A remarkable discovery of vintage TV adverts for classic British comics has surfaced in Dundee. Over ninety films, including some for well-loved titles like the Dandy, Bunty, and Jackie, have been digitised and shared online.
These adverts, dating back to the 1950s and 60s, offer a nostalgic glimpse into the early days of commercial television and the social history of the time. They can be accessed through the Moving Image Archive thanks to a partnership between DC Thomson and the National Library of Scotland.
Discovery of the Adverts
In a serendipitous find, nearly one hundred TV adverts for various British comics were unearthed in the basement of a building owned by publisher DC Thomson. These films, preserved in their original canisters since the 1950s and 60s, were intended to attract regular readers through enticing promotions.
The discovery was made by Barry Sullivan, a DC Thomson archivist, who was amazed by the condition and quantity of the adverts. He noted that some canisters were rusted shut, necessitating expert handling to preserve their delicate contents.
Restoration and Digitisation
Recognising the historical value of these films, DC Thomson collaborated with the National Library of Scotland (NLS) to restore and digitise the collection. The films can now be viewed online, making them accessible to a wide audience for the first time in decades.
Kay Foubister, the acquisition curator at the NLS Moving Image Archive, highlighted the significance of the find. She noted that it is rare to acquire a complete set of adverts from the early days of commercial television, reflecting the importance of these materials in understanding both television advertising and social history.
Impact of the Adverts
The adverts reveal much about the marketing strategies of the time, particularly the use of free gifts to encourage regular purchases. These gifts were tailored to different audiences, varying from Elvis-themed rings for young girls to paper toys like the Thunderbang for boys.
For instance, the Dandy comic’s adverts featured actors playing out various scenes, providing insight into the cultural norms and interests of the era. This marketing approach underlined the significance of visual appeal and storytelling in capturing the audience’s attention.
Women’s magazines like Bunty and Jackie also leveraged such strategies, incorporating fashion and pop culture elements to attract young female readers. These adverts not only promoted the magazines but also mirrored the evolving trends and societal changes of the time.
Notable Adverts and Their Features
One of the most notable adverts discovered was for Jackie magazine, which launched during the height of Beatlemania. This advert, featuring pop music and vibrant imagery, was part of a high-profile campaign to captivate young teens.
Another striking example is the Dandy advert, which showcased a cast of characters including teachers, policemen, and enthusiastic children. This advert, along with others, demonstrated the playful and engaging nature of children’s comics at the time.
Historical Context and Social Impact
These adverts provide a valuable record of social history, reflecting the interests and values of mid-20th century Britain. They offer insights into the early days of commercial television and the innovative approaches used to engage audiences.
Barry Sullivan expressed fascination at seeing these films for the first time in decades, emphasising the importance of preserving such historical artefacts. The collection serves as a reminder of the cultural and societal shifts that have taken place over the years.
Kay Foubister shared personal anecdotes, recounting how various family members read different DC Thomson publications. This personal connection underscores the widespread influence of these comics and their adverts across generations.
Legacy and Accessibility
The digitisation of these adverts ensures their preservation and accessibility for future generations. They can be viewed online via the NLS Moving Image Archive, allowing a broader audience to appreciate the historical significance of these materials.
This initiative not only preserves the adverts but also makes them a resource for researchers, historians, and enthusiasts of vintage media. The collection represents a significant addition to the archival records, providing insights into both advertising history and popular culture.
Conclusion of the Era
The era of purchasing favourite comics from newsagents on specific days has long passed, with many of the publications ending their runs years ago. However, the digitised adverts offer a lasting legacy, preserving the memory of these beloved titles.
The final editions of comics like Jackie, which ceased publication in 1993, live on through these adverts. The digitised collection is not just a nostalgic trip down memory lane but also a crucial archival resource documenting a vibrant part of British cultural history.
The discovery and digitisation of these vintage TV adverts have provided an invaluable glimpse into the past. They capture the essence of mid-20th century British culture and the early days of television advertising.
By making these adverts accessible online, DC Thomson and the National Library of Scotland have ensured that this part of history is preserved and appreciated by future generations. The adverts continue to entertain and inform, bridging the gap between the past and the present.
