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A '''blipvert''' is a very brief [[television advertisement]], lasting one second.<ref>{{cite book|title=Principles of Integrated Marketing Communications|last=Ang|first=Lawrence|publisher=[[Cambridge University Press]]|year=2014|isbn=9781107664081|page=120|url=https://books.google.com/books?id=EOZRAgAAQBAJ&pg=PA120}}</ref> The word is a [[portmanteau]] of ''blip'', a brief sound, and ''[[advertisement]]''.<ref>{{cite news|url=http://articles.philly.com/1987-03-31/news/26223510_1_max-headroom-edison-carter-tv-sets|title=Mind-blowing Tv-industry Satire "Max Headroom" Imagines A Future Where Tv Sets Are Always On|last=Winfrey|first=Les|work=[[The Philadelphia Inquirer]]|date=1987-03-31|accessdate=2016-07-07}}</ref>
A '''blipvert''' is a very brief [[television advertisement]], lasting one second.<ref>{{cite book|title=Principles of Integrated Marketing Communications|last=Ang|first=Lawrence|publisher=[[Cambridge University Press]]|year=2014|isbn=9781107664081|page=120|url=https://books.google.com/books?id=EOZRAgAAQBAJ&pg=PA120}}</ref> The word is a [[portmanteau]] of ''blip'', a brief sound, and ''[[advertisement]]''.<ref>{{cite news|url=http://articles.philly.com/1987-03-31/news/26223510_1_max-headroom-edison-carter-tv-sets|title=Mind-blowing Tv-industry Satire "Max Headroom" Imagines A Future Where Tv Sets Are Always On|last=Winfrey|first=Les|work=[[The Philadelphia Inquirer]]|date=1987-03-31|accessdate=2016-07-07}}</ref>


The term and concept were used in the 1985 film ''[[Max Headroom: 20 Minutes into the Future]]'' and in ''[[Blipverts (Max Headroom)|Blipverts]]'', the first episode of the 1987 [[science fiction]] television show ''[[Max Headroom (TV series)|Max Headroom]]''. In the film and TV show, "blipverts" were new high-speed, concentrated, high-intensity [[television commercial]]s lasting only fractions of a second, allowing the viewer to experience large numbers of them in a very short time. Their purpose was to prevent the channel-switching that may occur during standard-length commercials.<ref>{{cite book|title=Video Icons & Values|chapter=Selling Out 'Max Headroom'|last=Abbott|first=Rebecca|editor1-last=Olson|editor1-first=Alan M.|editor2-last=Parr|editor2-first=Christopher|editor3-last=Parr|editor3-first=Deborah|publisher=[[State University of New York Press]]|year=1991|isbn=9780791404119|page=[https://archive.org/details/videoiconsvalues0000unse/page/111 111]|chapter-url=https://books.google.com/books?id=aCu2a-wfYVkC&pg=PA111|url=https://archive.org/details/videoiconsvalues0000unse/page/111}}</ref> They were invented as a [[MacGuffin]] to drive the plot.<ref>{{cite news|url=http://articles.latimes.com/1987-05-05/entertainment/ca-3970_1_max-headroom-character/3|title=The Mixed-up World Of Max Headroom Creators|last=Atkinson|first=Terry|work=[[Los Angeles Times]]|date=1987-05-05|accessdate=2016-07-07}}</ref>
The term and concept were used in the 1985 film ''[[Max Headroom: 20 Minutes into the Future]]'' and in ''[[Blipverts (Max Headroom)|Blipverts]]'', the first episode of the 1987 [[science fiction]] television show ''[[Max Headroom (TV series)|Max Headroom]]''. In the film and TV show, "blipverts" were new high-speed, concentrated, high-intensity [[television commercial]]s lasting about three seconds. Their purpose was to prevent the channel-switching that may occur during standard-length commercials.<ref>{{cite book|title=Video Icons & Values|chapter=Selling Out 'Max Headroom'|last=Abbott|first=Rebecca|editor1-last=Olson|editor1-first=Alan M.|editor2-last=Parr|editor2-first=Christopher|editor3-last=Parr|editor3-first=Deborah|publisher=[[State University of New York Press]]|year=1991|isbn=9780791404119|page=[https://archive.org/details/videoiconsvalues0000unse/page/111 111]|chapter-url=https://books.google.com/books?id=aCu2a-wfYVkC&pg=PA111|url=https://archive.org/details/videoiconsvalues0000unse/page/111}}</ref> They were invented as a [[MacGuffin]] to drive the plot.<ref>{{cite news|url=http://articles.latimes.com/1987-05-05/entertainment/ca-3970_1_max-headroom-character/3|title=The Mixed-up World Of Max Headroom Creators|last=Atkinson|first=Terry|work=[[Los Angeles Times]]|date=1987-05-05|accessdate=2016-07-07}}</ref>


