Written by: Camryn Cassell, Arushi Kher, Daniel Yudanov, and Sasha Vaysman

1970's Advertising:

by Camryn Cassell

The 1970's began in the midst of a minor recession. Ad billings were flat in the first year of the decade, then took off slowly, growing in progressively larger increments after 1976, the year J. Walter Thompson Co. became the first agency in history to break the $1 billion mark in worldwide volume. By 1979, total U.S. billings had nearly tripled over those for the beginning of the decade, reaching $27.9 billion.

The 1970's presented U.S. marketers with some real challenges. In electronics, especially radios, TVs and videocassettes—the Japanese practically swept U.S. manufacturers from the marketplace. The gasoline shortages that started in fall 1973 had an enormous impact on all segments of the economy.

In spite of an economy slowed by economic pressures and political unrest, by the middle of the decade billings at the top agencies and total ad expenditures increased faster than the gross national product, inflation or any other economic indicator.

The American Association of Advertising Agencies estimated that during the 1970s, an average American consumer was exposed to 1,600 ads per day, although fewer than 80 ads were consciously noticed, and only 12 provoked some type of reaction. Advertising was an integral part of American culture.

By the beginning of the 1970's, TV viewing had emerged as a core experience of American culture. The growing trend toward the use of TV as a preferred ad medium continued throughout the decade. In 1976, with more than 69 million U.S. homes owning at least one TV set and viewing-per-home topping six hours per day, advertiser spending reached nearly $5.9 billion.

Marketers in the 1970's looked for accountability and efficiency in their ad agencies, and campaigns used "positioning" as a more scientific technique for placing ads in the minds of consumers.

Throughout the ad industry, the use of computer technology grew, reflecting a rediscovery of and growing emphasis on "empirical advertising"—research and fact-based marketing—during the decade. This practice was a reaction to the "creative revolution" of the 1960s and indicated a marked shift to a preference for discipline and accountability.

Another TV show is called Happy Days. Happy Days, is another American sitcom that first aired in January 15, 1974 on ABC. The episodes were usually around half an hour long. The show was created by Garry Marshall and was one of the highest rated shows of the 1970’s. Many people like the theme song of the show. This TV series is mostly about a teenager Richie Cunningham and his family, Howard his father, Marion his mother, his younger sister Joanie and his older brother Chuck. They live in Milwaukee, Wisconsin. The earlier episodes are about Richie and his friends, Ralph and Potsie. When the series progressed Fonzie a secondary character started to become more liked by viewers. After a while Richie left the show for military services and Fonzie became the main character. The show had 255 total episodes and 11 total seasons. The show stopped being aired on September 24, 1984.

The Mary Tyler Moore show simply known by the main character, Mary Tyler Moore. This show first aired on 1970 on CBS. The program featured the first American, never-married, independent career women as its main character. In the show, Mary Richards is a single women that moves to Minneapolis at age 30, and is also offered the position of associate producer on Six O'clock news. She later becomes the producer of the show. After a while, in the third season, the show discussed issues such as equal pay for women, and homosexuality. When Moore first joined the show she was afraid and unwilling because she thought that she would have to compete with Laura Petrie, who also aired on CBS. The show stopped airing in 1977. In 2007 The Mary Tyler Moore show was put into “17 shows that changed TV” by Time Magazine.

M*A*S*H is an TV series developed by Larry Gelbart, and has taken inspiration from the film MASH. Unlike other TV shows which are usually sitcoms this one is a comedy-drama. The TV show first aired on.September 17. 1972, this show struggled at its first season and had a huge risk on being cancelled. But during season two it was a huge it, the show became one of the top 10 programs of the year. This series was happening in a three year military conflict, and had 256 episodes and 11 seasons. The show ended on February 28, 1983 and its last episode was called “Goodbye, Farewell and Amen” this episode became one of the most watched episodes in US history. According to New York Times it had a record breaking 125 million viewers.

