Editing CBS (section)

===Image campaigns===
====1980s====
CBS has developed several notable image campaigns, and several of the network's most well-known slogans were introduced in the 1980s. The "Reach for the Stars" campaign used during the [[1981–82 United States network television schedule|1981–82 season]] features a space theme to capitalize on both CBS's stellar improvement in the ratings and the historic launch of the space shuttle [[Columbia (space shuttle)|Columbia]]. 1982's "Great Moments" juxtaposed scenes from classic CBS programs such as ''I Love Lucy'' with scenes from the network's then-current classics such as ''Dallas'' and ''M*A*S*H''. From 1983 to 1986, CBS (by now firmly atop the ratings) featured a campaign based on the slogan "We've Got the Touch". Vocals for the campaign's jingle were contributed by [[Richie Havens]] (1983–84; one occasion in 1984–85) and [[Kenny Rogers]] (1985–86).

The [[1986–87 United States network television schedule|1986–87 season]] ushered in the "Share the Spirit of CBS" campaign, the network's first to completely use computer graphics and [[digital video effect]]s. Unlike most network campaign promos, the full-length version of "Share the Spirit" not only showed a brief clip preview of each new fall series but also utilized CGI effects to map out the entire fall schedule by night. The success of that campaign led to the 1987–88 "CBS Spirit" (or "CBSPIRIT") campaign. Like its predecessor, most "CBSpirit" promos utilized a procession of clips from the network's programs. However, the new graphic motif was a swirling (or "swishing") blue line that was used to represent "the spirit". The full-length promo, like the previous year, had a special portion that identified new fall shows, but the mapped-out fall schedule shot was abandoned.

For the [[1988–89 United States network television schedule|1988–89 season]], CBS unveiled a new image campaign officially known as "Television You Can Feel", but more commonly identified as "You Can Feel It On CBS". The goal was to convey a more sensual, new-age image through distinguished, advanced-looking computer graphics and soothing music, backgrounding images, and clips of emotionally powerful scenes and characters. However, it was this season in which CBS saw its ratings freefall, the deepest in the network's history. CBS ended the decade with "Get Ready for CBS", introduced with the [[1989–90 United States network television schedule|1989–90 season]]. The initial version was an ambitious campaign that attempted to elevate CBS out of last place (among the major networks); the motif centered around network stars interacting with each other in a remote studio set, getting ready for photo and television shoots, as well as for the new season on CBS. The high-energy promo song and the campaign's practices saw many customized variations by all of CBS's owned-and-operated stations and affiliates, which participated in the campaign per a network mandate. In addition, for the first time in history, CBS became the first broadcast network to partner with a national retailer (in this case, [[Kmart (United States)|Kmart]]) to encourage viewership, with the "CBS/Kmart Get Ready Giveaway".

====1990s====
For the [[1990–91 United States network television schedule|1990–91 season]], the campaign featured a new jingle performed by [[the Temptations]], which featured an altered version of their hit "[[Get Ready (The Temptations song)|Get Ready]]". The early 1990s featured less-than-memorable campaigns, with simplified taglines such as "This is CBS" (1992) and "You're on CBS" (1995). Eventually, the promotions department gained momentum again late in the decade with "Welcome Home to a CBS Night" (1996–1997), simplified to "Welcome Home" (1997–1999), and succeeded by the spin-off campaign "The Address is CBS" (1999–2000), whose history can be traced back to a CBS slogan from the radio era of the 1940s, "The Stars' Address is CBS". During the 1992 season for the end-of-show network identification sequence, a four-note sound mark was introduced, which was eventually adapted into the network's IDs and production company vanity cards following the closing credits of most of its programs during the "Welcome Home" era.

====2000s====
Throughout the 2000s, CBS' rating resurgence was backed by the network's "It's All Here" campaign (which introduced updated versions of the 1992 sound mark used during certain promotions and production company vanity cards during the closing credits of programs); in 2005 campaign introduced the slogan "Everybody's Watching", the network's strategy led to the proclamation that it was "America's Most Watched Network". The network's 2006 campaign introduced the slogan "We Are CBS", with [[Don LaFontaine]] providing the voiceover for the IDs (as well as certain network promos) during this period. In 2009, the network introduced a campaign entitled "Only CBS", in which network promotions proclaim several unique qualities it has (the slogan was also used in program promotions following the announcement of the timeslot of a particular program). The "America's Most Watched Network" was re-introduced by CBS in 2011, used alongside the "Only CBS" slogan.<ref>{{cite web|title=CBS, America's Most Watched Network, Also Posts The Largest Live Plus 7-Day DVR Lift During The 2010–2011 Season|url=http://tvbythenumbers.zap2it.com/2011/06/13/cbs-americas-most-watched-network-also-posts-the-largest-live-plus-7-day-dvr-lift-during-the-2010-2011-season/95448/|work=[[TV by the Numbers]]|date=June 13, 2011 |first1=Bill |last1=Gorman |access-date=May 14, 2013|archive-url=https://web.archive.org/web/20121018081239/http://tvbythenumbers.zap2it.com/2011/06/13/cbs-americas-most-watched-network-also-posts-the-largest-live-plus-7-day-dvr-lift-during-the-2010-2011-season/95448/|archive-date=October 18, 2012|url-status=dead}}</ref>