== Real-life examples of compressed advertising ==
== Real-life examples of compressed advertising ==

Revision as of 23:43, 26 June 2024

A blipvert is a very brief television advertisement, lasting one second.[1] The word is a portmanteau of blip, a brief sound, and advertisement.[2]

The term and concept were used in the 1985 film Max Headroom: 20 Minutes into the Future and in Blipverts, the first episode of the 1987 science fiction television show Max Headroom. In the film and TV show, "blipverts" were new high-speed, concentrated, high-intensity television commercials lasting about three seconds. Their purpose was to prevent the channel-switching that may occur during standard-length commercials.[3] They were invented as a MacGuffin to drive the plot.[4]

Real-life examples of compressed advertising

Real life advertisements have been cited as benefiting from a "blipvert effect", in which viewers recall the advertisements better.[5]

Master Lock, which had already made the image of a padlock shot by a sharpshooter into a lasting advertising image with their ad in the Super Bowl in 1974, incorporated that video image, along with its logo, in a one-second-long television commercial in 1998.[6] Advertising Age, in describing why the concept did not catch on, said that is "difficult to do much with a one-second ad".[7]

In 2002, MuchMusic introduced promos that consisted of one of twelve images of a VJ posing in front of the network's logo, lasting for only 1/60th of a second each. The "quickies" were recognized with a Guinness World Record for the world's shortest television commercial.[8]

In May 2006, GE introduced "One Second Theater", television commercials with additional material included as individual frames in the last second of the ad, for frame-by-frame viewing with digital video recorders. When viewed at normal speed, the frames flash by rapidly, much like blipverts.[5]

Miller Brewing Company aired a one-second ad during the Super Bowl XLIII football game in February 2009. The ad featured Windell Middlebrooks, who had been featured in Miller High Life ads since 2006, standing in a warehouse filled with High Life boxes and quickly shouting "High Life!"[9]

References

  1. ^ Ang, Lawrence (2014). Principles of Integrated Marketing Communications. Cambridge University Press. p. 120. ISBN 9781107664081.
  2. ^ Winfrey, Les (1987-03-31). "Mind-blowing Tv-industry Satire "Max Headroom" Imagines A Future Where Tv Sets Are Always On". The Philadelphia Inquirer. Retrieved 2016-07-07.
  3. ^ Abbott, Rebecca (1991). "Selling Out 'Max Headroom'". In Olson, Alan M.; Parr, Christopher; Parr, Deborah (eds.). Video Icons & Values. State University of New York Press. p. 111. ISBN 9780791404119.
  4. ^ Atkinson, Terry (1987-05-05). "The Mixed-up World Of Max Headroom Creators". Los Angeles Times. Retrieved 2016-07-07.
  5. ^ a b Cecil, John (2012). Online Video Revolution: How to Reinvent and Market Your Business Using Video. Palgrave Macmillan. p. 30. ISBN 9781137511249.[permanent dead link‍]
  6. ^ Time, "Blink Of An Ad" Time.com Retrieved on 04-24-07
  7. ^ Steinberg, Brian (2011-04-18). "12 Minutes, 10 Ideas That Tried to Change TV Ad Time Forever". Advertising Age. Retrieved 2016-07-07.
  8. ^ "Now You See It". Adweek. Archived from the original on February 11, 2017. Retrieved February 10, 2017.
  9. ^ Mavity, Ryan. Cape Gazette. "Middlebrooks delivers the High Life to Coastal Delaware[permanent dead link‍]. Aug. 27, 2009.
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