All In The Family is a sitcom that was first aired in January 1971, it was produced by Bud Yorkin and Norman Lear. Starring, Jean Stapleton, Sally Struthers, Carroll O'Connor and Rob Reiner. This show revolves around a bigot and his family. The show was considered unsuitable for U.S network television comedy because it talked about, rape, religion, homosexuality, racism, abortion, miscarriage, and much more. The show was often called, the greatest television series of all time. The show was ranked #1 in the Nielsen ratings from 1971, 1976, the show one many rewards. The show is about a family living in Queens, New York. A bigot called Archie Bunker who is prejudiced against everyone who is not like him, or who disagrees with his ideas. His wife Edith who is not bright and understanding. Their 1 child Gloria and her husband Michael. The show talks about many problems but often Archie is always the opposite of what Gloria thinks.

1970's Film:

by Arushi Kher

“Do. Or do not. There is no try,” said someone wise. Yoda, an iconic figure since the 1970's when the film, Star Wars, made its appearance. This movie is memorable, and was an especially big hit during the Vietnam War. People just wanted to escape the tragedies that followed them around, and this fantasy/ sci-fi movie was the answer. It distracted them from the reality of their lives and was a family fun, action film.

The Exorcist is supposedly one of the best horror movies of all time. It premiered in 1973, and was a book-turned-movie. Some may say that it is the scariest movie of all time, many times in theatres, people would faint, throw up, or just leave because they couldn’t handle it. Not only were some scenes gruesome, but one review claims that many fainted “after seeing Dick Smith’s grisly makeup effects on Blair.” Speaking of gruesome and detailed makeup, Dawn of the Dead’s makeup artist, Tom Savini, makes the cut. He was a combat photographer in the Vietnam War, and having seen, first hand, the horrors of war, “he later gained fame, stimulating it on screen.” This 1978 film was incredibly relatable to all veterans and many others who have seen the frightful images of war.

When in a time of sadness, fear, and war, what better than to watch Grease, a musical about love? Almost like an older, more dance-y, High School Musical (except better!) It was enjoyed by many and was probably a relief after watching The Exorcist. As one article says, “When Grease was released in theaters in 1978, the film was met with great success, both critically and at the box-office. Based on an equally successful Broadway play by the same name, Grease went on to influence not just musicals and teen movies, but also youth culture itself by bringing the style and energy of the 1950's back to the attention of mainstream audiences.” Another classic film that was loved by many, and is still very popular now, is Saturday Night Fever. The main character, Tony, dances to escape “the reality of his bleak life” and this relates to those who watched this film to rid themselves of the morbid thoughts of war. Many, even those in movies, were trying to escape reality.

In conclusion, many movies in the 1970’s were very impacting to culture and our everyday lives. They also helped those living during the time of the Vietnam War cope with the tragedies that they had to face. These films were one of a kind and many were distracted by their enticing story lines and exciting genres and scenes. All the movies that I have written about through my essay are very unforgettable.

1970's News & Politics:

by Arushi Kher

In some ways, the 1970's were just like a continuation of the 1960's. For example, women, gays and lesbians, African Americans, Native Americans, and other marginalized people continued to fight for their rights and equality. Many also joined the protests against the ongoing Vietnam war. There were very many economic struggles during the 1970's, a President Richard Nixon's behavior "undermined many people's faith in the good intentions of the federal government."

As the 1970's continued, there was a movement forming called the "New Right," and it "celebrated the free market and lamented the decline of "traditional" social values and roles." New Right conservatives resisted against anything that they perceived as government meddling. For example, they fought against high taxes, environmental regulations, highway speed limits, national park policies, and school desegregation plans. But liberalism continued on into the 70's as well, and liberals fought against what the New Right conservatives believed in.

In 1972, after years of protesting from feminists, Congress approved the Equal Rights Amendment to the Constitution, which says: "Equality of rights under the law shall not be denied or abridged by the United States or by any state on account of sex.” 22 of the important 38 states ratified it right away, and the other states were not far behind, but many conservatives were alarmed so they "mobilized against the Amendment and managed to defeat it." Such disappointment encouraged many feminists to turn away from politics. However, they still kept others aware by having organizations of their own, art galleries and bookstores, consciousness-raising groups, daycare and women’s health collectives, rape crisis centers and abortion clinics.

