Editing CBS (section)

====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".