A study on the factors affecting the enduring popularity of 90s Sri Lankan television advertisements

Abstract

The audience for Sri Lankan television commercials broadcast in the 1990s spans multiple generations. Despite nearly three decades of shifting social, political, and cultural landscapes, these advertisements have managed to maintain a consistent level of popularity. The core audience, who experienced these commercials as school children during that era, now possesses fond memories of the advertisements that flavored their childhood, even as they transition from youth to middle age.

The primary objective of this research is to analyze the factors contributing to the sustained popularity of 1990s television commercials based on viewer perspectives. The study employed a qualitative approach, gathering data through interviews with a sample of 25 individuals born in the late 1990s*. The interviews focused on advertising strategies, specifically narrative themes, musical compositions, visual locations, creativity, and cultural representation.

The findings indicate that 90s commercials were produced using simple narrative themes executed with high creativity, primarily centered around strong human emotions. Furthermore, the unique utilization of music—characterized by memorable jingles, the involvement of popular musicians of the era, and distinct background vocals—has succeeded in carrying these memories across generations. The visuals notably reflected Sri Lanka's natural beauty and local culture, prioritizing cultural heritage and values. Significantly, the majority of the popular advertisements from this period promoted local products. The study concludes that these 90s commercials have been a powerful factor in establishing and maintaining brand equity for these local brands for over 30 years.