As president Nixon continued in office, he became increasingly paranoid and defensive. Even though he won by a landslide in the 1972 reelection, he approved tearing down anyone who opposed him or challenged his authority. As stated in an article, "In June 1972, police found five burglars from Nixon’s own Committee to Re-Elect the President in the office of the Democratic National Committee, located in the Watergate office building. Soon, they found that Nixon himself was involved in the crime: He had demanded that the Federal Bureau of Investigation stop investigating the break-in and told his aides to cover up the scandal." This was called the Watergate Scandal. In April of 1974, a Congressional committee approved 3 articles of impeachment: obstruction of justice, misuse of federal agencies and defying the authority of Congress. But before Congress could impeach him, Nixon announced that he would resign.

1970's Music:

by Sasha Vaysman

The 1970s included many different types of music. Bands continued, from the 60s, to express themselves about the terrible things happening in society. Some of these bands included Isley Brothers, The Wailers, and The Sex Pilots. Lone artists did the same. These included people like Marvin Gaye, and John Lennon. The main focus in music was to try and get a point across to the public. Most of the time, they tried to express what they felt about the political issues, racism, and lack of respect for religions.

One band that wasn’t afraid to show how they felt about racism and politics was the Isley Brothers. The Isley Brothers didn’t make many songs connected to politics but when they did, they were great. One of their most liked songs is “Fight the Power.” This song expresses the idea that some people don’t have their voices heard, and what they say doesn’t matter. For example, they state in the first stanza that people are being criticized for something that shouldn't be much of a big deal. “I can't play my music.They say my music's too loud.” Meaning, people were judged for no reason because of the color of their skin. People were even criticized on the volume of their music. In addition, the Isley Brothers incorporated a lot of thought into their song “Fight the Power,” because they were victims to what they were singing about, and if anyone else was going through it, that they have to stand up to it. This was stated in the the second stanza. “Time is truly wastin' There's no guarantee Smile's in the makin' You gotta fight the powers that be.” Meaning, they are encouraging people to stand up for themselves.

In addition,The Sex Pistols were a band that wasn’t very great. They only lasted about two and a half years before people couldn't take them anymore. For example, one of their most famous songs, “God Save the Queen,” was how everything os corrupt, and that the Queen of England is terrible. “God save the queen. She's not a human being and There's no future.”Meaning, the band wasn’t a big fan about how the Queen was running things. Plus, The Sex Pistols had set it upon themselves that England has no future and that no one has a future. In a way, they were expressing themselves and telling people what they thought was wrong. For example, that England has no future. This was stated in the same song, God Save the Queen.” “There is no future and England's dreaming no future, no future no future for you no future, no future no future for me no future, no future no future for you no future , no future for you.” Obviously, they weren’t happy with how things were going and wanted people to agree with them.

A solo artist named Marvin Gaye also wanted to express himself. One of his most famous songs, “What’s Going On”, discusses how people are treated unfairly. For example, in the song, he describes how people are push around. “Mother, mother, everybody thinks we're wrong Oh, but who are they to judge us Simply because our hair is long Oh, you know we've got to find a way To bring some understanding here today.” Meaning, people were judged on things they shouldn’t have been judged on. In addition, Marvin Gaye included his thoughts on how they could possibly “fix” their issues. He focuses on how people treat other based on stereotypes and what others tell them. “Father, father we don't need to escalate you see, war is not the answer.” This delineates that Marvin Gaye worked hard to affect a change in the society.

Lastly, there was a political artist named John Lennon. John Lennon was a part of the famous band, The Beatles. John Lennon was known for his political views and statements. In one of his own songs, “Remember,” he talks about a treason that was signed, and how he doesn’t agree with it. For example, he states that the decision is making him furious. “And the whole world is driving you mad.” Meaning, John Lennon wanted to show the world what he felt about something and that they should agree with him. Also, in that song he tells people that it’s not their fault, and only some should be ashamed of themselves. For example, he states for people not to worry. “Don't feel sorry 'bout the way it's gone. Don't you worry.” Meaning, John Lennon doesn’t want people to be worried, but to be aware.

In conclusion, the 1970's included different types of music which included political issues, racism, and lack being upset about of respect for religions. Bands continued, from the 60's, to express themselves about Their current events in society. Some of these bands included Isley Brothers, The Wailers, and The Sex Pilots. Lone artists did the same. These included people like Marvin Gaye, and John Lennon. The main focus in music was to try and get a point across to the public.