In the 20th century, TV ads changed the game, not just for how businesses sold their products – but also how they told their stories. TV advertising made it easier for businesses to tell their stories and get their message across, and it changed the game for the way narratives were structured and the way stories were consumed.
The introduction and evolution of television advertising was a pinnacle moment in the 20th century, particularly when it comes to telling a story. If you’ve been wondering just how much impact TV ads have, this is the article for you.
In this piece, we will explore how TV advertising changed the game and reframed storytelling for good.
The Move From Print To Motion
Before there were TV ads, there were print ads. And whilst it might seem like a concept foreign to us in 2025, the media used to rely solely on text, slogans and audio. And what do all those things have in common? They largely lack the visual storytelling aspect we’ve become so accustomed to in the digital age.
When TVs became popular, it allowed marketers to combine images, motion, sound and slogans to create mini stories within a single advertisement. Whether it was showing a product being used, telling the story of the brand or demonstrating how a particular product could change your life for the better, the possibilities of storytelling in advertisements increased tenfold.
By the late 1950s, advertisers were using narrative-driven commercials more often than ever before. Whilst it used to be a case of showcasing a product in print and listing the benefits, you are now able to see it in action and better imagine yourself using it.
Rather than TV ads being an unwelcome interruption, they became a part of the viewers’ worlds. Slogans and jingles were remembered more clearly, and brands were able to showcase their products in a way that radio and print never allowed.
TV Advertising Meant Mass Reach
Television advertising had a huge impact on the number of individuals marketers can reach. Their marketing efforts were no longer confined to local newspapers and local radio stations, instead, they were able to showcase their products nationally and get people from all corners chatting about their products.
Storytelling was a key factor in making mass reach most effective, TV ads quickly became iconic in collective memory, and they became talking points for years to come. But what made an ad iconic and memorable? It was almost always the story. Whether it was showcasing domestic life, days at school or turning mundane chores into something far more fun, storytelling was the glue that stuck TV ads into the minds of viewers.
So What About These Days?
It’s no secret that television has matured and changed a lot from the late 20th century to now, and the storytelling techniques have changed alongside it. Suddenly, ads have higher production values – think celebrity cameos or popular music, and the story typically spills across different media.
Suddenly, stories that were exclusively for TV advertisements are popping up on social media or in print ads, and familiar faces and characters that were born on TV advertisements have become synonymous with some of the biggest brands.
The techniques that worked best in advertising have become standard in storytelling everywhere. Think quick cuts, emotional hooks, visual metaphors – all standard practice in visual storytelling in 2025, thanks to the TV advertising of the 20th century.
But What Does This Mean For Production Companies Today?
For modern video producers, marketers and storytellers, the legacy of TV advertisements across the 20th century can still be seen. Whether it’s through quick hooks for viewers’ short attention spans, the kind of language that resonates best or the knowledge that stories don’t have to be long and drawn-out to be powerful, TV ads have shaped modern storytelling as we know it.
If you’re looking to tell your brand’s story through visuals, working with an experienced video production company London could be just the thing! Production companies know the impact TV advertising has (and still has) on storytelling, and they’re able to use everything they’ve learnt across the years to provide you with the best storytelling videos out there!