====2020s====
In October 2020, CBS announced that it would begin to employ a more unified branding between the network and its divisions to strengthen [[brand awareness]] across platforms. The two main components of the rebranding are a "deconstructed eye" motif using the individual shapes of the eyemark (such as an animated station ID), and a five-note [[sound trademark]] developed by the audio design agency [[Antfood]], phonetically resembling the "This is CBS" slogan.<ref name=":2">{{Cite web |title=Exclusive: Inside the rebranding of CBS-owned local stations |url=https://www.newscaststudio.com/2023/01/05/cbs-television-stations-branding-design/ |first1=Dak |last1=Dillon |access-date=January 12, 2023 |website=NewscastStudio | date=January 5, 2023 }}</ref><ref name=":0" /><ref name=":1" />

Alongside the rebranding, CBS Television Studios was renamed CBS Studios, and CBS Television Distribution was renamed CBS Media Ventures. The network also dropped the "America's Most Watched Network" and "Only CBS" taglines, with chief marketing officer Michael Benson explaining that they aimed to "be something where people feel like they are part of the family. It's tough to unify if you're bragging about yourself."<ref name=":0" /><ref name=":1" />

As part of the rebranding, CBS News and CBS Sports also introduced new logos and imaging incorporating the deconstructed eye motif and sonic branding, with CBS News initially using it for coverage of the [[2020 United States presidential election|2020 presidential election]], and CBS Sports launching its rebrand ahead of [[Super Bowl LV]] in 2021.<ref name=":0">{{Cite web|date=October 8, 2020|title=CBS rethinks iconic eye in new branding strategy|url=https://adage.com/article/media/cbs-rethinks-iconic-eye-new-branding-strategy/2286431|access-date=October 8, 2020|website=Ad Age |first1= Jeanine |last1=Poggi |archive-date=October 13, 2020|archive-url=https://web.archive.org/web/20201013210635/https://adage.com/article/media/cbs-rethinks-iconic-eye-new-branding-strategy/2286431|url-status=live}}</ref><ref name=":1">{{Cite web|last=Steinberg|first=Brian|date=October 8, 2020|title=CBS Casts New Eye on Audiences Who Don't Watch Its Programs on Regular TV|url=https://variety.com/2020/tv/news/cbs-marketing-mike-benson-streaming-video-netflix-1234797032/|access-date=October 8, 2020|website=Variety|archive-date=October 8, 2020|archive-url=https://web.archive.org/web/20201008153713/https://variety.com/2020/tv/news/cbs-marketing-mike-benson-streaming-video-netflix-1234797032/|url-status=live}}</ref><ref>{{Cite web |title=CBS Sports rolls out new branding, graphics with Super Bowl coverage |url=https://www.newscaststudio.com/2021/02/09/cbs-sports-graphics-package/?og=1 |access-date=October 1, 2022 |website=NewscastStudio | date=February 9, 2021 }}</ref><ref>{{Cite web |last=Teti |first=John |date=October 1, 2021 |title=Finally, on CBS, the football matches the business cards |url=https://www.ological.net/finally-on-cbs-the-football-matches-the-business-cards/ |access-date=January 26, 2022 |website=Ological.net}}</ref> In December 2022, [[CBS News and Stations]] began to deploy the rebranding on the local news operations of CBS's owned-and-operated stations, with most now being branded as "CBS News (region)" to align themselves with CBS News and its chain of [[CBS News (streaming service)#CBS News Local|local streaming news channels]] (with some exceptions in markets where a station's [[call sign]] has had a strong heritage, such as [[KPIX-TV|KPIX]]) and adopting new graphics and [[Television news music|music]] incorporating the eye motif and sound mark (replacing [[Frank Gari]]'s "Enforcer" music package, which was based on a theme historically used by [[WBBM-TV]]).<ref name=":2" /><ref>{{Cite web |last=Malone |first=Michael |date=December 19, 2022 |title=CBS News Detroit Set To Launch |url=https://www.nexttv.com/features/cbs-news-detroit-set-to-launch |access-date=January 12, 2023 |website=Broadcasting Cable }}</ref>