The basic function of any marketing communication is to attract the attention of the target market/audience using its Unique Selling Proposition (USP) and Emotional Selling Proposition (ESP). This article analyzes how the advertisements of the 1980s were fundamentally and entertainingly different from the ads that are being made today.

In the 1980s, TV programs were hugely popular and the advertisements were shown in between the programs/shows. But today, the prime time on the television is occupied by advertisements rather than by the programs. Viewers are bombarded with so many advertisements today, some of which are convincing, many of which are not. One of the simplest definitions of advertising is that it is a process of telling and selling. But the process of creating an advertisement involves many interesting issues which would persuade the audience to buy the brands. This article points out those issues/elements which were found in the advertisements created in the 1980s and that which are missing in today's advertisements.

Gone are the good old days when jingles played a very vital role in the audio visual media of advertisements. Who can forget the popular "The Zing Thing - Gold Spot!" jingle of the 1980s. It still makes me feel crazy.

What has happened to those 1980s attention-grabbing jingles that gave an extra uplift to the brands? How can one forget the first ever orange soda brand `Gold Spot'? This orange carbonated soft drink was introduced in the early 1950s. Gold Spot was launched by Bisleri International. The name came from a sweet called `Gold Star Peppermint'. Gold Spot was a popular orange-flavored soft drink in India until 1993. The brand was owned by Parle. The target audience of this product was the youth who seemed to have got stuck with "the zing thing" punch line. The product was aimed at a generation that was fashionable and `cool' and was discovering new crazes. Coca-Cola when it re-entered the Indian market in 1993 launched its own version of the orange soda. But how many of you can forget the Gold Spot.

Advertising Express Magazine, Good Old Ads, Unique Selling Proposition, Emotional Selling Proposition, Indian Market, Gold Spot, Infotainment Ads, Gold Spot, Customer Loyalty, Emotional Bondage, Learning Theory, Audiovisual Media.