

2010s to today

Advertising becomes an art form. 

Much greater priority is given to the aesthetics of imagery and typography to create an appealing composition. Reduction and innovative visual language are key criteria in premium advertising.  

Now advertising is allowed to do many things: It can be humorous or sad, shocking or creative, innovative or matter-of-fact; it is original and sets trends.

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