Prior to the late 1950s, the exclamation point was alive and well in advertising.
If we look back to 1940s war era, grabbing the public’s attention was of utmost importance, since the war effort was in dire need of help from men and women alike. Enter: the exclamation point (or mark, whichever you prefer).
After the war, America was in a good place to start amassing wealth again—namely with spending on cars and toys for the kids.
It wasn’t until around 1959 when we started to see the power of the period again, namely with the Doyle Dane Bernbach “Think Small” Volkswagen campaign.
The exclamation point has had steady appearances since then, but lately we’ve been seeing the preference for periods to get across a poignant statement—and often no period at all.
Imagine this ad with an exclamation point. How would that change the message for you?